Revolutionising BlocOut’s Blind-Buying Experience with WIRO’s CX Expertise

BlocOut, owned by Bloc Blinds, is a dedicated eCommerce site focused on a single hero product-the BlocOut blackout blind. The Bloc group approached WIRO to deliver a full CX audit of their existing blinds sites, both the UK offering with multiple blind types and US site with just their signature blackout blind.  We conducted a comprehensive CX audit, identified the key pain points, and delivered an eCommerce Strategy and UX/UI designs that would transform BlocOut into a seamless, conversion-driven Shopify store.

1. Low product confidence:The existing website lacked strong storytelling, social proof, and reassurance from customer service.
2. Poor Product Differentiation:Customers found it difficult to differentiate between BlocOut and BlocOut XL, and there was lack of awareness of the smart blind option.
3. Frustrating configurator experience:The blind builder form fields and supporting information looked visually overwhelming, leading to a significant drop-off rate.
4. Technical limitations:The existing website lacked dynamic pricing, real-time visual updates, and flexible product selection.
5. Brand perception:The visual identity did not reflect the quality and innovation of the product, leading to a disconnect with target customers.

To overcome the challenges, WIRO employed the following approach:

1. CX Audit and Research:
   ‍We conducted a comprehensive CX Audit across both the UK and US sites using analytical data, heat-maps and click-maps, site survey responses and usability testing. Key insights included confusion about product types, a lack of awareness of the Smart blind option, and frustration using the long blind customisation form on the PDP.
   ‍
2. Customer Journey Mapping:
   ‍We created user personas to give focus to stakeholders and to our internal strategy based on customer types (e.g., shift workers, parents, smart-home enthusiasts) and mapped their customer journeys.
   ‍
3. Strategic Product Repositioning:
   ‍We redefined the product naming strategy to make the differences clearer:
   ‍BlocOut Touch - Blinds with no cords or motors and are excellent safe solutions for nurseries.
   ‍BlocOut Plus - Customisable with motors, remotes and pelmets
   ‍BlocOut Smart - Smart-controlled blinds with a dedicated hub.
   ‍
4. Simplified Product Configurator:
   ‍We simplified the customisation process by breaking the form into simple steps and at each step, clearly defining the required actions and explaining the options visually. This approach dramatically reduced the visual clutter of the old form.
   ‍
5. Branding & Visual Design:
   ‍We recommended updating the branding to better convey the quality of the product, taking inspiration from aspirational engineering brands like Dyson and Volkswagen.
   ‍
6. Bespoke UX/UI Design & Technical Development:
   ‍We implemented a dynamic pricing module, real-time image rendering, and a flexible backend solution to manage product options, ensuring seamless upgrades and edits throughout the customisation process.

• Improved product understanding with clearer names & descriptions
• Enhanced social proof by showcasing awards and customer reviews
• Reduced abandonment by simplifying the product configurator
• Higher conversion rates through dynamic pricing and upsell opportunities
• Reduced customer service overhead by adding better instructional guides
• Seamless reordering and editing for an improved UX
• Better storytelling and explanatory content on PDPs
• Ability to edit and duplicate blind selections from cart