Case study · Product website

Total Blackout

A made-to-measure blackout blind product website designed to communicate 100% blackout, no-drill installation, thermal control, sound dampening and premium made-to-measure quality in a clear e-commerce-ready format.

Strategy Product UX E-commerce Copy Visual Direction Product Content

Project type Product website, e-commerce content and customer journey

Core challenge Explain a made-to-measure product clearly enough to support customer confidence and online buying

Audience Homeowners, renters, shift workers, parents, light-sensitive sleepers and online buyers

My role Product positioning, UX structure, listing copy, visual direction and website content

Read the case study Visit live website

totalblackout.co.uk

Auto-scrolling website preview

Project overview

Turning a specialist blackout blind into a clear product proposition.

Total Blackout needed a product-focused website that could explain a made-to-measure no-drill blackout blind in a way that felt simple, premium and commercially credible. The challenge was not just presenting a product — it was shaping the customer journey around benefits, trust, measuring and purchase confidence.

The challenge

A practical home product that needed benefit-led communication.

Total Blackout is a made-to-measure blackout honeycomb blind designed to block light, retain temperature and reduce outside noise.

Because the product is made to order and size-specific, the messaging needed to be clear, practical and reassuring. The site had to explain the key benefits, fitting method, measuring process, product options and customer expectations without making the buying journey feel complicated.

Explain the product benefits clearly without overcomplicating the purchase.
Make the blackout, no-drill and made-to-measure benefits obvious from the first screen.
Speak to buyers with different needs, from sleep quality to privacy, heat control and easy installation.

The objective

Create a product page experience that feels clear, premium and trustworthy.

The site needed to present Total Blackout as a practical, premium no-drill blackout blind. It had to explain the benefits, reduce buying concerns, support measuring decisions and give customers a clear reason to choose the product.

01 Clarify the product proposition and core message.

02 Structure the website around customer questions and buying confidence.

03 Use visual storytelling to explain fitting, blackout performance and product benefits.

04 Create a foundation for e-commerce, listings and future product growth.

The project required a balance of strategy, UX, e-commerce copywriting and visual design — making a specialist made-to-measure product feel simple, useful and easy to buy.

Contribution summary

I worked across the full product journey, not just the page design.

Total Blackout needed to feel premium, practical and easy to understand for online buyers. That meant combining business thinking, UX, e-commerce copywriting, visual direction and product content management into one joined-up approach.

Product positioning Buying journey Product copy Benefit-led visuals Product page support Ongoing refinement

Product positioning

Shaped the way Total Blackout is explained, focusing on 100% blackout, no-drill fitting, temperature retention, sound dampening and made-to-measure quality.

Customer journey & page structure

Organised the website around the questions online buyers would have, from what the blind does to how it fits, how to measure and why it is different.

Product content & visual messaging

Created clearer wording, benefit-led sections, product details, FAQs and visual concepts to make the made-to-measure product easier to understand.

Website content management

Supported ongoing content updates, layout improvements, responsive presentation, product refinements and practical website improvements as the project evolved.

The value was in connecting the product strategy to the execution — making sure the website did not just look professional, but also explained the product clearly and supported customer confidence.

Design & product messaging approach

Benefit-led product clarity was the foundation of the design.

The website had to make the product feel simple, premium and easy to buy. Every section needed to reinforce the same idea: block out light, retain temperature and reduce outside noise.

What the messaging avoided

Language that made the product feel difficult to buy.

Overly technical product wording that could make measuring or fitting feel intimidating.
Generic blind descriptions that failed to explain the real customer benefits.
Unclear claims around blackout performance, fitting options or made-to-measure expectations.
Visuals that did not show the difference between the product, the fitting method and the customer outcome.

What the messaging focused on

Light control, thermal comfort, noise reduction and easy fitting.

Clear blackout, no-drill and made-to-measure positioning from the first screen.
Simple explanations of fabric, colours, maximum size and opening options.
Customer-focused language around sleep, comfort, privacy, rooms and practical installation.
Visual storytelling that helps customers understand measuring, fitting and product benefits.

Core positioning

Block out light. Keep comfort in.

This idea became the core communication lens for the website. The design, copy and page structure all needed to help the visitor understand the product quickly and feel confident enough to buy.

Lead with the main benefit

The page needed to quickly communicate the blackout benefit before asking customers to understand the finer product details.

Explain through outcomes

Product features were translated into plain-language outcomes such as better sleep, improved room comfort and easier installation.

Keep it practical

The tone was designed to feel clear, practical and confident, especially for customers comparing made-to-measure blind options online.

Hover to speed up the page preview

Build focus

A product website designed around clarity, trust and conversion.

The site was structured to support different buyer needs, including light blocking, bedroom comfort, no-drill fitting, privacy, thermal control and noise reduction. Each section needed to answer a practical question and reduce buying uncertainty.

The build also needed to remain flexible, allowing new product sections, measuring guidance, listing content, FAQs and visual updates to be added as the product offer developed.

Product website structure, content implementation and page refinement.
Responsive layout refinement across desktop and mobile screens.
Reusable sections for benefits, product details, measuring guidance and FAQs.
Ongoing updates to improve clarity, structure and visual product presentation.

Product information structure

Organised the website around the main questions buyers would have: what it is, how it fits, what sizes are possible, which colours are available and how the product improves the room.

Product sections

Created sections for blackout performance, no-drill installation, thermal control, sound dampening, product details and measuring guidance so the page could explain the product progressively.

Responsive presentation

Refined layout spacing, mobile behaviour, visual hierarchy and product content blocks so the website remained clear across smaller screens and buying contexts.

Ongoing refinement

Continued to adapt the website as the product messaging, images, measuring content and e-commerce presentation became clearer.

Project value

The website became a practical product communication tool, not just a visual brochure.

By shaping the messaging, structure and user journey around clear product benefits, measuring guidance and buying confidence, the site made it easier for people to understand what Total Blackout offers and why it matters.

Clearer explanation of a specialist blackout blind product.
Stronger positioning around blackout performance, no-drill fitting and room comfort.
Reusable messaging for website sections, e-commerce listings and product content.

Clearer product proposition

The site explains Total Blackout in plain language, helping visitors quickly understand the product, benefits and buying considerations.

Better buying confidence

Clear product details, benefit-led content and practical measuring guidance helped reduce the uncertainty that can come with made-to-measure purchases.

Improved e-commerce readiness

The website and supporting content provided a stronger foundation for product listings, customer education and conversion-focused e-commerce presentation.

Room to evolve

The page structure and content approach made it easier to add new product details, refine the buying journey and support future product or listing updates.

The biggest value was clarity. The project needed a website that could make a specialist made-to-measure blind feel understandable, useful and simple enough to buy online.

Next steps

Explore another project.

Total Blackout shows how I approach a practical product and e-commerce proposition. The other case studies show how that same mix of strategy, UX, web design and practical delivery applies across different sectors and platforms.

Back to selected work Start a conversation

02 Amigo Assist Care technology · Strategy · UX 03 ioBio Scientific website · Carbon capture · Visual systems 04 Geek Bytes Digital marketplace · E-commerce · Cloud delivery