Boutiqaat
Social Commerce Reimagined: Transforming Influencer Reach into Product Discovery
OVERVIEW
Boutiqaat is one of the leading social-commerce and e-commerce platforms in the Middle East focused on beauty, fashion, and lifestyle products. The company reports reaching 45 million+ active users per month, serving customers across GCC countries such as Kuwait, Saudi Arabia, UAE, Qatar, Bahrain, Oman, and Iraq.
CHALLENGES
Users often arrived with high intent driven by social influence, but once on the platform, that influence didn’t translate naturally into browsing or shopping creating a noticeable gap between how products were discovered on social media and how they were experienced on the platform.
STRATEGY
We conducted a 1 day workshop with members from PM, design, tech, and business teams to dive deep into the app’s goals and lay the foundation for an engaging and intuitive user experience.
Workshop Insights
SOLUTIONS
We approached discovery as a core platform problem. By combining structured navigation, social-led content, and intent-driven search, we created multiple, interconnected ways for users to explore products based on how they browse, this is how we solved discovery in detail.
Structured Discovery for Categories & Brands
To improve product discovery, we designed a dedicated Discover section that made it easy for users to browse both categories and brands in a structured way. Clear grouping, visual cues, and quick filters helped users scan faster and narrow down choices without feeling overwhelmed. This created a scalable discovery framework that could grow with new categories, brands, and collections.
Celebrity-Led Discovery & Shopping
Celebrity profiles were woven across the platform to anchor discovery in social credibility.
Unified Search Experience
Boutiqaat’s search had to support both global discovery and contextual (local) browsing, often leading to fragmented results and user confusion. We redesigned the search experience to clearly adapt to user intent whether they were exploring broadly or searching within a specific category or context.
Brand-Led Product Experience
The PDP elevated brand visibility by pairing products with clear brand context. One-line brand values and a follow option helped users engage beyond a single purchase, encouraging repeat discovery and loyalty.
Feed and Content
A feed-style experience, inspired by short-form video patterns, allowed users to see products being used by their favorite celebrities and purchase them directly. Users could explore curated content, browse products featured in videos. This helped bridge the gap between social discovery and in-platform shopping, turning influence into a tangible browsing and buying experience.
The cart experience had to support a wide range of promotions and offer types, often driven by complex if-this-then-that business rules. We redesigned the cart to clearly surface applied offers, discounts, and eligibility without overwhelming the user or breaking trust. Guest and logged-in checkout flows were optimized to minimize resistance and keep users moving forward.
A Distinct, Premium Visual Language
The E-sign pledge form feature in the Muthoot Finance app allows users to review all gold loan details, terms, and conditions, and then securely sign the document online. Once the pledge form is E-signed, the loan is approved, and the funds are quickly transferred to the user's account, streamlining the entire loan process.
Mobile-First, Responsive by Design
Designed mobile-first and scaled deliberately across app, mobile web, and desktop to deliver a consistent, native experience on every screen.
Localization & Regional Language-Aware Design
As a Middle Eastern brand, the platform was designed to support both English and Arabic experiences from the ground up. A dedicated Arabic template was created to handle right-to-left layouts. This ensured consistency across languages while respecting regional reading patterns and cultural context
