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Calix | BLAST Ultimate Wi-Fi

Competing with Consumer Giants

The consumer Wi-Fi landscape has no shortage of big time players and taking on the Goliaths required Calix to act boldly and deliver an online experience as exceptional as the product’s design itself.

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Enter Blast Ultimate Wi-Fi, the ultimate Wi-Fi 6 system for those who desire the ability to offer their subscribers the ultimate internet experience and be the provider of choice in the home. 

The Decision Counsel challenge was to collaborate on the creation of a web experience that blends the concepts of a product showcase, partner education, and consumer empowerment, positioning BLAST as the centerpiece of great subscriber experiences.

The Ultimate Experience for the Ultimate Persona

As the demand for better internet experiences increases, so does the need for the BLAST.

For the most digitally demanding audience, we designed a web experience that would speak to each user in a unique way.  

We started by creating core, data-driven, user personas that were leveraged to construct key value propositions and statements. Those personas were then brought to life through the creation of an extensive photography library and complimentary video assets.


Each persona is introduced to a dedicated section on the website that presents the aspirational value of the BLAST Ultimate Wi-Fi system – tailored to them.


Purchasing behaviors are triggered through key phrases which are layered into the site content.  This drives action and, ultimately, conversion, allowing us to:

  • Establish a two-way dialogue with consumers and users 
  • Visualize and convey the network effect of BLAST deployments for social proof
  • Build tools that span full-funnel activities to trigger purchase behaviors

Crafting a Visual language

Our design and user experience teams constructed a highly engaging visual language that showcased the form factors through detailed animations, interactive elements and integration of our BLAST lifestyle image and video assets.

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This site included an interactive floor plan, animated coverage heat maps, 3D product demos and dedicated pages for both the u4 and u6 systems.

The results were stunning. Engagement increased by over 200% and site visits increased by close to 30%.