Powerful Features for Work
2025
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, in-session copy and online customer journey, working closely with Apple’s design team, creative directors and senior management to prototype, test and iterate the new experience, before it rolled out worldwide.
At the heart of the process was the production of guidance documents that would support the facilitation of the experience in Apple Stores around the globe. I worked closely with Apple Creative Pros (who lead the sessions in store) to ensure these documents were fit for purpose, providing a clear roadmap for the session in any eventuality, with space built-in for adaptation and improvisation in the moment.
The final framework has since been applied to other Today at Apple sessions and is at the core of a new wave of modular programming.