Anchor 1

CARTIER VAS PLAYBOARD
卡地亚增值服务探索托盘

Client

Cartier

Year

2020

Role

Project Manager &

Industrial Designer

Disciplines

User Research & Analysis

Scenario Definition

Initial Ideation

Concept Development

Mock-up Making

Industrial Design

Project Management

Cartier is a famous luxury goods brand which designs, manufactures and sells jewelry and watches. Personalization and customization are key driver in luxury retailing, thus there are many value added services in Cartier. But there are only a few customers know part of them. This is reason why clients want to take advantage of the physical and digital method to transform invisible to visible, which means bring awareness and drive customers engagement with extended services, before, during and after purchase. From the perspective of queue management, perhaps the service introduction can also reduce waiting times or build a better user experience. After we did the user research and analysis, we decided to design a value added service playboard.

卡地亚是著名的集设计、生产加工以及珠宝和腕表销售于一身的奢侈品品牌。个性化和定制化是奢侈品行业的关键驱动因素，因此卡地亚也包含着众多增值服务。但是却只有为数不多的顾客知道其中一部分增值服务。这就是为什么客户希望可以利用实体或者数字化的方式将这些隐性的服务变成显性，提供对增值服务认知的同时也驱动顾客参与到购买前、中、后的延展服务中。从排队管理的角度来说，也许可以通过介绍服务来减少排队等待时间或者构建更好的用户体验。在我们完成用户调研和分析后，我们决定设计一个与增值服务有关的探索托盘。

Through interviews with the Cartier boutiques staff, we had an in-depth understanding of how staff introduces value-added services in the sales process, and also knew the customers' feedback on Cartier pieces and related value added services.

Organized all the findings during user research, and summarized the work flow of boutique staffs below .

1 / Queueing

The security will simply ask what customers come here for, and take waters for them who have been waiting for a long time.
Sometimes Cartier brochures will be given to customers to read.

2 / Inquiry

Greeting with customers；
Inquire customers’ requirements and which category they want to buy.

5 / Deep Introduction

Take them into the VIP room to take a seat, and SA introduce and give business card.
When the customer is inclined to a certain piece, an in-depth introduction will be given to push the client make decision.

7 / Customization

If customers need customized pieces, they will be handed over to Customer Service staff for follow-up services.

6 / Desicion

After the customer decided to buy, SA will show the caring process and explain the warranty in detail & customization possibilities of the piece.

8 / Information Input

Customers fill in the membership information card, then SA type the information into the system.

Sales Associate Work Flow

3 / Exploration

Dig customers’ information and needs.
Accompany customers to browse, introduce and recommend pieces in front of the showcase.

4 / Trial

Choose 3 pieces for customers to try on.

9 / Check-out

Check out and print the invoice, show the certificate of piece which they have bought.

10 / Packaging

If the customer need packaging service, the SA will take it to package counter and return it back after a while.

Base on the work flow of SA, we found customers have several time periods have to wait for a while, and also found the SA pretty like to introduce the value added services especially some paid VAS, which is because VAS can attract customers queued more patiently to get into boutique and push customers make decision when they hesitate whether buy or not.

According to the above key insights, the VAS Introduction should happen on the OUTDOOR QUEUEING / SALES DESK / VIP ROOM.

During the boutique staff interview, we also prepared all Cartier value added services form, and they help us know which VAS are mentioned by customers very often. Base on the insights, we took a workshop with Cartier stakeholders to decide the physical dispaly items which would place on the limited space.