Elevation Crock

How one of the most successful campaigns in Kickstarter’s history left its backers high and dry

The Great Aluminum Hope

The “ Dock+”step-up model offered direct audio line out for higher sound quality and the ability to leave your dock connected to your sound system

The Cupertino Switch-Up

Wait.. This Is Your Big Plan?

The adapter kit and Lightning Cable each cost about $20

If you’re keeping score, that means I was paying $65 extra per dock to end up without either the low friction connector or the audio line out.

Here’s How It Should Have Ended

Transparency

Fix It For Free

VIP Treatment

Work With Apple

Free shipping

In Conclusion

Head of Design. Former Googler. Opinions are mine, except for the ones I borrowed.