Tips Program
The Tips Program develops Apple native applications delivering post-purchase instructional content across Apple’s ecosystem.
As a founding member of product motion at Instructional Products, I was brought in to help scale the Tips program and motion team with the goal of enabling a rich and personalized instructional experience for Apple's entire user base. Over the course of 5 years, we scaled the program from 16 yearly Tips on 2 devices, to over 300 Tips per year on 12+ devices and 2 UI modes, with additional support for 39 language GEOs.
The Tips family of apps are first party Apple apps that help users gain confidence and discover new features through bite size product stories featuring tutorial animations and instructional copy.
To accomplish our goal of creating a truly personal instructional experience with Tips, we needed to dramatically scale up our team and production capabilities. Doing so required building a robust and flexible production pipeline that multiplied animator effort through UI modularity and a carefully crafted animator UX pipeline. We built robust UI tools, developed universal tap points that read clearly on any device or screen, built internal applications to automate content tasks on device, developed hardware device management systems, added graphical support to over 30 language GEOs, integrated CMS tagging and flagging via automated file naming, and created team production pipelines for tracking and QA, all the while scaling the motion team itself from our initial group of two, to a team of 8 which I managed.
I was directly responsible for leading a team of 8, building the infrastructure and pipeline for scaling content, art direction and branding for Instructional Products Tips content, representing the motion team in design and engineering meetings, as well as building, prototyping, and animating UI across Apple’s product ecosystem.
