Tags
branding, Cartier, Diamond, digital, Facebook, highend, Instagram, Jewelry, luxury, Social Media, Twitter, user experience, UX, Website, Youtube
branding, Cartier, Diamond, digital, Facebook, highend, Instagram, Jewelry, luxury, Social Media, Twitter, user experience, UX, Website, Youtube
It was coldest day of this year yesterday! Hope everyone stayed warm!
For today’s topic, I’m going to share about the user experience of Cartier, one of the oldest and best jewelry brands of the world.
Cartier, the brand that has been designing, manufacturing, selling jewelry and watches since 1847, is now more than 160 year old. In jewelry industry, the name of Cartier belongs with that of Tiffany, Bvlgari, and Harry Winston. Cartier jewelry was known as jewelry, since it began in 1899 the king. Today, many celebrities and royal family members wear Cartier jewelry to the deferent kind of important ceremonies.
[Anne Hathaway wore a Cartier neckless piece to The Academy Awards.]
[Amy Adams matched her sequin gown with Cartier neckless to Oscar Academy Awards]
[Kate Middleton wore Cartier jewelry in her wedding, which been considered as the wedding of the century]
[Bingbing Fan attended the Cartier flagship opening, wearing Cartier neckless and earrings]
However, is fabulous jewelry equal to fabulous user experience? Let’s keep reading!
According to an article on One Srpring.net, the author thinks that achieving the ideal user experience needs to consider about emotional design, persuasive design, and service design. Here is a graphic showing you how the user experience platform been designed.
Does Cartier’s platforms include these factors? Let’s take a look at Cartier official website first!
When I enter the Cartier website, the first image pop up into my eye is the huge diamond ring in the middle. I think this is a fascinating image for the customers because this huge rock really catches my eye! With the tittle “DECLARE YOUR LOVE” at the side, the diamond image represents more than just a diamond ring. It means commitment and love. I think it’s a brilliant idea to have this image at their website home page.
Also, it is not hard to find that Cartier has multiple social media and the common information, which customers might always need, when you roll down to the bottom.
Next, the categories and collections that they have are various and well-organized, which makes me feel easy to browse the products! I think the only part which make me unhappy is the price, which reminds me that I’d better work harder and harder in order to buy these pieces sometime! Also, the website is a little bit slow and the page is not responsive.
Generally, the experience browsing Cartier’s website is as good as I expect the quality that a well-known brand should have.
Ah! There’s something that I want to point out as well. When I clicked into the jewelry button, the first thing came out was a video of Panthera onca, which is the animal that Cartier use to represent their brand for a long time.
Cartier – Panthère de Cartier Collection
I search the video on Youtube after and found out the exactly same video on Cartier official Youtube channel. It is great for a brand to integrate the same information that they want to deliver.
After seeing Cartier’s Youtube channel, let’s see more about how does it do with the social media.
Some people say that Facebook is useless for doing branding nowadays, however, I think that Facebook is still important and worthy for a brand. When customers want to search about the brand, they use google and enter to the official website first. After that, most people go to check for the Facebook fan page for the brand. It is not surprised that Cartier has about 3.5 million likes on Facebook, and the interaction between Cartier and their customers seems good. The average likes are around 2500 per post, and the comments are around 15+ per post. This means they do have some people to plan for their social media post calendar and schedule.
Why would I say that? Let’s see their Twitter account.
It is easy to find the post of same theme between Facebook and Twitter. As the post of “Rouge Cartier” campaign post that we just saw from Cartier’s Facebook fan page, they do have the same post here on Twitter with hashtag #RougeCartier and the campaign link. The good thing for them is that all the social media contents are consistent. Customers can find their campaign easily because of the same image and link. However, the thing that Cartier lacks of is the diversity. They should create more versions of the campaign posts according to different social media, or else the customers who follow Cartier on both Facebook and Instagram will feel bombarded by the same contents everywhere and then lose their curiosity.
Also, I would like to say another thing Cartier should improve is that the campaign site is too slow. When I link through the URL on their Twitter, I feel like it takes me hundred years to download the page. Honestly, it really does take my patience away.
First of all, Cartier Official Instagram account is so easy to be searched. It is an important part for customers to decide whether following the brand or not. According to my personal experience, if it is too hard to find the brand on Instagram, I will give up searching it and forget about it soon.
Also, Cartier has 705K followers on Instagram, which is a great number. The profile description is clear and easy for customers to link back to Cartier official website.
The posts and the contents they have are both tight to their brand image. The good thing for them which I want to point out is that the pictures and videos they post are so diverse. It is good for their followers because they will never feel bored about the content and still been involved with the brand.
So the preceding points are my though of Cartier’s online platforms. All of their images are fascinating and aesthetic. They make me feel like I’m watching the art pieces. However, even for this huge brand, we still can find some minor mistakes that people usually make in creating user experience. In my opinion, the most important thing is not about how to point out their errors, it is about how can we learn from the mistakes and avoid making the same one next time.
Feel free to comment to my post!
Stay warm and have a happy weekend!
Alisha Chang.
