CX Innovation for Disney India

Objective:
To enhance Disney’s customer experience (CX) for children in India, addressing the lack of local representation, physical engagement opportunities, and app usability.

Research Approach:
User Interviews and Surveys targeting kids (and parents) between ages 10–15 to understand their emotional connection to Disney and content preferences.

Developed two key child personas:

Aryan – Tech-savvy teen who loves streaming and wants localized content.

Riya – Imaginative tween seeking physical Disney experiences like theme parks.

🔍 Key Challenges Identified:
Low cultural relevance in Disney+ Hotstar content for Indian kids.

No real-life Disney experiences (e.g. theme parks or merchandise events).

Poor app engagement for younger users due to lack of gamification or intuitive UI.

Solutions Designed:
Localized Content Creation: Develop culturally relevant shows and regional language content for Indian children.

Pop-Up Disney Experiences: Bring mini-Disneylands to major cities with interactive zones, character meets, and merch.

App UX Redesign for Kids: Gamified learning, interactive quizzes, and smoother navigation for younger users.

Festival Campaigns: Launch exclusive content and digital events during major Indian festivals like Diwali and Holi.

A/B Testing Strategy: Evaluated new UX elements through testing with kids and families to track bounce rate, engagement, and satisfaction.

Project Outcome:
Proposed a child-centric CX strategy to help Disney build deeper emotional connections with young Indian audiences, increase brand loyalty, and expand their market presence.