• Originally scoped for mobile app templates only, but the same gap existed across Disney's websites — a signal that this needed to be a scalable, reusable system rather than a one-off fix
• Template variations carried different costs and resourcing needs that partners weren't aware of upfront
• Needed something accessible to non-technical partners, not just design and/or dev teams; this was a governance challenge as much as a content one

The components and page types already existed across Disney's design system — they just weren't documented in a way other teams could access or act on independently. The clearest path was centralizing that knowledge into a self-serve guide that matched content types to the right components, so partners could make informed decisions without needing 1:1 design input every time.

Built it by:

• Auditing existing templates and design components across web and app to understand what was available, what each cost, and what content types each component was best suited for
• Mapping content types to components based on how users would interact with them — for example, flip cards (interactive components revealing additional details on click) worked well for product or feature content, while list components with image and headline/tagline fit high-volume content like seasonal event listings
• Documenting each template with sample design components, including motion examples, so partners could visualize how content would behave before committing to a layout
• Advising partner teams on which components best matched their content needs, and walking teams through the guide directly when questions came up

• Partners could self-select the right template during early planning — in some cases without content design input at all
• Adopted into Disney's broader style and branding guidelines, establishing a shared content framework and improving cross-team consistency
• The template system has remained in active use 4+ years after launch