Brief
Giving an exceptional product the presentation it deserves
Based in Los Angeles and inspired by California architecture, Kinney Block offers premium decorative wall bricks. Despite the quality of their products and their brand's polished aesthetic, they faced a challenge: how to present their products in an attractive and effective way? Under the direction of interior designer Talia Laconi (known for her work at Carbon & Bone), every detail of the project was meticulously crafted to reflect the desired aesthetic.
Goals
Simplifying estimation and purchase of a product sold by surface area
The project's goal was to make the buying process as clear as the product is complex to estimate. Customers needed to be able to easily calculate the quantity of bricks required for their project, without guessing or risking an ordering error. The site also had to support two distinct audiences, individual customers looking for a specific look and industry professionals who buy in volume, without either experience getting in the way of the other. At the same time, the goal was to structure Klaviyo communications to support both audiences throughout their journey.
Tools and partners
Complexity and challenge
Selling a product that gets calculated, not just chosen
Unlike most e-commerce products, Kinney Block's decorative bricks aren't purchased by aesthetic choice alone, they're purchased based on a surface area to cover. Without a tool to estimate the required quantity, customers risked ordering too little or too much, complicating manufacturing logistics and adding strain to customer service. The challenge was therefore to build surface-calculation logic directly into the buying experience, while respecting the minimum and maximum order constraints of a custom-manufactured product. On top of that came the coexistence of two audiences with opposite needs, supporting retail customers looking for inspiration and industry professionals buying in volume for their own projects.
Approach
Structuring the purchase around the logic of the product, not the other way around
The project began with an analysis of the existing buying journey and the friction customers experienced when estimating their needs. Maze then designed a surface calculator built directly into the product page, letting visitors convert a square footage into a recommended brick quantity. This logic was combined with minimum and maximum order rules to reflect real production constraints. At the same time, a B2B program was structured to give industry professionals distinct access with terms suited to volume purchasing, without complicating the retail customer experience. On Klaviyo, flows and segments were revised to reflect this distinction between the two types of buyers.
Solution
A site built for a product that gets measured
Kinney Block now has a Shopify site that reflects the true nature of its product. The surface calculator lets customers enter their project's dimensions and get the exact quantity of bricks to order, eliminating estimation errors and back-and-forth with customer service. Minimum and maximum order rules are now applied automatically, aligned with real manufacturing constraints.
Back-in-stock management automatically notifies customers when a product becomes available again, reducing lost sales from stockouts. The B2B program gives industry professionals dedicated access, designed for volume purchasing, without adding weight to the retail customer experience. On Klaviyo, the marketing strategy was aligned with this dual business reality to support both audiences consistently.
Results
A site aligned with the real nature of the product
Kinney Block now has a Shopify site that respects how its product is actually bought and sold. The surface calculator eliminates estimation errors, minimum and maximum order rules reflect manufacturing constraints, and back-in-stock management reduces lost sales. The B2B program finally gives industry professionals a space built for them, without adding weight to the retail customer experience, and the Klaviyo strategy supports both audiences consistently.