Apple
Online store, Concept design, Usability testing
Brief
The EMEA Apple online store team was looking for new ideas that would allow them to have a seat at the table in HQ for future store redesigns. They first asked us to imagine the best experience for buying an iPad online without any constraints, then to refine it taking into account constraints and iterate the designs following usability testing.
Outcomes
These designs were very well received and presented at senior level in the company, improving the status of the Apple EMEA team. Some of our ideas trickled through to the live store. Apple hired us again for further work and signed a retainer with our agency.
Key challenge
Quickly produce concepts of what would be an Apple-worthy "into the box" experience, explaining the product and addressing sources of confusion which were hurting online sales.
Design Highlights
Finding the right iPad for you
From our earlier research, we established that consumers were unsure which model they should get, and often would be too unsure to continue with their purchases. We designed a little wizard modal that would help make that choice by relating these options to easy-to-understand usage scenarios.
Answer a few simple question about your usage…
… and get a recommended product.
A continuous engaging personalised purchase experience
The concept centred around the iPad each consumer is currently buying. A luxurious visual of it stays front and center, and evolves throughout the process to reflect the changes made to the order.
What I did
- Rapidly generated concepts through sketching.
- Designed mock-ups of the concepts.
- Conducted user research on a new version of the designs in London and Paris.
- Iterated the designs following the research.
- Presented to senior stakeholders.
At that time, the iPad was still a new device, and a key part of the brief was to make clear what the device did out of the box, and what else it could do with apps from the App store.
Working at the low fidelity sketch level allowed for quick iterations…
... before polishing the designs to a high fidelity for presentation.