01 · UX Design
Shipped. Still in production.
Apple
Internal A/B and multivariate testing tool
Lead UX for an internal marketing experimentation platform
- Status
- Designed for Apple internal use
- Service
- UX design / research / product strategy
- Role
- UX design lead
- Scope
- Dashboard, experiment setup, variant editor, audiences, offers, shipping groups
- Team
- Design lead + embedded Apple marketing team
- Launched
- Internal
Apple was paying a third-party vendor for every experiment its internal marketing teams wanted to run, and the dependency was getting in the way of how the company actually wanted to test.
Jason led UX on an Apple-native A/B and multivariate testing platform, built on the company's internal directory for permissions and surfaced through an internal admin console.
The design covers a calendar dashboard, draft-first experiment states, a gated experiment setup, an IP-granular audience builder, and a multi-variant WYSIWYG editor with live preview. Engineering carried the platform to internal launch.
Method · effort by phase
01 · Discovery
Picked up mid-stream: audited prior work, reviewed competitor experimentation tools, and worked the system backward from prior results.
02 · Define
Embedded with the internal marketing team to build the requirements document, full sitemap, and navigation map before the first screen.
03 · Ideate
Designed the calendar dashboard, draft-first experiment states, gated setup, offer and shipping tooling, drag-and-drop audiences, and the multi-variant WYSIWYG editor.
04 · Prototype
Whiteboards, grid paper, and comps went through multiple rounds before anything was presented to the team.
05 · Implement
Detailed visual design handed off as the platform moved into build and launched internally.
What the work surfaced
Testers want three answers on entry
Which tests are running, how long, and where: the calendar dashboard answers those three questions first and pushes everything else deeper.
Drafts are first-class state
Testers run hundreds of experiments a week and pause mid-setup constantly, so drafts can be started, stopped, and edited without losing state.
Gates protect a global storefront
Setup is a gated five-step flow (metadata, audience, offer, variants, review) that forces approvals before launch; the gate is the product, not a layer on top.
A single directory is the permissions model
Every permission routes through the company's internal directory, so managers control access and ownership with no parallel auth system to maintain.
Audience granularity goes to IP
A drag-and-drop attribute palette lets non-technical marketers compose precise segments down to IP-block granularity without asking engineering.
Traffic allocation is one slider
A single slider controls the percentage of traffic per variant: faster to learn than a numeric field and impossible to enter invalid values.
One experiment, many variants, one mode
The variant editor enforces a single mode (A/B or MVT) per experiment so users cannot ship inconsistent tests or mis-attribute results.
Live preview in a browser simulator
The WYSIWYG editor previews each variant across Safari, Chrome, Firefox, and Edge before launch.
The artifacts, as wireframes
Shipped interfaces stay confidential. The structure is the deliverable: these are the wireframes the way they went to engineering.
Delivered
- Product requirements document, drafted whiteboard-in, iterated with marketing
- Full sitemap across three levels with admin-gated leaves
- Navigation map unifying front-end, role-gating the back-end
- Calendar dashboard with active, paused, and draft experiments
- Draft-first experiment state management
- Gated five-step experiment setup (metadata, audience, offer, variants, review)
- Asset request flow routed through internal directory groups
- Offer setup with shipping method and shipping-group configuration
- Drag-and-drop audience builder with IP-level granularity
- Single-slider traffic allocation
- Multi-variant WYSIWYG editor with per-variant page support
- Live preview browser simulator across Safari, Chrome, Firefox, Edge
- Internal directory permissions integration
- Grid system across desktop, tablet landscape, tablet portrait, mobile
- Detailed visual design through hand-off to engineering
Outcome
An internal, directory-permissioned A/B and multivariate testing platform designed for Apple marketing.
A complete design system and product designed for the internal marketing team, built around the company's existing internal directory permissions and approval flow.
- Modes
- A/B + multivariate
- Status
- Designed for Apple internal use
- Surface
- Web · internal admin console