Breitling elevates digital presence with user-centric WeChat mini-program

Breitling, the inventor of the modern chronograph, has been a prominent name in the luxury watch market since 1884. The brand is all about casual, conscious luxury with purpose and a touch of fun — but what makes every watch a true individual is the personality you bring to it. Recognized worldwide for quality and innovation, Breitling is now focusing on its online presence in China. 

Breitling sought to enhance its online shopping experience and deepen connections with customers through its WeChat mini-program. Partnering with Wiredcraft, they focused on streamlining the shopping journey, fostering richer brand engagement, and simplifying the discovery and selection process for their products.

Wiredcraft redesigned Breitling mini-program, optimizing UX and UI, and creating a consistent design system. With the optimized mini-program, users can more easily find and buy what they want, enjoy a simpler, more straightforward shopping journey, and gain a deeper understanding of the essence and history of the time-honored brand.

What have we done

• Design system

• Audit and benchmark

• Customer journey mapping

• UI/UX design

• Project management

As a global brand, Breitling has established itself in markets from the East to the West. It’s vital for the brand to maintain a consistent appearance while adapting to local customer habits. With this in mind, Wiredcraft helped Breitling create a design system that was scalable and tailored to Chinese user behaviors.

Innovative dial of a watch for immersive interaction

Unlike the traditional carousel, Breitling wished to provide user with a more interactive homepage. Aligned with their needs, Wiredcraft redesigned the homepage, drawing inspiration from the dial of a watch, presenting a groundbreaking approach to navigation and user engagement.

This revamped design not only captivated users with its interactive dial-swipe feature, enhancing the browsing experience but also served as a gateway for users to explore more EC modules in an efficient and clearer manner, including the EC Page, brand stories, categories, and services.

Boasting a rich heritage of over 100 years, Breitling is imbued with profound history and compelling brand narratives. On the homepage, Wiredcraft seamlessly integrated these storytelling elements.

This strategic focus ensured that users could not not just navigate a shopping platform, but are also get immersed in the essence and legacy of the Breitling brand, connecting with its time-honored values and pioneering spirit.

Highlighted “Star Style” and optimized category to boost exploration and conversion

Breitling showcases nine iconic models, each designed with specific purposes in mind: aviation, elegance, water resistance, professionalism, and transcontinental travel and more, catering to a diverse audience.

The brand boasts a notable roster of ambassadors and celebrities, including Angelababy, Daniel Wu, Brad Pitt, Charlize Theron, and Johnny Huang.

Inspired by this, we introduced “Star Style” on its e-commerce page, encouraging users to purchase watches worn by their favorite public figures. We also highlighted the three most important collections: AVENGER, NAVITIMER, and CHRONOMAT.

Wiredcraft revamped the categories from New Arrivals, different models to Genders, Diameters, Materials, and more. This streamlined approach would assist users in making smarter and more efficient shopping decisions.

On the detailed product description page (PDP), we highlighted key features beneath the key visuals and included a size guide, allowing users to quickly gather essential information.

Additionally, we conceptualized a thoughtful feature allowing users to toggle the light on or off by scrolling right or left. This would enable them to view the watch under various lighting conditions, further enhancing customer engagement.

Watch binding, extended warranty: a clearer division for “My Account”

Wiredcraft revamped the “My Account” page with an enhanced UI/UX design, allowing users to effortlessly access key features and smoothly complete the Watch Binding process to unlock an Extended Warranty.

Simply by scanning the QR code on their warranty card or entering the serial numbers, users could link their watch to the mini-program. For select models, this registration unlocks an extended warranty of up to 8 years as part of the benefits of joining the Breitling membership.

Once a watch was bound to their account, users could gain access to personalized services and the option to purchase straps specifically designed for their model. Moreover, if a user registered more than one watch, they could enjoy a virtual collection of their watches, elevating the ownership experience to new heights.

In the course of our strategic partnership with Breitling, we were instrumental in launching two captivating campaigns that spotlighted the brand’s latest collections and introduced a fresh color variation for their watches. These campaigns showcased the innovation and elegance of Breitling, drawing attention to the exquisite craftsmanship and vibrant new hues that set these collections apart.