Precision Match — Reducing Apple Pencil Returns with Contextual Compatibility Solution
My Role:
Product Designer
Team:
Product Manager, 2 Engineers, QA Lead
Timeline:
21-days (Analysis → Design → QA → Launch)
Skills:
UI/UX Design, User Flow Mapping, Problem Solving, Stakeholder Collaboration, Responsive Designs
Context & Background
Problem Statement:
Approximately 27% of Apple Pencil orders were returned (RTO), due to customers purchasing models incompatible with their iPads. This confusion negatively impacted revenue and brand trust.
Incompatible
Device
Frustrated
Customer
Order
Returned
Business & User Goals:
- Business: Reduce Apple Pencil return rate
- User: Quickly identify which Apple Pencil works with their specific iPad model
Constraints:
- No backend API scope changes
- Function seamlessly on mobile & web
Discovery & Research
Data Analysis:
Reviewed returns data sheet; identified peak RTO on Pencil Pro and Pencil 2 pages — confirmed with Product Manager.
User Interviews:
3 participants; common feedback: “I can’t tell which Pencil fits my model without checking external sites.”
Ideation & Design Process
Initial Flows & Iterations:
- Draft 1: Inline compatibility dropdown on PDP
- Draft 2 : Tabular “Check Compatibility” opening bottom sheet
Final Flow & Prototype
Key Screens:
- PDP with Supported iPads List
- Bottom Sheet — Compatibility List
- Secondary Sheet — Correct Pencil Suggestions
- Compatible Apple Pencil PDP
TESTING, OUTCOME & IMPACT
Usability Test:
- Participants: 5 target users
- Tasks: Find and add compatible Pencil for “iPad Pro 11-inch”
- Results: 100% success (baseline 40%); Time on task ↓ 30s (baseline 2m)
Outcome & Impact:
- RTO Rate: Dropped from 27% to 13% one month post-launch
- Conversion Rate: +8% on Apple Pencil PDPs
Talk Design Over Coffee?