Apple SEED — Learning That Scales Across Retail & Channel

Designing a learning experience that feels as intuitive and polished as the products it teaches — helping Apple’s global sales force build expertise, motivation, and connection through purposeful design and narrative flow.



Solution

Apple

Customer(s)

Apple

Deliverables

Training Platform for Apple Channel Sales Teams

Introduction

The Apple SEED platform empowers thousands of Apple Channel Sales and retail specialists to deepen their product knowledge, earn certifications, and stay aligned with the latest launches — from iPhone to Apple Watch.

As a Lead Product Designer, I was responsible for transforming SEED into a next-generation mobile learning experience. The challenge was to replace a static content library with a dynamic, adaptive ecosystem that feels personal, engaging, and unmistakably Apple.

The project included a full redesign of the iOS and iPadOS experience, internal learning dashboards, and global roll-out across Apple’s enterprise channels.

Impact

Reached 40K+ global users across Apple’s channel and retail programs.
Weekly active participation increased by 60% after redesign launch.
Reduced content discovery time by 40%, thanks to the new “For You” personalization layer.
Introduced Achievements, Challenges, and Learning Journeys, making training habit-forming.
Recognized by Apple’s Channel leadership as a model for “learning through experience.”

These measurable improvements translated to better-trained sales specialists, stronger customer interactions, and faster adoption of new product lines.

Project gallery

Product Story — The Golden Thread Methodology

The redesign was guided by the Golden Thread Methodology — connecting each learner’s day, goals, and motivation into one continuous experience.

Golden Thread in SEED:

Day-in-the-life research: Shadowed Apple Sales Consultants to understand when and how learning fits into their workday — often between customer interactions or on commutes.
Narrative flow: Designed the app around “Ashley,” a field consultant whose daily tasks became the backbone of the interaction model.
Personalized motivation: “For You” tab prioritized short, high-impact modules aligned with the user’s goals and schedule.
Progress & recognition: Gamified with badges, streaks, and leaderboards that reflected mastery, not just completion.
Systemic scalability: Modular UI and content architecture allowed rapid rollout for new products and campaigns (e.g., iPhone, Apple Watch, iPad).

By grounding design in real behavior and connecting it to business metrics, SEED became more than a training tool — it became a culture-building platform for Apple’s global retail ecosystem.

Reflection

This project reaffirmed my belief that education inside organizations succeeds when it feels personal, continuous, and delightful.
The same Golden Thread principles — narrative continuity, adaptive learning, and contextual motivation — now inform how I design onboarding and AI-assisted employee experiences.

No items found.

Interested in working together? Get in touch today.

Ready to bring clarity, strategy, and momentum to your next big initiative? Let’s talk about how we can make it happen.

