iPhone 11 showcases new colors, updated cameras, and compare moments the were quickly attainable and relevant to product feature the users were interested in.

The new product colors acted as a visual thread through the page, with the color range being used to speak to key features as the user scrolled the page.

It’s important for users to understand the difference between consumer and pro models, and equally important to get this information across in a clear, immediate way. The solution for iPhone 11 was to add compare moments, that would open content directly onto the product overview and give the user a high-level understanding of key differences at a glance.

Halfway through the product cycle we launched an alt product overview that showcased product features in a more modular, less information dense way. Users at a glance could understand the benefits of the product within a few scrolls, which resulted in significantly higher engagement and add to basket.