Apple
Apple
Self-initiated concept and pitch developed for Apple Retail. Explores how light-touch gamification could motivate store teams — turning daily tasks, training, and customer outcomes into a clear, rewarding loop. Not a shipped product.
Problem
Frontline teams complete dozens of small but meaningful actions every shift — training modules, customer follow-ups, trade-in setups, accessory attach. Most go unrecognized, and managers lack a lightweight way to reinforce the behaviors that matter.
Approach
Spoke with former Specialists and store leaders to map the moments worth rewarding. Defined three incentive types — daily streaks, team challenges, and milestone goals — and prototyped the experience as a tab inside Apple's existing internal app, so the proposal required no new tools to adopt.
Mechanics
Points are earned for verified actions: completing a training path, logging a customer setup, hitting an attach goal as a team. Rewards favor recognition over cash — early access to new product training, named shout-outs in the daily huddle, and redeemable Apple credit at higher tiers.
Pitch
Packaged as a 12-screen prototype and a short narrative deck framing the opportunity, mechanics, and rollout. Modeled projections: training completion +40%, accessory attach +15%, with recognition-first rewards designed to feel motivating rather than surveillance-like.
On the design
Visually, the work leans into Apple's existing language — generous whitespace, SF-style typography, and quiet color — so the gamification layer reads as a native extension of the internal app rather than a bolt-on. Progress states, points, and challenge cards were designed with restraint: a single accent color, soft motion, and no badges or confetti, keeping recognition feeling earned rather than loud.
Results
- +40%
- Projected training completion
- +15%
- Projected accessory attach
- 12
- Prototype screens
- 3
- Incentive types
Next project
Amazon →