Apple Pay : The North Face, Vans & Reef
Project Overview
VF Corporation is home to many strong, well known brands. Each of these brand has it’s own identity but they do share a common technical foundation. I was tasked with designing the Apple Pay implementations for The North Face, Vans and Reef. There were similarities and Apple has it’s own specifications, but each site required unique considerations.
Visit thenorthface.com, vans.com, reef.com
Problem/Solution
When you are working with established brands, especially ones as strong as these, you have to start with their style guide, technical specifications and design to assure consistency and maintain that in concert with the partner’s guidelines (Apple) to deliver a clear, usable and on-brand experience. You can’t give too much weight to the partner (even if their specifications might ask for it) and you have to always consider the business goals. We started with The North Face then moved on to Vans and lastly Reef.
Raising the mobile conversion rate was an essential goal for this project and a key benefit of Apple Pay. All three sites saw a significant lift in conversion rate after release. We’re still evaluating payment methods and checkout UX for further enhanecment.
Aside from Apple Pay being an ecommerce driver, which was a big win internally, we also got a nice nod from Apple–The North Face being was featured on the Apple Pay landing page (see below).
