In this project, we worked on the release of the new Apple Vision Pro for both the Winter and Fall quarters. The project lasted a year and involved working on one version and then updating it. For the first quarter, I worked on email campaigns, web design, and localization. In the second quarter, the focus was on design proposals to improve conversion on the main Apple Vision Pro .com site. I also worked closely on the mobile adaptation of the site, including a prototype used for the final product. We also updated the VisionOS 2 website and the mobile store app for the product listing page.
Summary
In this project, we at AKQA worked very closely with the Apple team. This included experience, branding, producers, ACDs, CDs, Art Directors, Graphic Production, Dev, Screens teams, and more. Communication was constant, and the main objective was to optimize the previous website with the new version. This new version had a different storytelling approach. The narrative focused on how comfortable the new bands were, and we optimized several sections across the page. Opening the drawers from the carousels was one of the most effective changes, since users were not clicking the “+” icons. This change increased retention per section because users navigated more of the flow. We also reordered key sections, such as the Design section, to bring the hardware story earlier and engage users faster.
Role
Sr. Designer
Outcome
The project required multiple iterations to reach the final result. Once the design was settled, the prototyping phase was critical. I worked closely with the team to build the mobile prototype and match the animations used on desktop. One of the biggest challenges was that mobile behaves differently, so some solutions needed to be adapted specifically for that format. The prototype I created was handed over to the dev team and used as guidance for the final product. View live site:
