For marketers, real-time insights and metrics are essential to optimizing a campaign’s performance. But Apple Services, the company’s fastest-growing revenue driver, faced a unique challenge: their internal campaign tracking tool, while fueled by a robust backend, fell short of delivering the simple-yet-intuitive experience synonymous with the Apple brand.
How could we create a more welcoming experience for users — and help them make quicker, more informed decisions?
Together with Apple, we chose the name Pulse to instantly communicate the tool’s purpose — a way for marketers to keep a finger on the pulse of their campaign’s performance.
We paired the new name with a more refined, minimalist design aesthetic, including color, iconography, and branded UI explorations. We also established a more concise, conversational tone of voice to better align with Apple’s brand.
Along with our own in-depth analysis of the existing tool, we started by gathering extensive user research. Our discovery included user and stakeholder interviews, where we uncovered critical insights, and refined the central problem statement.
Ee developed a user strategy, complete with user flows and wireframes, to meet everyone’s needs — thanks to a more streamlined, intuitive experience.
Our goal was to create a thoughtful, beautifully-designed site that not only showcased Pulse’s new brand identity, but was also simple and joyful to use. In UI design, we prioritized for accessibility and legibility, ensuring the tool’s data was easily digestible — and empowering users to make informed decisions, quickly.
The result: a visually cohesive system that’s easy to use and efficient to build, striking the perfect balance of form and function.
