Brief
While I was working for the Apple Japan sales team, we were given the opportunity to increase accessories sales by suggesting them to the customer with every purchase in-store.
I aimed to utilise the design perspective to make practical changes in the situation.
Details
• Whereas we had set importance to suggesting only main products, my regional team started a project, which aimed at changing a team’s mindset by constantly communicating with each other.
• I was assigned to the leadership team in relation to this project.
• The leadership team believed that the quantitative sales target, which Apple Japan was pursuing, would be automatically achieved with the result of accomplishing the qualitative goals we set by conveying the project’s vision.
• Although the qualitative goals were our priority, it was important to monitor the quantitative targets' progress simultaneously.
•The significant challenge was to permeate the project purpose and objectives to a team of over 20 members because the project’s success depended on each individual’s commitment.
Intentions&Approaches
• We set two qualitative goals.
- Everyone participates in and enjoys the project subjectively, rather than someone playing a significant role by leading the team.
- Everyone highlights the importance of suggesting accessories to each customer.
- Everyone participates in and enjoys the project subjectively, rather than someone playing a significant role by leading the team.
- Everyone highlights the importance of suggesting accessories to each customer.
• I conceptualised the qualitative goals in a simple slogan, Attach the Brightest Future.
• I designed the graphics, such as a logo and banners and set them as wallpapers on their iPhones and Apple watches. This was to inspire and motivate the team to achieve their qualitative goals.
• The design idea aimed to change the quantitative goals from the compulsory quota to the objective we wanted to achieve.
Result
• We succeeded in instilling a new mindset into the whole team, which meant achieving the qualitative goals.
• We were the only team in Japan that fulfilled the quantitative sales target.
Creative Originality
• I came up with a greyed-out Apple Logo design which was composed of circles. This allowed us to monitor the progress, in quantitative goals, by colouring it according to sales units.
• I placed the team members’ Memojis in a rectangle. This was to avoid giving the impression that a specific person was leading the project, but that everyone’s commitment was essential.
• I adjusted the banner size so that an iPhone clock didn’t hide any elements.
• As part of the creation process, I asked the team members to choose their favourite Memoji. Its purpose was to help them subconsciously understand that they were one of the essential pieces for success.
