Spotify's Unlocking On-Demand Apple's Recognition Program Apple's Support Redesign Macy's Purchase History
 

Apple’s Recognition Program

 
 

Duration
Aug - Oct 2019

My Role
Lead Product & Graphic Designer

Team
1 UX Researcher, 1 Copywriter,
1 Product Manager, 2 Front-end Devs,
1 Backend Dev, 3 Corporate Branding Managers, 2 Manufacturing Agents

Deliverables
iOS Interaction Designs
Prototype
Digital Tokens
Graphics for Cards
UI Style Guide

Tools
Adobe Illustrator
Adobe Photoshop
Sketch
Principle

Apple values their Communities 110,000 power users, and wanted to decrease drop-offs by incentivizing them with their first ever physical rewards program to pair with online digital tokens.

 
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Communities Power Users need more encouragement to contribute.

Over 10 million Apple users have access to helpful resources for product issues due to the contributions of 110,000 power users who have a wealth of knowledge and take pride in sharing.

Power users are encouraged through gamification of earning points and digital tokens to provide more resources for over 15 milestones of participation.

However, from user interviews, we discovered MAU engagement drops by 20% after milestone 6 due to users not feeling incentivized enough by the existing digital awards that were undiscoverable, and lacked surprise or delight.

 
 
 
 

Exploring Apple’s first hard-goods gifting program
to pair with digital tokens.

Power users expressed that physical gifts which are utilitarian, eco-friendly, and exclusive could also encourage them to continue contributing to the platform. I designed physical gifts and redesigned digital explorations inspired by the Apple Brand, and different art movements to enhance incentivization.

 
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Eco-Friendly Cards & Digital Tokens

For power users who reach 6 milestones by earning 60,000 points and beyond.

Utilitarian Gifts & Digital Tokens

For power users who participate in tests, research, and beta releases.

Milestone Pins & Stationery Designs

For power users who reach 100,000 points in increments of 50,000. 

 
 

Congratulating other Communities users to honor inclusivity.

We also wanted to commemorate the 80% of Communities users who engage for 1 year with the platform by sending
them a congratulatory email.

 
 
 
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Apple’s Corporate Brand team review for
every new design program.

Whenever a new design program is created, Apple’s Corporate Brand team must conduct an audit to make sure that the logo, global copy, fonts, and icons usages are all on brand and inclusive. Combined with user feedback on which gifts sparked the most surprise and delight, I was able to refine and finalize selected designs.

 

Production of 3-D Pins and Cards

We partnered with manufacturers to produce apparel pins and cards.

 
 

Redesigned Email & Dashboard Flows

 
 

I ensured that users can now be delighted with an animated congratulatory email and easy access to their online dashboards.

 
 

I simplified the dashboard and heightened awareness through elevated token designs. I added interactivity and more information about ways to earn more.

 
 
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Communities Global Recognition
Program Style Guide

To build this as a foundational program for future phases and
use cases, I created a style guide to reference as a single source of truth. 

 
 

Monitoring success for future impact.

Since launching this new program, we were able to measure success through by driving +1.5% in engagement, +62% in customer satisfaction, and decrease drop-offs by 20% to help inform the impact on scaling capabilities of this new recognition program. 

 
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