As part of the product launch team at Apple, I worked on both the launch of the original Apple Watch in 2015 and the launch of Apple Watch Series 3 in 2017. The tiny technological marvel changed drastically in those two years. Resulting in two very different sites. With two very different product stories.
With the 3rd generation of Apple Watch the product story was becoming more focused—even with the introduction of cellular. The watch was now the ultimate sports watch, an intelligent activity tracker, powerful health tool, and an all-day assistant. In an age of Instagram stories and short attention spans, it was our goal to create a site that distilled the myriad of new features down into quick and glanceable bits. To turn a comprehensive product narrative into a 2-minute read. And, of course, to enable users who want to learn more the ability to do so by implementing learn more buttons for each of the tentpole features. Visit archived site›
Apple Watch Series 3 Family Page
Apple wasn’t the first to market with a smart watch, but it was certainly the first to get it right. From the technology and design stories, to comparing the differences between models, this debut site had to do a lot of heavy lifting. As such we also introduced a first for Apple, a visual explore nav to make browsing easy. Visit archived site›
In order to convey the vast amount of new product information, the site navigation structure was established in a way that new content could be released periodically between the product being announced and its availability 6 months later.
Apple Watch Detail Page
Apple Watch Sport Detail Page
Apple Watch Edition Detail Page