The Channel On-Device platform allows customers to learn about the product they are interested in purchasing while physically holding that device. The project undertook the creative challenge of constructing a digital experience for in-store customers to answer three main questions: First, how much is the product? Second, which one is right for me? And lastly, how much does it cost?
For many people around the world, Channel is their first impression of Apple, and sometimes their only one. Therefore creating a uniform, high quality, and modular system were some of the key metrics to achieve.
This applied to both the physical structures as well as the digital content on the products.
As the lead Interactive Art Director, I designed the first round of creative mockups accompanied with working prototypes. I oversaw the construction of the first product build, conducted world-wide research, and was responsible for pitching concepts to Apple leadership. At the time of the project’s inception, I was the sole creative on the interactive side of the project along with the group creative director.
I oversaw the different research phases in both the quantitative to qualitative space. The intention was to understand users from various geographical markets and what their in-store and online needs were, and how they could be better met. Apple partnered with IDEO to conduct this research, and I served as an internal stakeholder to facilitate our designated findings.
The goal of the Qualitative was to was to highlight market findings and callout key opportunities on how Apple can be more engaging in the global marketplace through channel environments. Survey style research was conducted in India, China, US, Mexico and Germany.
The goal of the Quantitative was to was to understand key markets around the world, and how customers are shopping in-store versus online. In person interviews were conducted in the UK and China.
As a new initiative, the discovery phase primarily focused on working with cross functional teams to create a cohesive in-store strategy. I worked collaboratively with group creative directors and ACDs from teams that focused on architecture and in-store signage. Large sessions of concept sketching took place to holistically rethink the way the in-store experience would evolve. The strategy born out of the discovery phase, focused on unified design, strategic zoning, and flexibility.
Group exercises like mind maps were done to break out the different experience principles.
Lots of sketching and ideation were done for the individual touch points.
The concepts for the digital in-store experience began with quick visual concepts and prototypes.
As this phase progressed, so did the designs.
Below are some of the screens of the higher fidelity comps that were pitched to Apple Leadership.
Through the discovery process, designs became more and more refined. The outcome of that phase was a stakeholder buy in to formalize the interactive line of work as an Apple initiative. At this point there was additional team members brought on the test the designs and create additional product lines. We started with relooking through the product in wireframes to rethink navigation and heicharcy.
The final screens that were created for the pilot launch.
The prototype representative of the product's launch.
Watch and iPad concept was co-lead by Cindy Yu
This project grew from a seed of an idea with a two person team to a 40+ member creative team. The new designs launched iPhone first in the summer of 2018. Additional product lines began post iPhone are on a continued rollout plan to global partners. From when this program started to January 2021 the platform is in over 8,000 stores world wide and over 80,000 demo devices.
After setting up the team and the initial phase of concept of the platform with iPhone, the program has grown to include rollout for all products in the Apple product lineup. Continued testing and improvements are being made on the platform to enhance the product and provide the best custom in-store experience. Many concepts that were presented in the early phases, are being rolled out and applied to new platforms and systems. Additional product lines are continue to rollout over time and the platform is influencing many other interactive initiatives throughout Apple.
The ongoing work is currently led by Art Director Cindy Yu and UX Designer Joanna Gee.