Apple

Reimagine product and content for apple.com

Situation + Problem(s)

Situation: Apple serves intent-driven consumers well
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Problem: Apple does not serve 'browser' shoppers well
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Mandate: improve content strategy for Apple products and services to better serve browsers

🛠️Methodology

Determine content and products worth testing, work with data science, analyze results. Repeat.
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Unpack research from Deloitte, McKinsey, and internal findings across LOBs.

📈Result

$250M quarterly revenue boost through digital content transformation (+ increase in add to bag, decrease in returns)

Apple Card integration strategy

Content Strategy

Ran A/B Tests of designs across eligible locales.

Suggest key content pillars:
• Cash back
• No fees
• Free card
• Privacy

Increased cardholder growth, iPhone Pay activations, and merchant partner spend (Uber, Walgreens, T-Mobile, etc.)

Integration into buy flows

Integrate Apple Card Monthly Installments into checkout process.

Ensure language is clear for Buy and Finance options.

Test placements of Apple Trade In and Carrier selection.

Dashboard design

Worked with  Wallet,  Card, and  Pay colleagues to reimagine Apple banking experiences.

Search: multi-intent classification modeling

AI / ML Intent Classifier

Search Query

User wants a retail store

User wants to explore

User wants support

Search: apply AI/ML for better UX

Goal:
Extract key content from multiple databases (this is hard!) and package into multi-tab results module

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Without Support Answers

Present

Future

A/B test features based on UX research

Test feature placements

UX research suggested changing placement and behavior of tile navigation will alter traffic to selected pages. Aim is to uncover add to bag impact.
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📈Result

"Compare" page saw increased add to bag.

Holistically evaluate Apple digital assets

Map user journeys and mindset states for each step; collaborate with designers for optimal content strategy

Employ Apple Functional Design System (FDS) style guide

Product browser exposure

💭Hypothesis
Visitors will be more likely to engage with page content, and therefore experience more guided learning, if product browser is lowered in placement.

🤔Potential learnings
How does reducing exposure to the product browser impact engagement and qualification?
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Will users more likely to engage with content prior to or after seeing product browser?

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