Helping Cartier develop a new in-store experience

Design Research
Service & Experience Design

Client : Cartier

The challenge

Using holographic technology to showcase luxury jewellery

The Cartier Retail Innovation Lab had created a prototype tool they named the Aleph, that could showcase beautiful, high-definition, rotating 3D holographic images of pieces of high jewellery that were not physically present in a boutique. Cartier wanted to explore if the concept had potential: Would it create meaningful and memorable experiences? How would it impact the behaviours of customers and boutique sales staff? How could it be improved? 

The approach

In-depth research involving staff and customers

We undertook ethnographic qualitative research, live in a boutique, to inform the Aleph’s development. Our researchers travelled to a test store in Chicago to understand the current boutique experience and what changed with the installation of the Aleph. The work involved observation both inside the boutique and behind the scenes, intercept interviews with visiting customers and staff, and in-depth 1:1 interviews with a range of valued Cartier clients. 

  • 60 hours of in-boutique observation 
  • 80+ in-boutique intercept interviews 
  • 12 in-depth client interviews 
  • Boutique staff interviews 

The impact

  • Real experiences uncovered

    Close observation and testing in a live setting to understand real customer behaviours and the potential impact of the service.

  • New design insights

    Strong evidence to guide further design, development and testing.

  • New service opportunities

    Fresh ideas for how the technology could underpin a range of services for customers.

Let's chat

If you’re looking to
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