The Newsroom site experiences the most traffic during Apple events, but the announcements were previously scattered across the landing page. Since articles would go live simultaneously with on-stage announcements, the hierarchy was often lost, with more significant announcements buried far down in the feed. Our goal was to create a new experience that would provide an event overview for the media, offer a modular approach for the content team to curate the position of announcements, and generate awareness for upcoming events. Apple events are the most important moments of the year for the company, and this new approach ensures that their significance is clearly communicated.
2020 — 2022
CATEGORY
UX/UI
David Pacheco
Bryn Christenson
Silvia Herrera
THE NEW COMPANION TO THE EVENTS
A clear glance of all the announcements while generating awareness and excitement for the upcoming Apple event
The main strategy for this feature was to make Newsroom the central hub for all announcements going live during Apple events, providing easy access for journalists to get the latest assets from Apple.
We identified several problems with the current experience: no hierarchy due to the reverse chronological feed, no distinction between regular posts and event announcements, and no connection to the event itself. Additionally, it was crucial for the project to address the different phases of the event: pre-event, during the event, and post-event, to better serve the purposes of each phase.
EVENT DAY VISITS
+100%
IPHONE ANNOUNCEMENT POST AVERAGE VISITS
+35%
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