AppleTV

As the MLS Season Pass experience on Apple TV+ continues to expand and include original, exclusive content from clubs in the league, a simple way to group and index types of content was needed. A visual tab system combines the club’s initials and a descriptive term to help users navigate video on demand.

Julio Cascante in a soccer uniform with a black and gray striped jersey, featured as an iconic player in a promotional image with green and white abstract background and text.
Close-up of a man with short hair and a beard shouting and celebrating with a clenched fist, in front of a dark background, with the text "Every Goal!" beside him.
Collage of three famous soccer players with a background of red, yellow, blue, and white brush strokes. Text reads "ICONIC Players."
Soccer player celebrating on the field with the text 'The Best of MLS'
Two soccer players celebrating a goal on the field with a crowd in the background, and the text 'Playoff Moments' at the bottom.
Two soccer players from LA Galaxy celebrating on the field, smiling and embracing each other during a game, with the 'Instant Replay' text overlay.
A soccer ball on a field with the text 'Beyond the Pitch' in bold letters above it.

UX and AX

To improve usability of the Apple Online Store across desktop and mobile, I partnered on a broad set of UX and accessibility updates. These ranged from purchase flows to refining interface patterns for screen readers and mobile navigation. The result was a smoother, more consistent shopping experience for all users.

Series of screenshots showing the process of customizing emojis on an iPad Pro, including selecting emojis, showing and hiding emoji options, and entering a first name for the emoji set.
A mobile screen showing a tutorial for personalizing an iPad Pro by adding emojis, initials, names, or numbers, with input fields for first and second lines, a show emojis option, save and cancel buttons.

Brand Voice

Part of a larger content design effort for Apple TV, this audit maps the history of Apple’s product naming conventions and defines the distinctive brand voices that have evolved over the years.

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A timeline of Apple brand names and voice innovations from 1978 to 2028, including 'Apple classic,' 'Apple promise,' and 'Apple practical,' with key product milestones and naming changes.