Learning that scales across Apple retail and channel
The SEED app redesign. SEED is how channel retail employees worldwide learn about new Apple products and launches, so they can support customers in store. Mobile-first learning at global retail scale.
The problem
Every product launch has to reach tens of thousands of retail employees across the channel, fast, in a form they will actually use between customers. Long-form training does not survive a retail floor. SEED needed to make learning feel like using a well-made consumer app, because its users spend all day holding Apple’s actual products to that standard.
What we built
The redesigned SEED experience: discovery, personalized learning paths, live launch events, search across collections and resources, and achievements, all mobile-first. I served as the bridge between instructional design and UX, and led research sessions and workshops with the real audience, retail employees, to keep the product honest.
Impact
Training test scores rose 30 percent. The work traveled beyond the app: I presented the impact of design on customer sales engagement to 800 product retailers.
I worked with Boris at Apple on the Worldwide Channel Sales Enablement team, most notably on the SEED App redesign. From the start, Boris was a thoughtful and collaborative partner with a strong understanding of how the pieces of an app fit together. He often served as the bridge between instructional design and UX, always advocating for the user while helping shape product direction. Boris also led research sessions and workshops with real customers, uncovering insights that led to some really meaningful improvements.
Kai Jordan, Design at Airbnb, Adjunct Professor at Pratt. Worked with Boris on this project.