Azul Boutique

Azul Boutique is a clothing boutique that operates no physical stores, so the online shopping experience is critical to their success. They hired us to help bring their store up to speed with their marketing and sales goals. We delivered a completely redesigned product and administrative area that helped boost sales, and streamlined the way staff process orders and inventory, saving the company time and money.


Azul Boutique


Boutique Clothing


Online Store


Project ManagerCreative DirectorUX/UI DesignerFront-end DevelopersBack-end DevelopersQuality Assurance Engineers

Excite really paid attention to the underlying reasons for our problems, and the new design accurately addressed the issues we were having.

Anthony Georgiev — Owner of Azul Boutique


Offering stylish limited edition clothes helped Azul Boutique build an clientele of active young people in touch with the latest digital trends. With traffic from mobile devices steadily catching up with traditional desktop computers, Azul Boutique found themselves unprepared for a world where close to half their visitors use smartphones. Technically the current design was optimised for smartphones, but in reality the experience was subpar. With competitors offering ever better shopping solutions, Azul Boutique risked lagging behind.


Our initial audit of the current design unsurprisingly revealed many points of potential improvement, but we were more interested in what customers had to say. After talking with the owner and interviewing some of the people who recently placed orders with Azul Boutique, a certain pattern surfaced - that almost all clients ordered a single item at a time, and needed a quicker way to do so than currently possible. Armed with that knowledge we set out to reimagine the experience so that it takes as few steps as possible and requires shoppers to provide only the most important bits of information. The traditional shopping cart functionality is present, but it no longer takes a central place in the customer journey. Clients are taken from the product page straight to checkout. To further simplify the process Azul Boutique no longer requires creating an account and only asks for information necessary for delivery, bringing the total time needed to place an order to under one minute.


Providing you with a comfortable experience regardless of the device you use requires specific optimisations. Information gets reordered and restructured as needed to remain accesible and legible whether you're on your computer, tablet, or phone.


The administrative area has served Azul Boutique well for years, so there was no need to fix what isn't broken. There were areas though that could use some supporting funcitonality to make the job easier for employees. Additions like more granular control over the orders statuses and the ability to leave notes when moving them down the pipeline meant everyone with access to the system could check and see what's going on and why.


With the roll out of the new store we were pleased to observe that clients easily made their way through the new checkout and were able to place orders much more quickly.


The relaunch of a refreshed Azul Boutique was supported by a photo shoot updating all product imagery, and a marketing campaign that collectively resulted in increased sales and clients sharing overwhelmingly positive feedback on the streamlined shopping experience.