Brief
After the outbreak of COVID-19, Apple Japan's retail sales team faced an opportunity to build a new customer experience, which benefitted Apple, business partners and customers.
I designed a banner to help Apple staff explain the importance of the internet in order to provide a better customer experience.
Details
• Apple saw the pandemic as an opportunity to increase Mac sales.
• My regional team researched the possibility of streamlining the customer journey to allow for increased productivity.
• Internet service providers also saw the situation as a great opportunity to promote their services, as the internet was vital for people forced to work or study from home.
• As the internet service providers' desk was not located near the Apple store, Apple staff had to explain the significance of the internet on their behalf, even though this area was out of our field of expertise. Consequently, this resulted in time-consuming conversations with the customers.
• In addition, the customers had no way of even being able to communicate with Internet service providers.
Intentions&Approaches
• The banner was needed to enable Apple staff to gain the customer’s interest in the internet service briefly and straightforwardly.
• I designed a versatile banner, which can work well both on an iPhone screen and printed paper, so everyone could choose how to explain in whichever way they preferred.
• Since we never wanted the customer to feel they were given the hard sell, I devised the attracting messages based on the customers’ views and advice from internet service providers.
Message 1
The change in business manners between offline and online.
The change in business manners between offline and online.
3 essential offline business manners for competent workers.
1. Well dressed and groomed.
2. Speak with a clear and smooth tone.
3. Ensure confidentiality at all times.
1. Well dressed and groomed.
2. Speak with a clear and smooth tone.
3. Ensure confidentiality at all times.
3 essential online business manners for competent workers.
1. Defined and sharp image.
2. Clear audio.
3. Stable and secure internet connection.
1. Defined and sharp image.
2. Clear audio.
3. Stable and secure internet connection.
Message 2
Even the best computer needs the right environment.
Even the best computer needs the right environment.
Result
• It helped streamline 15% of each customer service.
• It helped generate 20% more sales in Mac sales in our store.
• It helped increase by 50 % internet contracts.
• It also convinced potential business partners to support Apple.
Creative Originality
• I made the message more convincing by comparing three significant factors from online and offline perspectives.
