Help Center Chat Redesign - Disney
Overview
Disney Help Center Chat Redesign — Self-Service Support Optimization
Company: Disney Experiences
Role: Senior Product Designer
Date: 2024
Empowering Guests to Find Answers Faster
The Challenge
Disney’s Help Center chat feature was due for a redesign to better serve guests during their planning and ticket purchasing journey. The existing experience wasn’t as effective as it could be in reducing call volume to the phone call center, and it lacked the clarity, brand alignment, and modern design guests expect from Disney. The goal was to create a help hub that:
Reduced reliance on phone support by improving self-service.
Guided guests to the most relevant answers quickly.
Felt authentically Disney, featuring Jiminy Cricket as the friendly, on-brand guide.
Met modern design standards for both mobile and desktop experiences.
Research & Insights
To ensure the redesign solved the right problems, I began by analyzing traffic data from Disney.com’s Help section. This revealed the most-visited topics and the most common guest questions.
From there, I:
Identified the top-performing and most needed links to surface in the Help Hub.
Looked for patterns in guest search behavior to anticipate needs before a chat request.
Reviewed past call center logs to understand what questions still slipped through the cracks.
Design Approach
Information Architecture:
I organized the hub’s content so the most common links were instantly visible, and secondary topics were still accessible without overwhelming the user.
Mobile & Desktop Variations:
Because guest behavior and screen real estate differ between devices, I created slightly different layouts for mobile and desktop, ensuring the most useful links were above the fold on both.
Visual Design:
Introduced a fresh, modern interface with simplified navigation and spacing for better scannability.
Wove in Disney storytelling through Jiminy Cricket illustrations and brand-consistent typography and color palette.
Ensured all designs adhered to accessibility standards for contrast, touch targets, and screen reader compatibility.
Constraints
Worked within existing design system components to maintain consistency across Disney’s digital ecosystem.
Balanced brand expression with a clean, functional layout that wouldn’t overwhelm guests seeking quick answers.
Outcome & Impact
Reduced call center volume by making self-service more effective for the top guest needs.
Improved findability of information, with guests reporting they could resolve their own issues without escalation.
Enhanced guest satisfaction during the ticket purchasing journey by providing quick, helpful guidance at the right moment.
Established a repeatable content and design model for future updates to other support touchpoints.
