Streamlining
the Business
Customer Experience.
Apple Business Wallet Pass
Authorised to share externally by Apple PR team.
My role
Through Apple Retail Store experience, I discovered an opportunity to streamline the business customer journey.
I led this project, covering light research, design and prototyping. I shared this project internally.
UX Designer
Discovery
After an evening at Apple Retail, 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. 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.
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
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 Adobe Photoshop and Adobe Illustrator to create icons that didn’t exist. I mainly 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.
I feel blessed to have inspired a project that has streamlined and given business customers valuable time back to focus on their ventures.
