About
9 years in design and currently leading the effort of building a new B2B marketplace for SMBs.
Contact
About
9 years in design and currently leading the effort of building a new B2B marketplace for SMBs.
Contact
Apple Free Trial Bundle
Intro
A service banner that helps users make informed purchase decisions while strengthening business partnerships.
My role
Design Lead
Duration
4 Weeks
Team
Product team x1, Business team x2, & Engineering team x2;
Intro
A service banner that helps users make informed purchase decisions while strengthening business partnerships.
My role
Design Lead
Duration
4 Weeks
Team
Product team x1, Business team x2, & Engineering team x2;
Intro
A service banner that helps users make informed purchase decisions while strengthening business partnerships.
My role
Design Lead
Duration
4 Weeks
Team
Product team x1, Business team x2, & Engineering team x2;
Project background
Apple’s proposal
Project background
Apple’s proposal
Project background
Apple’s proposal
Apple proposed partnering with Walmart to promote free trials of its services (e.g., Music, News, Books, TV+, AirPods) via banner ads on Walmart’s eCommerce pages to reach everyday shoppers.
Apple proposed partnering with Walmart to promote free trials of its services (e.g., Music, News, Books, TV+, AirPods) via banner ads on Walmart’s eCommerce pages to reach everyday shoppers.
Apple proposed partnering with Walmart to promote free trials of its services (e.g., Music, News, Books, TV+, AirPods) via banner ads on Walmart’s eCommerce pages to reach everyday shoppers.
Problem & opportunity
Lack of contextual trial promotion
Problem & opportunity
Lack of contextual trial promotion
Problem & opportunity
Lack of contextual trial promotion
Walmart.com lacks clear, upfront promotions of Apple’s free trial offers during shopping, causing missed trials, lower perceived value, and reduced activations/revenue for both brands.
Walmart.com lacks clear, upfront promotions of Apple’s free trial offers during shopping, causing missed trials, lower perceived value, and reduced activations/revenue for both brands.
Walmart.com lacks clear, upfront promotions of Apple’s free trial offers during shopping, causing missed trials, lower perceived value, and reduced activations/revenue for both brands.
Opportunity
Clear, upfront trial information empowers informed decisions, boosts engagement, and drives mutual growth.
Existing design
Search result page
Existing design
Search result page
Existing design
Search result page
Existing design
Item page
Existing design
Item page
Existing design
Item page
Goal
Goal & success metrics
Goal
Goal & success metrics
Goal
Goal & success metrics
Launch a prominent banner highlighting Apple trial benefits with a post-transaction email redemption point to achieve 25% higher CTR.
Launch a prominent banner highlighting Apple trial benefits with a post-transaction email redemption point to achieve 25% higher CTR.
Launch a prominent banner highlighting Apple trial benefits with a post-transaction email redemption point to achieve 25% higher CTR.
Process & Exploration
Key decisions and challenge in achieving product success
Process & Exploration
Key decisions and challenge in achieving product success
Process & Exploration
Key decisions and challenge in achieving product success
While the essential goal of the exploration is to bring clarity and transparency on how to how chase the benefit, the structure should also tailored to match with user’s browsing intent. That’s why solution #3 stands out even though it adopt a slightly different approach compare to Affirm’s banner.
While the essential goal of the exploration is to bring clarity and transparency on how to how chase the benefit, the structure should also tailored to match with user’s browsing intent. That’s why solution #3 stands out even though it adopt a slightly different approach compare to Affirm’s banner.
While the essential goal of the exploration is to bring clarity and transparency on how to how chase the benefit, the structure should also tailored to match with user’s browsing intent. That’s why solution #3 stands out even though it adopt a slightly different approach compare to Affirm’s banner.
Solution #1
A text-led banner fits better for user with specific shopping intent
Solution #1
A text-led banner fits better for user with specific shopping intent
Solution #1
A text-led banner fits better for user with specific shopping intent
Solution #2
An icon-led banner message fits better with user browsing intent
Solution #2
An icon-led banner message fits better with user browsing intent
Solution #2
An icon-led banner message fits better with user browsing intent
Solution #3
Adding exact dollar value and service icon brings better clarity
Solution #3
Adding exact dollar value and service icon brings better clarity
Solution #3
Adding exact dollar value and service icon brings better clarity
Process & Exploration
Sustainable & scalable design through collaboration with engineering team
Process & Exploration
Sustainable & scalable design through collaboration with engineering team
Process & Exploration
Sustainable & scalable design through collaboration with engineering team
I collaborated with our engineering team to craft a scalable message structure using Apple’s API. We started with an actionable verb like “Get,” followed by the promoted service and a dynamic indicator for single or multiple offers—ensuring flexibility to support Apple’s evolving business plans for service promotions.
I collaborated with our engineering team to craft a scalable message structure using Apple’s API. We started with an actionable verb like “Get,” followed by the promoted service and a dynamic indicator for single or multiple offers—ensuring flexibility to support Apple’s evolving business plans for service promotions.
I collaborated with our engineering team to craft a scalable message structure using Apple’s API. We started with an actionable verb like “Get,” followed by the promoted service and a dynamic indicator for single or multiple offers—ensuring flexibility to support Apple’s evolving business plans for service promotions.
Process & Exploration
V1.0 design exploration
Process & Exploration
V1.0 design exploration
Process & Exploration
V1.0 design exploration
Shopping experience
The exploration of the banner helps build a great start to test the banner length on different page and led to different component variant depends on the length limitation.
Checkout experience
During my design process for V1.0, I expanded the banners to the entire journey, including cart and checkout, to maintain consistency.
Post-transaction experience
I also introduced post-purchase entry points in thank-you pages, emails, and claim pages, creating a cohesive flow that aligned expectations and simplified redemption for Sara.
Process & Exploration
Feedback & iteration
Process & Exploration
Feedback & iteration
Process & Exploration
Feedback & iteration
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg"><path d="M 12.825 8.496 L 0.833 8.496 C 0.594 8.496 0.396 8.417 0.237 8.258 C 0.079 8.1 0 7.901 0 7.663 C 0 7.424 0.079 7.225 0.237 7.067 C 0.396 6.909 0.594 6.829 0.833 6.829 L 12.825 6.829 L 7.408 1.413 C 7.242 1.246 7.16 1.051 7.162 0.829 C 7.165 0.607 7.25 0.412 7.417 0.246 C 7.583 0.085 7.778 0.003 8 0 C 8.222 -0.003 8.417 0.079 8.583 0.246 L 15.417 7.079 C 15.506 7.168 15.568 7.26 15.604 7.354 C 15.64 7.449 15.658 7.551 15.658 7.663 C 15.658 7.774 15.64 7.877 15.604 7.971 C 15.568 8.065 15.506 8.157 15.417 8.246 L 8.583 15.079 C 8.422 15.24 8.229 15.321 8.004 15.321 C 7.779 15.321 7.583 15.24 7.417 15.079 C 7.25 14.913 7.167 14.717 7.167 14.492 C 7.167 14.267 7.25 14.071 7.417 13.904 Z" fill="rgb(22, 163, 74)" height="15.320810875267782px" id="IYdNNc84q" transform="translate(4 4.338)" width="15.6583px"/></svg>)
Apple made complimented the sustainable designs for banners, detail pages, and claim flows.
Apple made complimented the sustainable designs for banners, detail pages, and claim flows.
Apple made complimented the sustainable designs for banners, detail pages, and claim flows.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg"><path d="M 12.825 8.496 L 0.833 8.496 C 0.594 8.496 0.396 8.417 0.237 8.258 C 0.079 8.1 0 7.901 0 7.663 C 0 7.424 0.079 7.225 0.237 7.067 C 0.396 6.909 0.594 6.829 0.833 6.829 L 12.825 6.829 L 7.408 1.413 C 7.242 1.246 7.16 1.051 7.162 0.829 C 7.165 0.607 7.25 0.412 7.417 0.246 C 7.583 0.085 7.778 0.003 8 0 C 8.222 -0.003 8.417 0.079 8.583 0.246 L 15.417 7.079 C 15.506 7.168 15.568 7.26 15.604 7.354 C 15.64 7.449 15.658 7.551 15.658 7.663 C 15.658 7.774 15.64 7.877 15.604 7.971 C 15.568 8.065 15.506 8.157 15.417 8.246 L 8.583 15.079 C 8.422 15.24 8.229 15.321 8.004 15.321 C 7.779 15.321 7.583 15.24 7.417 15.079 C 7.25 14.913 7.167 14.717 7.167 14.492 C 7.167 14.267 7.25 14.071 7.417 13.904 Z" fill="rgb(220, 38, 38)" height="15.320810875267782px" id="GMIZqjTeD" transform="translate(4 4.338)" width="15.6583px"/></svg>)
1st, the dollar values as a legal risk due to varying state taxes, which could mislead users on exact savings,
1st, the dollar values as a legal risk due to varying state taxes, which could mislead users on exact savings,
1st, the dollar values as a legal risk due to varying state taxes, which could mislead users on exact savings,
Before
V1.0-Product item page
Before
V1.0-Product item page
Before
V1.0-Product item page
After
V2.0-Product item page
After
V2.0-Product item page
After
V2.0-Product item page
2nd, the copy-paste icons for redeem codes, citing rising scam risks from promo code fraud. Apple's data showed increasing abuse cases, leading to code deactivations.
2nd, the copy-paste icons for redeem codes, citing rising scam risks from promo code fraud. Apple's data showed increasing abuse cases, leading to code deactivations.
2nd, the copy-paste icons for redeem codes, citing rising scam risks from promo code fraud. Apple's data showed increasing abuse cases, leading to code deactivations.
Before
V1.0-Product item page
Before
V1.0-Product item page
Before
V1.0-Product item page
After
V2.0-Product item page
After
V2.0-Product item page
After
V2.0-Product item page
Optimal Solution
Final design
Optimal Solution
Final design
Optimal Solution
Final design
