Disney On IceAtLarge6 min read
Disney On Ice tours forty-two countries with constantly shifting dates, currencies, and cultural expectations, but a fragmented international web presence was diluting the brand and costing the show ticket sales.
01 / Strategy
I designed a single web platform that could serve forty-two countries at once, replacing a patchwork of regional sites that drifted further from Disney's brand standards every month. One codebase. One source of truth. Forty-two markets.
Visitors landed on a site that already knew where they were, what language they spoke, and which currency to charge. Geolocation handled detection silently and accurately, so a fan in São Paulo and a fan in Seoul saw the right tour dates, the right copy, and the right checkout in their own currency, without ever asking.
Disney's brand standards leave little room for interpretation, and forty-two markets multiply the surface area where things can break. I built a design system tight enough to lock the visual identity in place across every locale, but flexible enough to absorb 70+ languages and the line-length, RTL layouts, and typographic quirks that come with them.
Show pages, tour dates, and ticket purchase were collapsed into a single linear flow. Real-time integration with Feld's existing tour database meant availability was always current, and the path from "is this in my city" to "ticket in my inbox" took three steps instead of seven.
02 / Results
03 / My role
Designed the platform end-to-end at AtLarge / Atlas Networks. I owned UX strategy, IA, prototypes, and the design system, then partnered with engineering on the geolocation services and the live integration with Feld's tour database. Disney brand stewardship sat on me, every locale signed off against the same standards as the flagship US experience.