I contributed to the design of the Apple Retail Careers website, an experience created to inspire and inform prospective candidates by showcasing what it’s like to work inside an Apple Store.

My role focused on translating user insights into wireframes and interaction concepts, refining the content structure, and presenting UX decisions through high-level rationale decks aligned with Apple’s brand principles of clarity, innovation, and elegance.

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• Conducted content audits of previous Apple retail recruitment pages to identify gaps in storytelling and clarity.

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• Analyzed user insights to define what candidates needed to understand before considering a role (culture, responsibilities, growth).

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• Developed wireframes that structured content into narrative sections, enabling an immersive scroll-based journey.

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• Created presentation decks articulating UX strategy, interaction rationale, and alignment with Apple’s brand guidelines.

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Immersive Role Exploration

Designed the core experience to simulate what it feels like to work in an Apple Store, allowing users to discover responsibilities and environment contextually as they scroll.

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Strategic Storytelling

Used narrative-driven interactions rather than static job listings, reinforcing Apple’s human-centered approach to recruitment.

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View Live Website →

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• Received direct praise from the client, including: “This is the best work we’ve done in Apple Careers.”

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• Helped secure a follow-up engagement, expanding the relationship between Apple and Critical Mass LATAM

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• The storytelling framework designed for this experience continues to support global recruitment efforts across Apple Retail

Innovating Within Constraints

Working under NDA and brand guidelines required designing with precision while still pushing creativity and emotional connection.

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Designing for Brand Integrity

Every interaction and layout decision reinforced Apple’s values of simplicity, clarity, and human experience.