Over the last 10 years, Apple Inc., the global technology leader known for innovative products including Mac, the iPhone, the iPad and myriad digital services has leveraged Optimal’s platform to enhance user experiences across their product and services ecosystem.
Since 2013, Apple has used Optimal’s platform to test navigation structures, gather user insights on specific applications and experiences and to validate product designs and interfaces.
A Longterm Commitment to User Experience Excellence
During the relationship to date, Apple has utilized Optimal’s platform to:
Optimize Navigation Structures for Mac Menu Systems
Apple used tree tests and card sorting to improve Mac menus. They wanted to:
Make features easier to find in menus
Fix navigation problems for different types of users
Improve their Product System Process (PSP) to make workflows more efficient
Evaluate Internal Tools and Interfaces
Apple has utilized Optimal to improve their internal systems:
Tested navigation patterns for internal knowledge bases
Evaluated information architecture of development environments and tools
Gathered feedback on internal workflow tools to identify friction points
Test Homepage Design Concepts
Apple employed first-click testing to evaluate homepage design concepts:
Analyzed user navigation patterns and initial click behaviors on proposed designs
Tested the effectiveness of various CTA placements
Measured task completion rates for user journeys beginning at the homepage
Validated that key product categories and services were discoverable
Gather Qualitative Feedback on Specific Applications
Apple conducted specialized qualitative interview sessions:
Collected qualitative insights on user satisfaction and pain points with specific tools
Identified opportunities for improvements between communication platforms
Measured perceived usability of internal systems against benchmarks
Outcomes and Impact
Apple's long-term engagement with Optimal shows a history of real value they’ve achieved through the platform. The company's continued usage over the last decade has resulted in long term actionable insights that have informed design decisions across both consumer-facing products and internal tools.
Key Takeaways
What can other brands take away from Apple’s work with Optimal?
Consistent, targeted research: Apple maintained a workflow of regular research annually so they were consistently gathering user feedback and insight to help with decision making.
Diverse tool application: Apple leveraged multiple study types within Optimal’s platform to address specific questions
Internal and external focus: Apple applied UX research to both consumer products and internal systems
Long-term investment: Apple has demonstrated that embedding user-centered thinking into your organization drives a deep commitment to data-driven UX optimization
Want to learn how you can get started gathering meaningful user insight with Optimal? Reach out to us today.
