When local swimwear mainstay Maui Girl came to us looking to refresh their website with the goal of elevating their look and optimizing conversion, we jumped at the opportunity. They were already on Shopify, but were using an older theme and wanting a facelift. We selected a modern Shopify 2.0 theme to serve as our framework, and then got to work infusing the playful, ocean vibes Maui Girl is known for throughout the site.

We chose to pair their bright, bold product colors with neutral ocean and sand tones to ground the site. We re-worked the architecture of their site, making products and brand stories easier for customers to find, re-imagined their page layouts for improved storytelling and product discovery, provided improved e-commerce functionality through features like filtering and search, and created an all-new fit guide experience to reduce the number of customer service calls they have to field.

A key goal of this project was to figure out how to recreate the personalized customer interactions and brand presentation that Maui Girl is able to provide in person in their flagship store on Maui on the website. To accomplish this, we integrated a selection of third-party apps for a live chat service (Shopify Inbox), a shoppable Instagram feed (Covet.pics), and an email marketing service with a strong data integration to Shopify (Klaviyo). These service additions to the website were designed to elevate the Maui Girl customer's experience throughout their shopping journey, from product consideration through post-purchase, ultimately increasing customer satisfaction and minimizing both returns and customer support inquiries. In short, we provided Maui Girl with tools to communicate with customers from start to finish.

We also had the privilege of providing art direction to Maui Girl for the re-shoot of their product photography. We guided them on best practices and what customers need to see in order to feel comfortable buying swimwear online, and created a detailed shot list for them to take to their photographer. The result is an elevated evolution for the iconic Maui brand that is built to last (like their suits), and most importantly, improve their online sales.