Designing the global launch of Set For You (eSFY)—an immersive site that guides clients through diamond education, ring design, and purchase, built for 12+ languages and regions.
What we did
- Define a new immersive digital platform experience for the Cartier ring discovery journey
- Visual identity and brand alignment for the new experience
- Content development for improved messgaing and education of concepts like the 4Cs
- A fully responsive mobile experience alongside desktop, served to 125+ countries and 200+ boutiques
- Digital styleguide and development handover documentation
Business challenge
Scale the pilot Set For You programme into a single global experience while respecting fulfilment constraints, regional differences, and Cartier’s luxury standard—without slowing an aggressive launch window.
User challenge
Cartier's Clients needed a clearer path from diamond education to ring configuration: understandable 4Cs content, reassurance at high consideration, and a journey that felt personal.
My role
UX Lead and Creative Stream Management as well as experience strategist, workshop and research facilitator and synthesis.
Project context
Read more
Cartier International, part of Richemont, needed to build on the pilot with a global eSFY (Set for You) experience: deeper storytelling, clearer education, and a purchase journey that could flex across 12+ languages and regions. The site had to reflect Cartier’s heritage while performing as a modern B2C commerce surface—especially on mobile.
The work centred on understanding the client's customers desire in creating a unique ring creation, with the realities of working with the various constraints of a sometimes complex fulfilment process. Key in doing this was a deep analysis of how the backstage functions affects the frontend presentation. We also introduced stronger narrative around the 4Cs, and introduced a more interactive and engaging UI for help guide new ring purchaser users.
We crafted an experience which gives the perception of a completely personalised ring, whilst in the background, we're matching their choices with real-time availability of materials and diamonds
Discovery research
We anchored the work in the pilot programme by understanding what Cartier clients expect from a digital service. This work was approached with stakeholder interviews and collaborative workshops to co-define what regional teams needed for local nuance. Cartier operates globally—so requirements had to cover multi-language content, regulatory and merchandising differences, and the expectation of a seamless handoff between digital exploration and boutique service.
Blueprints
UX and UI moved in parallel with a rapid wireframe and UI prototyping, testing ideas with an internal alpha testing group to test key functionality efficacy. Work was delivered in batches of end to end flows.
Styleguide
A digital styleguide was created to ensure consistency and adherence to Cartier's visual and narrative standards across the new experience. This includes components, patterns, and a comprehensive set of design tokens.
The result
- A single global Set For You experience shipped on schedule across priority markets, with localised content and fulfilment-aware flows aligned to Cartier’s luxury standard.
- Post-launch, teams tracked engagement through the diamond education and configuration journey—using pilot benchmarks to prioritise iterative improvements to 4Cs content, UI clarity, and conversion.
