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The Annual Passhodler Program

I led the content design for the Annual Passholder Program at Walt Disney World, transforming a fragmented, eight-page experience into a streamlined mini-site. By improving navigation, SEO, and content clarity, we made it easier for guests to find, understand, and act on key passholder information.

The Challenges

Fragmented User Journey

Without a central entry point or structured navigation, guests had to piece together critical information—like pass benefits, discounts, and how to buy or renew—on their own. This caused confusion, drop-offs, and missed conversion opportunities.

Search & SEO Performance

Duplicate content, inconsistent page titling, and a lack of clear content hierarchy negatively impacted both on-site search and SEO. 

Low Discoverability 
 

The content was scattered across up to eight pages, making it difficult for guests to find the information they needed—especially during moments of high interest like pass sales or benefit updates.

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Goals & Metrics

Our primary goal was to improve content clarity, discoverability, and user experience by consolidating Annual Passholder information into a cohesive mini-site within the Walt Disney World digital ecosystem.

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  • Create a centralized content hub with a clear sub-navigation, including an Overview page, a Benefits page, and a How-To guide to support exploration and planning.

  • Improve SEO performance by consolidating scattered content into a single, well-structured experience with consistent metadata and page titles.

  • Enhance on-site search accuracy by eliminating outdated pages and using guest-centered language that matched common search terms.

  • Increase time on site and reduce bounce rate by improving content flow, reducing friction, and helping users get to the information they need faster.

  • Support conversions by clarifying the value of each pass and simplifying the purchase and renewal process.

  • Enable scalable updates through a modular content structure that allows for seasonal updates, limited-time offers, and policy changes without disrupting the full experience.

  • Elevate guest satisfaction by presenting complex product details in an intuitive, helpful way—aligned with the Disney voice and brand promise.

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