Apple
Unveiling iPad’s True Potential
The iPad was experiencing unclear positioning, caught between being an iPhone and a MacBook. To redefine its identity, my partner and I collaborated with data science, retail, and creative teams to overhaul its key messaging and value propositions. We conducted a comprehensive audit of the site experience, using data analytics to understand user behavior and mapped distinct customer journeys based on personas’ purchase readiness. Incorporating UX interface choices like scrolling direction and navigation flow, we tailored the site to better guide users through their buying journey.
We added storytelling vignettes to illustrate how people use the iPad in their daily lives and showcased unique accessories, giving the iPad a distinct identity. The result was a streamlined site with fewer content pages, increased time on page, and deeper scroll depth, signaling enhanced product interest and comprehension. This successful framework was later adapted by the Apple Watch team. For a glimpse of the current interactive experience, visit the iPad page on Apple's website.
