The Disney Shopping site was having problems with signifcant dropoff during the checkout process. An analysis of the current shopping cart found several issues that made purchasing a longer process than it had to be. Disney wanted to fix this to ensure that every purchase was completed.
High level research was performed to create three target personas for site: Disney enthusiasts, parents making repeat purchases for their children, and grandparents making occasional gift purchases. The last two were identified as the easiest way to increase revenues quickly without a lot of effort. Additionally, several other ecommece sites were dissected to determine best practices that Disney Shopping could implement and benefit from.
The redesign of the Disney Shopping checkout process made it easier for first time buyers to complete a purchase. As a result, Disney Shopping saw a 7 percent increase in year over year sales as the economy was declining.