Case Study - Launch of the Apple iPhone 14

Set up design templates to streamline the iPhone 14 launch, enabling Optus to get to market first and boosting sales.

Overview 

September is an important month for telcos to announce new iPhones. I was fortunate to support the iPhone 14 event, which focused on the consumer e-commerce website.

Challenges 

  • 48-hour time limit: Apple releases marketing assets only after their keynote finishes. This leaves a tiny window to design announcements and pre-order pages, seek approval from Apple, pass AA accessibility, and build and publish (ideally before the competition) 

  • SEO Optimisation: Optimised iPhone page using good naming conventions, including SEO keywords, to improve Google ranking 

  • Page Performance (Core Web Vitals): Balanced image quality with file optimisation to ensure page load speed was under 3 seconds for the best performance and customer experience

Template example:

Process

  • I led a team of nine designers to execute the e-commerce strategy across the website. In preparation for the tight turnaround, I created optimised Figma and Photoshop templates for the team

  • I created a master Figma page including all business touch points. As a source of truth, it enables better communication across all teams involved, including marketing, sales, GTM, and APP teams. Using Figma components and communication tools, I could instantly communicate design direction changes and eliminate the miscommunication experienced on previous iPhone launch projects

  • Collaborate with SEO specialists to analyse the best naming convention for asset names, including SEO keywords. I distributed it to the designer and producer to follow up on using it 

  • The main issue the previous year was missing ALT text, which was terrible for accessibility. I worked with a copyrighter and SEO specialist to prepare good ALT text, including keywords, to share with the designer and producer

Achievement 

  • We were the first telco to market with our announcement page and homepage presence 

  • Reduced bottlenecks with design process timelines

  • iPhone 14 tNPS (Transactional Net Promoter Score) was higher than baseline, and gross sales increased compared to last year's iPhone 13

  • Recognition from Apple for “best in class execution for iPhone 2022”

  • Recognition from stakeholders for “Consistent design and execution across web and mobile”

  • Feedback from customer: "Online ordering experience was nice and smooth. Really nice work Optus”