Project Summary
Apple's product support pages (PSPs) are the "home base" for the support of all hardware, software, and services. This project specifically looked at the Support for what was classically called iTunes.
Role Summary
Disciplines: UX, UI, Wireframing, Research
Platforms: Mobile Web, Desktop Web
Rest of Team: Content Strategist, CMS Integrator, Project Manager
Objective
Update "Media Services" Support to match user expectations.
The singular iTunes product support page (PSP) was last redesigned in 2010. The makeup of our user base has drastically changed since then, and is primarily an iOS audience.
On iOS, there are 4 main first-party apps that make up what I like to call "Media Services": Music, TV, iTunes Store, and the App Store. Over time, the iTunes branding has diminished and it didn't make sense to keep our support focused on iTunes as the hub.
After talking to Marcom and thinking through the challenges, I came up with a new approach.
Features
Separate support for billing, then destinations for content support.
The hottest topic on the old iTunes Support page was the "Billing" tab, even though that information was buried (Billing averaged about a 20% click-through rate vs. the site average of less than 1% for other tabs). The data was telling me to elevate that information to its own page, with a focus on managing subscriptions - a fast-emerging topic for Apple Support.
Live page: Billing and Subscriptions - Apple Support
For content support, I decided to create new pages each focused on a specific type of content: music, movies & TV shows, and the Apple Music subscription service. This let each page showcase content that was specific and targeted to that idea and enabled my Content Strategist and I to tell compelling stories on each page.
Live page: Music Support
Live page: Watch Movies and TV Shows
Live page: Get started with Apple Music