Blaco
eCommerce ■ Experience Design ■ Experience Management
One platform for both B2B and B2C experiences
Blaco is a brand specializing in products for hairdressers, beauty professionals, and beauty centers, serving both professional customers and end consumers.
As the catalog expanded, commercial logics became more sophisticated and audience segments more diverse, creating the need for a more structured and effective UX. The offering evolved over time, along with purchasing conditions and customer journeys, making it essential to manage different experiences within the same platform. At the same time, there was a need to improve content clarity and information architecture, ensuring consistency across the website and making navigation more intuitive.
The project therefore focused on designing a clearer, more guided navigation experience capable of enhancing the breadth of the offering while supporting users throughout the purchasing journey with greater consistency and fluidity.
Three key focus areas, one shared direction
The project focused on three main areas, with one clear goal: simplifying the user experience while preserving the operational complexity behind the scenes.
- Creating a cleaner, more recognizable interface
A complete restyling intervention redefined the visual hierarchy and graphic consistency of the website, making content easier to browse and the catalog more intuitive to explore. - Clearly separating B2B and B2C experiences
Dedicated customer journeys were designed around the specific needs of each audience, maintaining a shared foundation while avoiding overlap between user types. - Managing a complex checkout transparently
Shipping and payment logics, despite their complexity, are orchestrated dynamically, allowing users to move through a streamlined, personalized, and frictionless checkout flow.
A technology foundation built to scale
The choice of Shopify Plus played a central role in supporting the evolution of the project.
The platform made it possible to coordinate interventions across multiple levels: a flexible front-end aligned with the brand’s new visual identity works seamlessly alongside advanced logic tied to user types, markets, and purchasing conditions.
More specifically, the ability to structure checkout customizations and differentiate experiences based on user tags made it possible to translate complex business requirements into dynamic behaviors, without relying on fragmented solutions.
This resulted in a platform that is not only more organized from the user’s perspective, but also easier to manage from a business standpoint — ready to support future growth without requiring a radical rethinking of the website architecture.
Two experiences within a single platform
Managing both professional customers and end consumers within the same environment was one of the project’s core elements.
To avoid compromises, we developed a system that clearly separates the two experiences through differentiated content, structure, and commercial logic. This distinction takes shape through three key elements:
- Dedicated B2B access
Once authenticated, professional users access a tailored environment featuring a dedicated homepage, catalog, and purchasing conditions. - Simplified B2C journey
Standard customers access a more direct experience focused on product discovery and ease of purchase. - Consistency across both environments
While the journeys differ, the visual identity and communication style remain aligned, ensuring a cohesive brand perception.
A checkout that adapts in real time
The most complex part of the project centered around the checkout, where different rules related to shipping, payments, and operational conditions intersect.
The goal was to manage this complexity without adding friction to the user journey. To achieve this, a dynamic system based on Checkout Blocks was implemented:
- Options aligned with user selections
Based on the selected shipping method, the checkout displays only relevant options, automatically hiding incompatible ones. - Remote area management
Specific logic was implemented for remote geographical areas, applying differentiated shipping costs and methods transparently. - Cash-on-delivery automation
When premium shipping with cash on delivery is selected, an additional fee is automatically added through a dedicated product, keeping the front-end and internal management perfectly aligned.
The result is a checkout flow that adapts in real time, reducing errors and simplifying every step of the purchasing process.
A cleaner, more functional interface
Alongside the functional improvements, the way content is presented throughout the eCommerce experience was also redesigned. The goal was to make every section clearer and easier to navigate, enhancing the offering without overwhelming the user. To achieve this, we:
- Reorganized the blog
The blog structure was redesigned to improve readability, with a visual hierarchy that makes content consumption smoother and more intuitive. - Enhanced gift cards
By leveraging native Shopify Plus features, we improved the visual presentation of gift cards, giving them a stronger and more immediate impact.
Each intervention contributes to a more polished and professional perception, fully aligned with the brand positioning.
Results
Thanks to the work carried out, the project delivered tangible improvements across both user experience and operational management:
- Stronger brand perception
The new website conveys a more polished, structured, and professional image, aligned with the expectations of both B2B and B2C audiences. - More intuitive navigation
User journeys are clearer, information is better organized, and the distinction between different user types is immediate and easy to understand. - A seamless checkout despite complex logic
Advanced shipping and payment rules remain completely invisible to the end user, resulting in a smooth and frictionless purchasing experience.
The result is a platform capable of handling operational complexity behind the scenes while delivering a simpler, more effective overall user experience.
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