EinVirtualRealityConfiguratorderdasFahrzeugaufintuitiveWeiseerlebbarmacht.
Client
Mazda
Industry
Automotive
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Experience instead of imagining: A VR configurator that brings cars to life.
Customers need a real impression before making a purchase.
Online configurators show images, not real impressions. Dealers require a tangible, trust-building experience at the point of sale that enhances consultation and accelerates decision-making processes. Measured by lead rate, dwell time, and the quality of customer decisions.
An interactive VR configurator displays Mazda models in real-time and allows for individual customizations such as paint, rims, and time of day.
We delivered an intuitive, realistic, and mobile VR experience.
Hand-modeled vehicle assets were optimized for real-time, allowing the interior and exterior to be displayed with high detail fidelity. Materials and dynamic time-of-day changes create believable scenes without compromising performance in the in-store setup.
A modular room system allows for quick setup at trade shows, events, or in the dealership and includes safety and power concepts. Salespeople use the experience as a consulting tool, and an optional connection to sales or ERP systems can seamlessly integrate processes.
This is how we implemented the experience in four phases.
Through Discover, Prototyping, Build, and Launch, we iteratively validated interaction and look-and-feel. The control works with a button and rotating hand movement; gaze point changes and a turntable enable natural perspectives. The result was shorter consultations, more leads, and positive feedback from dealers and customers.