Streamlining
the Business
Customer Experience.
Apple Business Pass
Authorised to share externally by Apple PR team.
Overview
The scope of this project helped to streamline business customer interactions, decreasing the perception of wait time and improving Timely Assistance NPS feedback that customers kindly share. We did this through leveraging existing technology with Apple Wallet Pass.
I feel blessed to have inspired a project that has streamlined and given business customers valuable time back to focus on their ventures.
Full case study below
My role
Through Apple Retail Store experience, I discovered an opportunity to streamline the business customer journey.
I led this project from research, to design and prototyping. I shared this project internally with key stakeholders.
UX Designer
Discovery
After an evening at my local Apple Retail Store, I discovered an opportunity to streamline the Apple Business Customer Journey. There was an interaction which ended in customer frustration, as errors occurred during the original account creation. The impact of this meant that we couldn’t find their account details in a timely manner. With customer frustration and a loss of time, I went away to figure out a solution to this problem.
For this project, I conducted short usability tests and discussions to understand employee experiences on a local level, as well as leaning on my own retail experience and interactions.
I validated designs with local Apple Retail Employees.
Current
Journey
In the UK, an Apple Retail Store Business account can only be created during an interaction at a customers local retail store. In the US, a business account can be created online too.
Proposed
Userflow
Design
New Customer
Create a New Business Account
Send Business Pass
Leveraging Apple’s Human Interface Guidelines, along with innovative technology like — Wallet Pass.
I created low fidelity sketches of screen states based on the user-flow above. Confirming whether any adjustments were needed to the user journey without putting a lot of resource into digital designs.
Wireframing
& Mid Fidelity Designs
ToolKit
UI design & Prototyping
I used Sketch app to create the user interface screen states. I then imported the artboards into Principle for Mac, adding the emotion & behaviours, building an interactive prototype.
Asset Creation
I used Affinity Designer & Adobe Illustrator to create additional icons. I used Apple’s SF Symbols for app iconography.
Final Design
Front of Wallet Pass & Data Fields
Outcome
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 feedback that customers kindly share.
I feel blessed to have inspired a project that has streamlined and given business customers valuable time back to focus on their ventures.
