Date

2018 - 2019

Core Team

Tony Nguyen (UX)
Jonathan Nachum (UX)
Azadeh Ensha (Copy)
Franchec Crespo (Art Director)
Zach Parola (Design)
Krista Moring (Design)
Aris Gonzales (Design)
Frances Yasramishyn (Design)

About Apple Watch

I was a part of the Apple Watch Series 4 and Series 5 launch. For Apple Watch Series 4 and older models, customers were only able to purchase pre-configured styles. These models came in standard color combinations. Any colored watch band had to be purchased in addition to the base style.

With the introduction of Apple Watch Series 5, customers would be able to choose any case with any band, both online and in-store. This nearly 2 year project resulted in the creation of the Apple Watch Studio.

Explore Apple Watch Studio

The Brief

Design a digital shopping experience that allows customers to fully customize their Apple Watch Series 5, online and in-store.

 

Project Overview

Key Responsibilities

  • Define strategy and information architecture

  • Collaborate with product and engineering partners to define scope

  • Construct customer journey flows from awareness drivers to purchase

  • Solve for edge cases and error states

  • Translate design solutions across web, mobile, and in-store platforms

  • Build interactive prototypes for usability testing

Partners

  • Apple Online Store

  • Retail Commerce Digital Experience

  • Multiple Engineering Teams

  • Apple Watch Hardware

  • Brand & Product Marketing

  • Research & Insights

  • Retail Visual Merchandising

  • Retail Operations

Research Methods

  • Usability Testing, Pre and Post

  • Competitive Research

  • Customer Post-Purchase Surveys

  • Retail Employee Interviews


Early Wireframe Concepts

 
 

Challenges & Considerations

  • How do we guide a customer in configuring 7+ attributes in an easy, helpful, and flexible way?

  • How do we design for customers who need creative guidance as well as those who want complete style control?

  • How do we let users choose visual decisions (color) vs. hardware decisions (connectivity)?

  • How do we accommodate pricing, availability, and fulfillment?

  • How does this experience connect with with the entire Apple Watch buying journey on web, our mobile shopping app, and in-store?

  • How do we design a consistent system that’s scales and flexes to the needs of the platform (web, mobile, and in-store)?

  • What is the role of the digital in-store experience alongside the physical hands-on experience? How do customers and Specialists (employees) interact with the platform?

  • And many, many more obstacles along the way.

In respect to Apple’s confidentiality, I won’t dive into detail how we addressed these scenarios. I’m happy to speak to my process and problem-solving in person.

 
 

Final Designs

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Early mockup of “Apple Watch In-Store Demo Device” placement in retail stores. Courtesy of 3D Visual Merchandising team.

Early mockup of “Apple Watch In-Store Demo Device” placement in retail stores. Courtesy of 3D Visual Merchandising team.

 
 

The Announcement

Apple Fall Launch Keynote — September 10th, 2019

Dierdre O’Brien, SVP of Retail + People, announces the introduction of the new Apple Watch Series 5 and Apple Watch Studio experience, online and in-store.

 
Foreground: Dierdre O’Brien. Background: Apple Retail featuring Apple Watch demo table consisting of Apple Watch Studio digital display alongside Apple Watches and bands. Click on image above to access Apple Events.

Foreground: Dierdre O’Brien. Background: Apple Retail featuring Apple Watch demo table consisting of Apple Watch Studio digital display alongside Apple Watches and bands. Click on image above to access Apple Events.

 

Notable Publications

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Apple will now let you pick your own band color with launch of ‘Apple Watch Studio’

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Apple Watch Studio lets you make the Apple Watch of your dreams

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Apple Watch Studio: Hands-on with the in-store personalization experience