At a glance
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4
focus areas: My Account, My NFTs, My Services and the Breitling Club
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2
platforms, iOS and Android, from one cross-platform build
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2
ways to register a watch: type it in, or scan the warranty card
The brief
Breitling asked us to propose a new mobile app, envisioned as the main point of contact between the brand, its customers and new leads. It had to work on iOS and Android, on phones and tablets, and grow engagement, loyalty and, in time, conversion.
The challenge
The must-haves covered a lot of ground: the account area from Breitling's website, NFTs, watch service, boutique appointments, the existing Breitling Club, and live chat and video. There would be no commerce in the app: purchases would hand over to the website or a boutique.
Our job was to show how all of that could feel like one simple app.
My role
My experience department at Born led the design side of this proposal. I set the UX approach and led the concept work with the team.
I articulated it through a user flow for the whole app, annotated wireframes and a UI concept for each key screen, from creating an account to a live video call with customer service.
What we did
- Proposed one cross-platform build for iOS and Android, on phones and tablets.
- Mapped a user flow from first launch and account creation to every section of the app.
- Organised the app around four focus areas: My Account, My NFTs, My Services and the Breitling Club.
- Designed watch registration by model reference and serial number, or by scanning the warranty card.
- Brought service, warranties, boutiques, appointments, and live chat and video into the same app.
- Kept commerce out, handing purchases over to the website or a boutique.
The proposal
Our proposal set out how we would get there: discovery workshops with Breitling's stakeholders, personas and journeys, a content matrix and a creative exploration, then wireframes and UI for phone and tablet.
We recommended a single cross-platform codebase in Flutter, so iOS and Android would share the same features and be simpler to maintain.
Wireframes
To show the idea, we mapped the app's user flow and wireframed its key screens. The home screen set the structure: a bottom bar for the four focus areas, a menu for in-app messaging, contact and boutiques, and a profile for preferences.
Watches and NFTs
Owners register a watch by entering its model reference and serial number, or by scanning the QR code on its warranty card. The watch then joins My Watches, with its history, care and services.
Registration also leads to the watch's NFT, its digital passport. The concept set out the benefits, from premium services and secure trading to tracing a watch's history, walked owners through claiming it, and answered the questions they were likely to ask.
Service and the club
My Services gathers everything after the sale: all services, service prices, the international warranty, warranty extensions, a boutique finder, and the choice of sending a watch for maintenance or dropping it off.
The Breitling Club greets each member by name, with VIP access at events, exclusive club events and personalised merchandise, followed by perks and offers, membership details and support.
Live chat
The menu holds appointments, contact, FAQs and the newsletter, along with live chat and video with customer service. In the concept, an owner who is stuck registering a watch shares its reference and serial number in a chat, and can switch to video from the same screen.
The result
A proposal and a clear concept for Breitling's app: a user flow for the whole app, annotated wireframes and UI for each key screen. Together they showed how an owner's watches, digital passports, service, club membership and a direct line to the brand could live in one place.
