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.
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
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.
Notable Publications
Apple will now let you pick your own band color with launch of ‘Apple Watch Studio’
Apple Watch Studio lets you make the Apple Watch of your dreams
Apple Watch Studio: Hands-on with the in-store personalization experience