Hasani Tyus Design





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.  


Design Challenge

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 The previous check-out experience was inconsistent across products and left outdated.
The team wanted a more modern presence and to give their products more prominence.  Also central was
for 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. 


The team at Critical Mass began the process gathering inspiration and doing "blue sky" design explorations.
Working side by side with art directors at Apple these explorations were refined and like-minded designs were
grouped together into "buckets" - through continued iteration those buckets turned into three distant
directions to design against. Working with wireframes created by the UX team, the visual team continued to
iterate on content, typography, composition, and color while concepting interface interactions in Principle prototypes.

Design Iterations - Mobile


Design Iterations - Desktop

Through continued review the design was narrowed to a single direction. That design was refined even
further in response to findings from user interactions post launch.

As part of the Critical Mass team my responsibilities were design exploration, iteration, prototyping and
execution of final desktop and mobile designs.

Final Design