Apple iPhone Bay
Overview
The objective for the “iPhone can do whaaaat?” experience bay pilot project was to increase customer awareness of popular iPhone features and benefits at retail stores.
The pilot took place at five stores across the US and two stores in the UK and received a glowing review by 9to5mac.com.
Year: 2020
Role
INTERACTIVE DESIGN
UI DESIGN
DESIGN SYSTEMS
ANIMATION
RETAIL DESIGN
Team
CREATIVE DIRECTOR
JEFF WHITNEY
SENIOR ART DIRECTOR
AMARIDES MONTGOMERY
ART DIRECTOR
ANDREW LEUNG
COPYWRITER
GARY BAKER
Overview
The objective for the “iPhone can do whaaaat?” experience bay pilot project was to increase customer awareness of popular iPhone features and benefits at retail stores.
The pilot took place at five stores across the US and two stores in the UK and received a glowing review by 9to5mac.com.
Year: 2020
Role
Team
INTERACTIVE DESIGN
UI DESIGN
DESIGN SYSTEMS
ANIMATION
CREATIVE DIRECTOR
JEFF WHITNEY
SENIOR ART DIRECTOR
AMARIDES MONTGOMERY
ART DIRECTOR
ANDREW LEUNG
COPYWRITER
GARY BAKER
Bay Design
Careful consideration for the number of iPhones displayed and the spatial distance between them was important so we could optimize the amount of people who would comfortably interact with the bay at the same time.
Sync moment
The primary goals of the sync moment was to attract customers from a distance and prevent screen burn on the iPhones. We worked with the creative tech team to develop a visually appealing animation that was fluid across all the iPhones using only code due to the file size limitation.
Feature Stories
Our solution was to create interactive mini-stories for twenty iPhone features on iPhones that customers could engage with.
The stories were playful and followed the familiar iOS design system, including the interaction models to make each experience as intuitive as possible. This was achieved by working closely with the different teams being represented.
Accessibility Considerations
We had to factor in accessibility for retail spaces which meant that all stories had to be accessible for someone who can only reach the bottom row. Our solution was to have one iPhone contain all the stories on the bottom row, which ended up getting the most usage.
Metrics
40%
of store traffic noticed
A large number of people noticed the bay in the store, with the highest recall among Discovery shoppers.
7%
of store traffic visited
The bay performed well compared against existing bays, receiving more traffic than Collections, Photography, Gaming and other bays with products for sale.
88%
were unassisted
Visitors easily navigated the bay without assistance. But engagement and time spent at the bay only went up when assisted.
:50
average
visit
The iPhone Bay had no products for sale, but managed to hold many customers for almost a minute. With an average time across all bays at 83.76 seconds.
40%
of store traffic noticed
A large number of people noticed the bay in the store, with the highest recall among Discovery shoppers.
7%
of store traffic visited
The bay performed well compared against existing bays, receiving more traffic than Collections, Photography, Gaming and other bays with products for sale.
88%
were
unassisted
Visitors easily navigated the bay without assistance. But engagement and time spent at the bay only went up when assisted.
:50
average
visit
The iPhone Bay had no products for sale, but managed to hold many customers for almost a minute. With an average time across all bays at 83.76 seconds.
