PROJECT
IQOS
AGENCY
PUBLICIS SAPIENT
ROLE
DESIGN MANAGER
CONTRIBUTION
PRODUCT DESIGN
VISUAL IDENTITY
MOTION DESIGN DIRECTION
STORYBOARDING
DESIGN SYSTEM
DESIGN GUIDELINES
YEAR
2019—20
INDUSTRY
TECHNOLOGY
An intelligent hub companion app for the IQOS ecosystem. Seamlessly connecting users to their devices, accessories and content to facilitate ease of use and help them achieve their personal goals.
01.
Context
Philip Morris has partnered with Publicis Sapient to redesign the application for the entire IQOS product ecosystem. This redesign aims to introduce a fresh and modern identity that aligns with the upcoming release of new physical IQOS products. The app, which runs on both iOS and Android, will play a crucial role in this transformation. There is a strong business and customer need for an app that promotes a smoke-free future. The design should seamlessly integrate with the IQOS ecosystem, improving not just the user interface but also the overall user experience. By introducing a new design identity, we can improve the current design system, ensuring it meets both user expectations and strategic business goals.
02.
Approach
Research and unpack the pain points of the current app, Creating a feature map for all existing product features. Align these features with business requirements while identifying the need for new feature development. Use the current design system as the foundation for the new product identity and validate the approach with key stakeholders. The IQOS Connect app: an intelligent companion. Track and stay in control of your consumption. Stay aware by setting goals and alerts. Through contextually relevant notifications, engaging content, and a positive tone of voice, the messaging will help build a trusted relationship with consumers and inspire further engagement. By delivering messages relevant to the user’s interests, geography, and timing, we can create a tailored IQOS experience for each individual.
03.
Outcome
The product identity is adapted from the recently designed web platform and design system, adding a fresher perspective to some components and art direction. This ensures consistency across the eco-system and helps take the brand identity and design system a step further. A complete redesign for all the user experience addressing the current user pain points as well as meeting key business goals. The MVP has been shipped within ~18 weeks with tracking and all device control features as well as customisation. A first iteration of the help section is also included as a high-priority feature to help customers troubleshoot their devices. Other features will be shipped after the MVP release. I returned in 2020 to further support the design and development of new futures for the product as well as improve the previous iterations.
24+
New and improved features for all IQOS devices.
Mobile DS
New design system for all IQOS mobile applications.
Product Reel
To showcase the product in marketing channels.
PROJECT CASE STUDY
⸺ IQOS offers a plethora of accessories, with new products being released often.
04.
Strategy
User Problem
Users may find themselves in a remote location without a network connection, with their IQOS device malfunctioning. It's important for them to continue using their IQOS devices for consumption and tracking progress. In this use case, users can access the app without network access to find troubleshooting solutions. Often, devices malfunction due to maintenance issues, and users can easily follow step-by-step guidance to fix them. This simple solution can decrease the number of customer support tickets and calls.
05.
Strategy
Design Approach
The experience allows the user to track their consumption and always stay in control, customising and personalising their devices. Through a machine learning engine (ML), the app suggests new flavours based on user behaviour. Users can easily learn from tips and tutorials. Finding what they need and want to achieve is just a tap away. IQOS offers a plethora of accessories, with new products being released often. The app helps customers stay up to date with this content, giving users the chance to browse through all accessories and linking them directly to the IQOS online shopping experience.
⸺ A clean design direction to the user interface by removing all unnecessary elements to declutter the screen. This makes it easy for the user to focus on the task at hand. It aligns with the devices' design and brings harmony to the brand while aligning with the brand’s values.
06.
Design Execution
Working closely with product owners and the development team is key to ensuring the digital product features provide the best user experience, considering the various IQOS device restrictions. With new technology and devices being released, it was important to design scalable features that align with these advancements. The design considers all other IQOS projects running in parallel, maintaining a consistent and coherent ecosystem. Design guidelines for asset content creation are provided for all parts of the app. Animation design principles, along with key UI animations and prototypes, serve as references for developers.
A clean design direction to the user interface by removing all unnecessary elements to declutter the screen. This makes it easy for the user to focus on the task at hand. It aligns with the devices' design and brings harmony to the brand while aligning with the brand's values. Through a machine learning (ML) engine, the app suggests new flavours based on user behaviour. Users can easily learn from tips and tutorials. Finding what they need and want to achieve is just a tap away ●
Credits
Samuel Viani ⸺ Design Manager
Dafna Krawchinski ⸺ Senior UX Designer
Daniele Signoriello ⸺ Senior Designer
David Sowerby ⸺ Program Management Director
Dennis Christensen ⸺ Associate Creative Director
Emma Scott-Robinson ⸺ Group Creative Director
Michael Cartwright ⸺ Business Analyst
Valentina Proietti ⸺ Lead UX Designer
﹢Cross-functional team collaboration
Philip Morris ⸺ Product Owner, Engineers & Stakeholders
Duration
18 weeks
Agency
Publicis Sapient
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