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. As part of its
partnership with digital agency Critical Mass I worked to redesign the experience of buying products, and
on several campaigns across Apple.com, in-store and on the Apple Store App.  Below are selected projects. 


Apple.com Buyflow Redesign



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 The previous check-out experience was inconsistent across products, and felt outdated.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.  



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 across desktop, mobile and the Apple Store App.

Design Iterations - Mobile

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.


Design Iterations - Desktop



The deep collaborative nature of this project and working in such a large team was a new and rewarding experience. One that allowed feeding off of each others work in a way that often left me inspired and that made everyone's work better. I was also challenged to find ways to innovate within the constraints of an already well defined aesthetic. The extensive review process also allowed me to consider many details and use cases that I may have otherwise missed.

Final Design - Web


Final Design - Apple Store App



Accessories Holiday 2017

As part of the Accessories team I worked to concept and execute visual designs to promote Apple products for the Apple’s Back to school campaign and Holiday 2017 season. Responsibilities included concepting and design iterations for several touchpoints, including web banners, DMs, landing pages and gift guides for desktop, mobile, as well as for the Apple Store app. 

Concepting - InPage Banners


Holiday 2017 Gift Guide


Direct Messages -  Back 2 School & Holiday 2017