Customer Journeys for App Store & Apple Arcade

PRODUCT & PROCESS DESIGN

Overview

Customer Journeys are about strategic messaging delivery. Each interaction is crafted to illicit a desired response to meet customers at different points in their lifecycle.

This project was an immense multi-year effort across many teams at Apple.

CLM Journeys are a balancing act for Services at Apple, particularly for the App Store. We needed a way to introduce relevant, timely messages that could meet business needs, but limit additional friction or extraneous noise. This was particularly difficult when supporting the store and Apple Arcade as a service within it. I worked to maintain a hard line of progressive messaging, so that they could actively benefit the user when they met the right conditions.

In order to create these journeys, I was first tasked with a layer of foundational work that focused on notifications, which control the permissions for all of our in-app messaging.

  • First, I audited the breadth of messaging instances.

  • Next, I partnered with a UX Writer on a strategy to modify all existing notifications to fit into a new UI. Our approach was to lean on programmatic options for new releases & on-device recommendations. I also provided direction to other LOBs within Services for their parallel work streams.

  • Finally, I broke out server-controlled notifications with more granularity, and assigned them to new device interruption levels to create a better hierarchy.

Role & Responsibilities

From 2021 to 2023, I designed a wide variety of journeys. Some were crafted in order to bring the App Store in alignment with international, regional, or local regulatory guidelines, and some were created as a HI design partner to our internal Product & Growth Marketing teams.

I was ultimately responsible for the design of each journey including, but not limited to:

  • solving for the business case while continuing to prioritize the user experience and limit friction wherever possible.

  • deciding which messaging framework and component to implement, and partnering with a common UI team to expand the framework when it didn’t meet our needs. Example wires at right.

  • partnering with Product teams to determine audience, conditions, triggers, and fatigue management.

  • partnering with Engineering & Ops teams to implement the messages in the client app and their templates in internal management tooling.

  • the synthesis of final assets from multiple creative team partners (UX Writing, Visual Systems, Editorial Creative, and third party partners) into cohesive flows.

  • presentation to all levels of design and organizational leadership, and

  • delivery of detailed design documentation.

Journey Themes

  • Family Sharing Invitations for Apple Arcade

    • Pending Family Invitations

    • New Family Group Creation & Inviting Members

  • App Store Onboarding including

    • Advertising Consent (US, EU, RoW) & Personalization Opt In (KR)

    • Notification Opt-In & Contextual Re-Prompting (TCC & Granular)

  • App Store Billing Journeys and Pricing Updates

  • App Store Spender Journeys (for Users New-to-Spend and Latent Spenders)

  • Apple Arcade Contextual Onboarding including

    • High Risk Messaging for Trialists & Subscribers

    • New Service Entitlement Messaging & Notifications

  • Family Sharing Invitations

    • Pending Family Invitations

    • New Family Group Creation & Inviting Members

Below are a few examples of the types of asks I would design, animate, prototype, and provide creative direction for. These were incorporated into an overarching journey map and testing document as the final deliverable.