Driving UX Innovation in Customer Support Applications
The quick overview of my role in revolutionizing Apple's internal customer support platform.
Background
Apple is constantly innovating to enhance customer interactions. To take their customer service experience to the next level, they integrated a video-guided shopping feature into their internal support platform, Prism. The goal was to bring the in-store Genius Bar experience online via video chat, enabling specialists to assist customers in real-time with product recommendations and purchasing decisions.
The Challenge
Apple's specialists needed a seamless way to adopt a new component within their existing internal application with minimal onboarding. Their key goals were to increase close rates, drive upsells, and improve user satisfaction while ensuring a frictionless experience. The challenge was to integrate an existing API into their current interface, enabling specialists to video chat with customers and guide them through online shopping. The solution also had to be adaptive across devices, scalable for future enhancements, and compliant with privacy and security standards.
What I Did
I led the UX strategy and design for this initiative, ensuring a frictionless, intuitive experience by:
- Designing a seamless UI that integrated video chat, guided shopping, and live customer engagement.
- Collaborating closely with Apple PMs, engineers, and stakeholders to iterate based on feedback and refine the experience.
- Ensuring easy adoption by leveraging Apple's existing UI patterns and minimizing new learning curves.
- Building scalable interactions to maintain privacy, handle customer interactions smoothly, and optimize purchase conversions.
Role
Senior UX Designer, led UX Strategy, Interaction Design, and Design Systems
Interested in a behind-the-scenes look and detailed presentation? Contact me to schedule a portfolio review. Due to Apple's NDA, the actual work is only available to view in person.
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