PROJECT: PARALINGUAL PITCH

Client: Disney Parks
Roles: content strategist, information architect, project lead copywriter, researcher, UX lead
Audience: English & Spanish-speaking families booking quinceañera celebrations at Disney World & Disneyland Parks

Objective: 

  • Paralingual design gives equal weight to two languages on web pages that serve multilingual populatins.
  • Convince the team to create a paralingual page.

Challenges: Some members of the team were not receptive to the idea. 

Tags—project roles & focus: 
 content management & strategycreative direction,  designphilosophypitchesproject lead copywriter,  researchstrategic thinkingUX direction


 

Great work writing—superb work of thinking strategically BEFORE writing. 
Clearly, you ask yourself — and others! — "What is best for the Guest?"
before you begin to write. Great work.”

—BJ M.,
Copy Manager


 

The Story

My assignment: write the copy for the Disney Parks quinceañera page—which would link to disneyworld.com and disneyland.com. 

Once you write the word quinceañera once, with the énye in place, it becomes clear more of the page should be in Spanish. Maybe all of it? Better yet, half of it.

Research suggests third-culture kids are more comfortable with English, but their parents may not be. Since the parents are paying the bill, why not offer a page for both Guests and both languages? 

Why not offer the opportunity for co-browsing.

 

the pitch

research