When Apple first launched the Apple Watch there was an immense amount of work to be done in order to inform customers of Apple Watch’s capabilities. As an Interactive AD, I led a 5 person design team that covered mobile, desktop, and Apple Store App designs of retail marketing work.
With consumer anticipation high around a new product being released through Apple’s website, there needed to be a new infrastructure built in order to showcase the products. The structure that the Apple framework was constructed upon was built to support the selections of deciding between 1-2 major skus. The new product introduced 25+ new skus. Major engineering constraints were in order to create a beautiful customer facing experience.
A main business objective was to inform users about the size of bands as well as the watch face. A variety of tools were concepted and produced to assist users in selecting the right product for themselves
When Apple Watch was being introduced for the first time to consumers, a program called “Apple Watch Try-On” was created. This allowed users to find a store close to them to make an appointment to try on a watch sku of their choosing thus leading to more confident purchases.
Apple Watch launched with a beautiful customer interface for each of the new product lines. There was over 4.4 million impressions to the Apple Watch pages on apple.com with a 19% click through rate to configure. 5% of all global customers bought the first round of inventory, resulting in the product selling out.
The Apple Watch Try-On tool booked solid for the first 2 weeks of try-on appointments. Additional features like favoriting that were implemented for the first time had a 4% global adoption rate.
