Apple • Explore the Lineup
Capturing the essence of the products' limitless possibilities
How It All Started
Brief: We set out to reimagine the Lineup Page—rethinking its purpose and potential to better support customers and deepen their connection to the broader product ecosystem.
Objective: Our aim was to boost product understanding, guide users more intuitively through the experience, and support confident decision-making. At the foundation was a need for a scalable structure that could be applied across all Lineup Pages.
Role: As Creative Director, I led cross-functional teams from research through delivery, driving the vision and partnering directly with executive leadership to ensure strategic alignment and exceptional execution.
A Closer Look at the Problem
The current landscape of the LOB Lineup Pages on Apple.com has evolved into a complex challenge. Initially designed as a streamlined showcase of Apple's premier offerings, it has now become a cluttered amalgamation of choices and calls to action, overwhelming customers.
The priority now shifts from mere redesign to a strategic overhaul of these pages. A transformation that embraces simplicity and customer focus, ensuring every interaction is intuitive, impactful, and reflective of Apple’s fundamental principles.
How We Made It Happen
Navigating this project presented its own set of complexities, with an array of stakeholders and partners deeply invested in the page. The guiding principle was to craft a future-forward strategy that emphasized purpose and simplicity, while meticulously preserving the essence of the existing experience.
The core of our efforts lay in striking a harmonious balance—attentively catering to our customers' needs at each stage of their shopping experience, and addressing the business objectives. This approach ensured a seamless integration of customer aspirations with our strategic goals.
The Impact So Far
A streamlined user experience emerged, crafted to illuminate the full potential of the line of business through an intentional design. The page is distinguished by its clear wayfinding and a meticulously structured story from start to finish.
It greets users with an inviting tone, presenting clear, straightforward benefits, and effectively primes them for the critical showcase of products within that line of business. The language was reenvisioned, drawing inspiration from retail store scripts, to forge a more relatable and comprehensible experience.
Brad Donnelley
Design Leadership
Brad Donnelley