VAS
pLAYBOARD

Brand / Cartier
Category / Retail Service Tool
Year / 2021
Project Status / Concept
Designer / Kevin Leung   (Lead Product, CMF Designer) 
                   Zhe Liu           (Lead Product, CMF Designer) 
                       Huishu Jia      (Lead UXUI Designer)
                      Ge Bai             (Design Researcher)

Vas Playboard for Cartier Retail Stores was designed as a service design solution to address the challenge that most customers are unaware of or do not purchase Cartier’s value-added services (VAS), such as laser engraving on rings, metal watch strap cleaning, extra strap purchases, perfume engraving, debossing on leather goods, and battery replacements.

Through research, staff interviews, and journey mapping, we identified key moments in the purchasing process where VAS promotion could be seamlessly integrated. A key insight was that customers struggled to see, feel, or experience the value of these services.

To bridge this gap, we designed a playboard that combines physical VAS samples with an iPad displaying digital storytelling content on craftsmanship. The playboard features a sliding mechanism that separates free and paid services, allowing staff to introduce complimentary services first to create a more organic engagement before presenting paid options. The design also explores layered display techniques inspired by luxury retail shelving to enhance the tactile and visual appeal of the VAS offerings.