Booking & Bridal Experience

The project began with a comprehensive on-site research visit to the Cartier Ginza store. During an off-hours tour, the research team explored the store’s architecture, layout, and key moments in the shopping journey for bridal and inbound shoppers. This immersive walkthrough highlighted opportunities to enhance the environment with digital touchpoints.

As the team enacted typical customer journeys, they identified numerous paper-based processes that could be digitized, laying the foundation for a streamlined, tech-forward experience. These observations formed the basis of discussions on integrating digital solutions into Cartier’s unique in-store offerings.

The prototyping phase focused on transforming Cartier’s paper-based ring customization process into a sleek digital experience. The design team carefully analyzed the existing forms and workflows, creating a digital customizer accessible via in-store tablets. By leveraging an adapted Wacom tablet and developing an interactive prototype in Axure, the team demonstrated how this new tool could replicate and enhance the tactile elements of the paper process.

This digital transition reimagined the role of paper within the shopping journey. Instead of being a transactional document, the paper version evolved into a keepsake—a personalized souvenir that shoppers could take home, reinforcing their memorable visit to Cartier. This shift balanced technological innovation with the brand’s emphasis on meaningful, luxurious customer experiences.

Comprehensive user flows mapped the in-store and out-of-store customer touchpoints, revealing opportunities to enhance both. These flows began as low-resolution sketches on wipe-off boards, allowing for quick adjustments as insights evolved.

Key interactions were identified, and wireframe sketches illustrated how customers could engage through the Line chat app, Cartier’s website, and a proposed in-store concierge app. Over time, the flows became increasingly refined, ensuring a seamless and well-orchestrated customer journey.

The design team reimagined Cartier's customer journeys, blending insights from Japanese bridal shoppers and inbound Chinese customers. A modular approach enabled Cartier to identify opportunities to address shared and unique needs, allowing for reusable experiences suited to both groups.

The Cartier Japan team participated in brainstorming sessions, helping shape real-world digital tools and defining touchpoints across the customer journey. The refined journeys covered every phase, from initial awareness to post-purchase engagement.

Wireframes evolved from low-fidelity concepts to detailed designs that captured critical moments in the customer experience. Special focus was placed on integrating the Line chat app, using its personalization and conversational capabilities to enhance scheduling, in-store guidance, and post-visit engagement.

Pre-visit tools for discovery, education, and ring design created anticipation, while automated follow-ups maintained customer relationships between visits. These wireframes established a blueprint for an integrated, mobile-first shopping experience.

For bridal shoppers, animation and video brought to life the theme “No Two Loves Are Alike,” creating a bespoke digital pre-visit experience. Through the Line app, customers could schedule appointments and receive tailored content via email and push notifications to build excitement.

In-store, digital displays, VR, and interactive tools supported the shopping journey, providing a personalized and memorable experience. These elements underscored Cartier’s ability to blend luxury with innovation.

For Chinese inbound shoppers, the experience extended beyond the store, integrating tools to navigate Tokyo and enhance their trip. Chat-based guidance confirmed steps leading to the store visit and suggested activities in the area.

In-store, visitors could explore Cartier’s heritage through interactive tools, customize their ring boxes, and engage with VR-enabled displays and artwork. This thoughtful integration of culture, technology, and luxury created a truly distinctive experience for inbound customers.