Apple engaged our team to help standardize the digital experience for their network of global third-party retailers, known as Apple Premium Resellers (APRs). The goal was to create a consistent, high-quality web presence that met Apple's rigorous brand standards, while still giving each APP the flexibility to reflect their unique personality. As the UX lead, and a contributor to the UI track, I was responsible for finding a solution that worked seamlessly across a huge range of languages, markets, and retailer types.

Solution

We developed a comprehensive system that included modular page designs for multiple eCommerce platforms, a detailed style guide, and a best practices handbook tailored for APRs worldwide. Throughout the process, we balanced Apple's precise visual and UX expectations with the need for local adaptability, ensuring that APRs could maintain authenticity without diluting the Apple brand. In this template, the APR could customize the color of certain status and alert bars to bring forward their own brand presence.

Delivery

Our team prioritized clarity, scalability, and brand fidelity, working closely with developers to bring the designs to life on eCommerce platforms that APRs already use like Luma and Shopify. These are some examples of the mobile checkout flow that provides flexibility for resellers' preferred payment options.

Style Guide Excerpt

The final toolkit provided APPs with a clear, flexible foundation to build high-performing, Apple-aligned websites. It streamlined the launch process for partners, reduced design inconsistencies, and strengthened Apple's global retail brand presence online. Despite the complexity of the task (mysteriously, Apple did not provide us with specific brand guidelines so we had to create everything from scratch) we successfully delivered a system that felt unmistakably Apple while empowering APRs to stand out within their local markets.

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