Running Through the Magic
Disney Parks & Resorts
In 2018, our team was approached to assist in the redesign of the RunDisney brand website.
I was part of a small strategy team that included a product designer, designer, content strategist and copywriter. I was responsible for the content strategy for the new website which included a new navigation and content structure.
The RunDisney brand has a strong cult following so the refresh needed to be clean and simple.
RunDisney weekends are jammed pack with events and specific details that were often getting buried in large content blocks. I created a content map that covered all the event details.
Core and path model
Business goal: To capture the complete story of the runDisney experience and get more runners to sign up for a race.
Guest task: To determine what race is best for their skill level and budget.
Inward paths: Organic Search, Paid Search, Navigation, Blog Article, Direct Entry, Social Media Channels
Forward paths: Events, before you go, spectator info, expo, race policies
Content strategy goals
Discoverable: Guest will be able to access race and activities details easily within an event weekend.
Concise: Content will be streamlined to allow guests to easily digest content on all devices, especially mobile.
Organized: Guests will be able to navigate and find the information they need easily as the move through the registration process.
Storytelling/Engagement: Guests will be able to experience an event with RunDisney, engage with the information and share with friends.
To view the entire website visit RunDisney.