I helped develop and launch a new pilot program to solve drop-off rates for apple.com. Using data, insights, an encyclopedic knowledge of each device, and an understanding every journey’s key points — I wrote, produced, and localized videos that imbued Apple’s signature clarity to product discovery and buy flows in the U.S., U.K., China, Japan, Australia, India and Germany.

 
 

Brief

Place video tiles at key points in apple’s product discovery and buy flows , informing apple customers so they can feel confident purchasing online, rather than calling customer service or going in-store.

Insight

Apple’s unparalleled customer service in-store makes it more than a store, but an experience. Casting Apple store employees, shooting in-store, and having them break the fourth wall – speaking directly to the customer – can help close the gap between in-store and online buying experience

EXECUTION

These retail learning videos are live on apple.com, and have helped increase online orders thanks to their clarity, brevity, and signature Apple simplicity.

Below, you’ll find an example of two of the countless videos I wrote for various Apple buying journeys, this time for iPad.

*Please note, these videos are live on the Apple.com, but I am unable to host them on my personal website because I would really love to not be sued by Apple.

If you want to check out the live experience I’ve outlined below, you can start HERE.

First, Apple customers decide which color they want for their new iPad.

Next, customers are presented with two options for storage. This is the point in which many customers would drop-off, usually to call Apple Customer Service, decide to go into a store, or abandon their cart all together.

Now, they meet Ali. Who explains in 56-seconds the concept of storage, options they have on-device and in iCloud, and helps them visualize the things they may want to store.

Once they’ve decided which storage option is best for them, comes the perennial question: to get or not to get cellular capability. If they choose an iPad without cellular connectivity, they won’t be able to add it later. This is a common misconception.

Now, they meet Jovani. Who deftly explains the difference between the Wi-Fi + Cellular option, and an iPad with just Wi-Fi connectivity in 36-seconds.