Thebrowser-based3Dconfiguratorcombinesintuitivedesignwithseamlessintegrationofe-commerceandfinancing,makingthevehicleaglobalexperience.
Client
smart
Industry
Automotive
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
A browser-based 3D configurator makes the smart electric experience tangible.
Users should experience the vehicle realistically.
The challenge was to present the vehicle emotionally and understandably everywhere without app hurdles, to make selection and equipment explainable, and to close the customer journey up to financing. Success was measured by user engagement, conversion, and technical performance.
The target audience is global and mobile-first; many users start on their smartphones and switch to larger devices for completion, so design and commerce must be consistent across all touchpoints.
The goal was a seamless customer journey up to financing.
The configurator is the interactive product center.
The browser-based WebGL viewer displays all equipment options in real-time, is 100% browser-based, and offers three lighting scenarios as well as dark mode. The result is an emotional understanding of the product and a clearer, faster decision-making process for buyers.
Deliverables included a high-performance 3D viewer with cinematic camera rig, hotspots for detail views, modular visualizers like color previews and billboard artworks, as well as integration into commerce and financing workflows within the existing infrastructure.
Deliverables include viewer, camera system, visualizers, and commerce integration.
A virtual camera rig replaces pure orbit views and creates cinematic drives that dramatically connect hotspots and detail views. Cinematic transitions make differences between equipment options directly perceivable and enhance the perception of individuality.
The development followed the phases Discover, Prototype, Build, and Launch.
In short increments and with ongoing usability tests, interface patterns such as card-swipe and step-by-step navigation were validated early, resulting in steadily increasing productivity and usability.
Technically, the project is based on an optimized 3D pipeline, lightmaps, and decals to minimize texture sizes, as well as a structuring middleware to link the backends. This keeps detail depth and performance balanced, even on mobile devices.
The technical foundation creates scalability and performance.
In the final showreel, motion design, lighting scenarios, and camera drives come together in a 360° presentation that showcases paints, rims, and interiors in realistic environments and makes the vehicle experience emotionally tangible.
The focus creates measurable benefits for product and market.
The close collaboration of design, visual engineering, and product management, as well as the modular architecture, enabled rapid iteration, international applicability of the visualizers, and tangible benefits for users when configuring and comparing.