Apple: Defining iPad’s Identity Through Storytelling & UX
Challenge:
The iPad lacked a distinct identity, positioned between the iPhone and MacBook without a clear narrative. A refreshed digital experience was needed to showcase its unique value.
My Role:
I supported the content strategy and UX optimization efforts, collaborating with data science, retail, and creative teams to enhance the iPad’s digital presence.
Conducted comprehensive site audits and analyzed user behavior to inform content decisions.
Integrated storytelling elements to illustrate real-life use cases and highlight key accessories.
Optimized UX components, including scrolling direction and navigation flow, to improve the purchasing experience.
Impact:
Developed a clearer, more engaging iPad identity through strategic storytelling.
Achieved a 15% increase in time on page and a 20% deeper scroll depth, signaling stronger user engagement.
The framework established was later adapted for the Apple Watch digital experience.
Visit the iPad page to see the live experience.
