I discovered an opportunity to streamline the Apple Business Customer Journey, specifically the account creation process. The project utilised existing technology, Apple Wallet Pass, to improve the customer experience and reduce wait times. The outcome was a more efficient process, positively impacting customer satisfaction and feedback.
RoleProduct design
PlatformiOS
Timeline1 month
Apple WalletProcess designCustomer journey
Authorised to share by Apple PR Team.
Photo montage showcasing a high fidelity design of the Apple Retail Business Wallet Pass on an iPhone.
Overview
The opportunity
After an evening at my local Apple Retail Store, I discovered an opportunity to streamline the Apple Business Customer Journey, which resulted in customer frustration and a loss of time.
Apple Store photo from Adobe Stock
Problem
What wasn't working
There was an interaction which ended in customer frustration, as errors occurred during the original account creation process. The impact of this meant we couldn't find their business account details in a timely manner.
Business customers wait whilst searching for their account details.
Loss of time.
Easily forget that they have a business account at Apple Retail.
Process
How I approached it
For this project, I conducted short usability tests and interviews locally to understand employee experiences, as well as leaning on my own Apple Retail experience and customer interactions. First, I created a journey map to work out the vital points from when the customer arrives in store to making the purchase for both new and returning customers.
Apple retail employee photo from Apple.com
Solution
What I designed
I created some loose sketches/wireframes utilising one of my favourite technologies – Wallet Pass.
I used Adobe Illustrator, along with Sketch app for Mac, to create some mid and hi-fidelity designs.
I wanted to keep the design simple, whilst considering the key pieces of data needed to search for a business customer's account. Some of which can be displayed on the front-facing side of the Wallet Pass, and the more personal pieces of information on the back side, for example; business address.
I also wanted to personalise each Wallet Pass, so the image showcases a photo of their home store where the account is held.
Proposed user-flows for new and returning business customers.
Wireframe sketch and medium fidelity design of wallet pass.
Outcome
Results & impact
Apple Retail opted for an image of a customer interaction, instead of a local store image based on where the business account is held. The company name label is also visible on the front-facing side of the wallet pass, to possibly give the employee more information upfront.
The outcome streamlined business customer interactions, decreasing the perception of wait time and improving timely assistance NPS metrics and feedback kindly shared by customers.
I feel blessed to have inspired a project that has streamlined the customer journey and given business customers valuable time back to focus on their ventures.
