Personal Setup In The Buy Flow
Personal Setup launched on August 27, 2024 in the AMR region and expanded worldwide in October. Since, data has shown that customers are highly likely to repurchase from Apple due to free setup support.
Personal Setup is actively promoted through a dedicated landing page, global nav, sitemap link, email comms, merchandising on the Apple Online Store and Apple Store App, along with internal indexing of setup-related search terms that direct users to the landing page.
Background
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Setup is important to customers and a value prop for Apple Retail.
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87% state they are likely to purchase again with Apple because setup support is offered.
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More than half of US buyers were not aware of setup by the time they received their purchase.
My Role
Project type: Feature Enhancement
Role: Lead UX Designer (in collaboration with copy and the product owner)
Industry: Consumer Electronics, eComm
Tools: Sketch, Adobe Photoshop, Webex, Slack, Quip
Duration: Q3 2025
How Might We bring more awareness to Personal Setup and encourage purchasing by incorporating key information from the Personal Setup landing page without taking customers out of the buy flow?
Personal Setup Value Prop Pill
The first placement is shown on the hero product buy flow pages for iPhone, iPad, Mac, and Watch.
The following geos (MX, BE, IE, NL, CH, NZ, SG, TH, HK, IT, IN) already have one value prop pill on the hero buy flow pages, so placing a second pill below the existing one highlights the importance of this value prop in terms of page hierarchy without distracting from configuring the product and making a purchase.
Personal Setup Blade
Placed directly below the “What’s in the Box” section on the buy flow page, adding a new blade dedicated to Personal Setup brings prominent attention to this service yet keeps customer in the buy flow.
Connecting the visual iconography back to the landing page and emphasizing that getting started, data transfer, discovering what your device can do, and free setup are all key parts of the content strategy for this placement.
Personal Setup Overlay
In order to keep the customer in the buy flow yet educate them on the benefits of setup, an overlay is shown from both the Value Prop pill and link within the Personal Setup blade. The customer is able to click into this overlay and access essential information related to setup that may encourage them to make a purchase without taking them away from configuring their desired product.
The content focus is on seamless transfer of data for customers that may need reassurance around switching from one device or brand to an Apple one, along with customization and expert help.
Personal Setup In Email Comms
I also proposed to add a section about Personal Setup within the Order Acknowledgement email. This section is placed directly below Apple Trade In, and directly above Questions.
Because this communication type is separate from the buy flow, the link “Learn more about Personal Setup” takes the customer to the Personal Setup landing page where they can learn about the features that are offered related to setting up a new device.
What I Learned
Thinking holistically in terms of the entire buy flow ecosystem was essential in defining each of the strategic placements where the customer can learn more about this valuable service.
Certain languages such as German and Thai have longer character translations than others. When considering a max character count of 34 characters for the value prop pill placement, we worked through a number of content variations that would be able to service all impacted geos once translated to each of the respective languages.
For the overlay, we began with six bullets of information and were able to condense down to three key bullets in numerous copy and content exercises.
In the end and thanks to effective cross-team collaboration, we were able to land on an overlay experience that was far more snackable in terms of content without taking the customer out of the purchasing process.
Link to the live experience coming soon. Scalability & Looking Ahead
Once the business impact has been evaluated from this implementation, in a future release, we plan to create hero product-specific content and iconography as well as expand Personal Setup placements further into the Apple Store App accompanying the above work that we’ve done for desktop and mobile-optimized web.
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