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 anyone using apple products at work, the experience needed to function for biz groups of all kinds and sizes, with a wide range of interests and needs.
i developed the in-store learning experience and all supporting comms that would appear online and in stores around the world, 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 heart 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 and flexibility, offering a unified but variable live experience-- a session that could be different every time.
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.