Disney's Merch Page
TEAM.
Disney Experience,
Lucas Film, Epic Games
Area.
Content, Design, Strategy
Year.
2026
Role.
Senior Product Designer
The Own Your Magic merchandise platform positions Walt Disney World merchandise as an essential lifestyle experience rather than a transactional product. By leveraging inspirational, content-driven design, the platform fuels Guest fandom, builds anticipation, and drives intent to visit the parks while enhancing the overall guest journey before, during, and after their visit.
During this period, I served as the primary Product Design owner for the "Own Your Magic" merchandise experience across web and mobile. I managed the end-to-end UX for monthly release cycles, building scalable layouts and high-fidelity prototypes. A key driver of success was building strong cross-functional partnerships—collaborating directly with Brand, Marketing, and Animation teams to refine monthly campaign themes and art direct content.
*During my time at Disney Experience Technology & Digital(DPEP), I worked on projects that I cannot disclose due to NDA restrictions. Please contact me for more information at soyoungleestudio@gmail.com
Elevate collection discovery and engagement
While Guests hold a deep affinity for Disney Parks merchandise, they lack a single, reliable hub to discover new collection drops and learn where to buy them. The updated Own Your Magic merchandise experience solves this by elevating visual storytelling and streamlining key user journeys.
Establish WDW parks merchandise as a lifestyle
Enhance guest visits to Disney parks by delivering inspirational content that fuels fandom and drives visitation intent with header video and photography.
Connecting in-park moments to gameplay
We designed complex user flows—combining storytelling, identity, and branding—to position this as Disney's first-ever expansion of a physical attraction into a virtual game world. Guests will be invited to link their Disney and Epic account and partake in a unique experience on the Millennium Falcon: Smugglers Run attraction.
From Brand Guidelines into Product
We developed a brand strategy including color palette, buttons, notifications, input label, background, photography, illustrations, tone of voice, motion principles, and assets to deliver Fortnite X Star Wars storytelling come to life.
Celebrating the launch 🚀
Project Bulldog team
This took incredible partnership across Product, Design, Engineering, Marketing, Operations, Identity, Legal, Analytics, and our partners at Epic, but it wouldn't exist without the designers who pushed through round after round of iteration and shifting direction with optimism and dedication.
Matthew Carthum
@Design Manager @Disney
Soyoung jumped in mid-stream and immediately became essential, taking on the visual design handoff, design updates, and fast-moving pivots with total ease. Her ability to step into a project already in motion and keep pace with the changes was instrumental to keeping this launch on track.