Apple is an American multinational technology company headquartered in Cupertino, California that
designs, develops, and sells consumer electronics, computer software, and online services. Leading up
to the launch of the iPhone 7, Apple worked with digital agency Critical Mass to redesign the experience
of buying products on Apple.com, in-store and on the Apple Store App.
There were several points that the team at Apple wanted to address in the redesign of the Apple.com
retail experience. The previous check-out experience was inconsistent across products, felt outdated.
The team wanted a more intuitive and easy to use experience – allowing users to feel a more clear sense of
progression as they made decisions and to better communicate the options available to them every step
of the way, while retaining Apple's modern presence and giving their products more prominence.