My role: Strategist, Product Designer
Client: Apple
Company: Future of StoryTelling + Melcher Media
Project Manager: David Brown
Strategist: Josh Raab
“What else can we do?”
Today at Apple is a creative initiative that seeds a session-first experience in Apple retail stores. It’s intended to educate and inspire customers through creative workshops and performances. As our client, Apple came to us (Future of StoryTelling—event experts in the immersive design community) seeking ideas to grow their in-store program offerings.
Studying what exists
Before diving into ideation, I studied the existing customer experience of Today at Apple—from browsing and registering on the web, to attending the event in-store. By understanding the current customer journey, I was more informed to generate new ideas that build off of the existing infrastructure, and take the proposal to the next level.
Web Engagement
Customer Interface
Accessed as a subpage via Apple’s main website—apple.com/today/.
Function
For attendees to browse and sign up for events at an Apple store in their area.
Purpose
Utilitarian experience, in service to the in-store experience.
In-Store Experience
Customer Experience
Events are available at designated Apple retail stores that have built-in Forum Displays, which are designed presentation areas.
Function
Programs—workshop, performances, or talks—designed for creatives to share techniques / perspectives and the community to learn / engage.
Purpose
The brand in service to local community engagement, while showcasing and marketing the creative power of Apple products.
The programming of Today at Apple lives between creative showcasing, perspective exchange, and technique sharing. With that in mind, I identified other competitive platforms that specialize in one or more of these areas to study their user flow management and call out strengths + weaknesses.
Purpose
Showcase creative workPrimary Functions
Share personal work, follow / search / discover creativesBusiness Success
Creative submissions become free advertisement for the Adobe Creative Suite productLacks
Diverse method of user engagement, besides following and liking creatives’ work
Purpose
Foster in-person creative engagementPrimary Functions
Browse and register to attend talks + events organized by city chapters, attend Field Trips to learn, host Field Trips to market personal servicesBusiness Success
Wide-reaching followers attract large sponsors, famous speakers. Professionals volunteer to submit Field Trips contentLacks
Dedicated space to highlight / discover work by their creative community
Purpose
Exchange and gain creative skillsPrimary Functions
Provide a wide range of hard-skill tutorials taught by renowned creativesBusiness Success
Attracts users to subscribe and high-caliber creatives to teach while marketing their serviceLacks
Direct engagement between pros and students
Is there a way for Today at Apple to unify the best qualities of all three platforms?
ReFraming Apple’s Role
The existing programming by Today at Apple primarily services the customers attending the events: to learn a new skill, enjoy a live performance, or gain a new perspective. The events certainly cannot be successful without the Creative Pros that share their expertise. With that said, my team and I pitched a cross-functional program structure between IRL (In-Real-Life) and URL (web) that centers the experience around Creative Pros—the very customers and consequent ambassadors who produce beautiful work with Apple products.
Apple is already in an empowering position of making high-quality production accessible to the everyday-creator. The next step for them is to offer a stage for their creators.
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Design Objective
An integrated web experience that not only conducts the in-person programs of Today at Apple, but also showcases and engages the Creative Pros online community.
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Cross-functions
IRL (In-Real-Life)
Apple Fest
Feature* work. In the forms of screenings, immersive arcade, performancesShow & Tell
Feature* people. In the forms of talks, panels, interactive demos(*All selected features are voted by the Creative Pros online community)
URL (Web)
Browse & Register (existing function)
For calendared events in Apple retail storesManage & Follow
Personal submissions and other Creative Pro profilesDiscover & Vote
For work and people to be featured at IRL eventsSubmit & Share
Project(s) for the online community to vote and be featured at IRL events
Persona
Sally Mo, an emerging 26 year-old filmmaker based in New York City. Her short films are rooted in telling the stories of “undiscovered beings.” She joined Apple’s Creative Pros online community with the intention to share her subject’s stories, as well as discover + connect with other creators locally and globally.
Manage & Follow
Sally views her project submissions profile under the “My Submissions” tab via Today at Apple. She currently has two upcoming submissions that were popularly-voted by the Creative Pro community to be featured at two separate IRL events.
Discover & Vote
Sally is under the “Discover” tab, browsing and voting on trending submissions within Apple’s Creative Pros community. Through the linked names, she finds new Creative Pros to follow.
Submit & Share
Also under the “Discover” tab, Sally scrolls down to the “Open Calls” section and decides to submit to the “We Get the Job Done” open call for the National Apple Festival. She clicks submit and uploads her work to be voted by the national Creative Pros community. This is her first submission of the month (every user can submit up to 5 projects/month).
Good business is good for the community
By expanding the platform to foster an online community for the Creative Pros, Apple not only diversifies their in-store program offerings that subsequently attract more customer flow, but also achieves a low-cost, people-run marketing tactic. A brand built in service to the people, is a brand that seeds and grows loyal customers.