Apple: Defining iPad’s Identity Through Storytelling & UX
Challenge: The iPad lacked clear positioning—sitting between an iPhone and a MacBook without a distinct identity. It needed a fresh narrative to showcase its unique value.
My Role: I led the content strategy and UX optimization, collaborating across data science, retail, and creative teams to reshape the iPad’s digital experience.
Conducted a site audit and data analysis to understand user behavior and refine customer journeys.
Integrated storytelling vignettes to illustrate real-life use cases and highlight accessories.
Optimized UX elements like scrolling direction and navigation flow to enhance the buying experience.
Impact:
🚀 Created a clearer, more engaging iPad identity through strategic storytelling.
📈 Increased time on page and deeper scroll depth, signaling stronger interest and comprehension.
🔹 Developed a successful framework later adapted for Apple Watch.
For a glimpse of the experience, visit the iPad page.
