Powerful Features for Work

Apple
2025

Creative lead on the experience design for a new modular approach to in-store creative learning at Apple. Focused on the development of a new in-store learning experience spotlighting Powerful Features for Work.

Designed for small businesses, freelancers and entrepreneurs, or anyone using Apple products at work, the experience needed to function for groups of all kinds and sizes, with a wide range of interests and needs.

I led the experience design, session copy and online customer journey, collaborating closely with Apple’s design team, creative directors and senior management to prototype, test and refine the experience before its global rollout.

At the core of the project was the creation of detailed facilitation and guidance documents to support delivery in Apple Retail Stores worldwide.

Working directly with Apple Creative Pros (the in-store facilitators), I scripted and structured the session from end to end. This included the product demo flow, on-screen guidance, hands-on activities and retail calls-to-action, all designed to balance consistency with flexibility for live delivery.

The resulting framework has since informed additional Today at Apple sessions and now underpins Apple’s new modular approach to in-store programming.

I’ve also led the development of session content across a range of other Apple retail experiences, spanning on-screen visuals, facilitator scripts and in-store signage, plus the online journeys that bring people in.