Shaping how millions understand Siri - writing for products where simplicity is everything and every word has to earn its place.
Siri can do thousands of things across every Apple device. The challenge wasn't listing features - it was helping people imagine what Siri could do for them. We restructured the page around real moments: getting directions while your hands are full, sending a message without picking up your phone, finding that song stuck in your head.
The copy had to feel effortless - like Siri itself. Short phrases. Natural language. Commands you'd actually say out loud. We stripped away the tech-speak and focused on the magic of just asking.
The sites dedicated to Apple Music artists, and Apple Podcasters had the same problem, all of their content was scattered across multiple domains. Their look, feel, and tone needed unifying.
We created a flexible design system with easy back-end integration to allow the team to quickly update content to support their editorial needs. In addition, we developed a robust resource library for both platforms, wrote in-depth long-form articles about musicians and podcasters, as well as wrote and designed monthly email newsletters featuring custom content series.