Industrial B2B Product Configurator
19 · Case Study
Industrial B2B Product Configurator
A touch configurator with 3D preview and lead capture — built for factory and equipment brands on exhibition floors.
- Role
- B2B configurator experience lead
- Context
- Industrial exhibitions · Factory & equipment brands
- Collaborators
- Product managementSales opsStand design
The Situation
Industrial buyers want options and proof, not carnival games. Booth teams needed a practical way to explore configurations, see realistic previews, and leave a lead sales could actually follow up — often while reps were tied up.
Goal & Expectations
Deliver a touch configurator with clear constraints, 3D preview, and clean lead capture suited to exhibition floors. Report which configurations drew interest after the show.
Challenges
The hard parts were rarely just creative. They were floor reality, feasibility and the people who had to run it live.
Valid combinations only
Invalid SKUs erode trust instantly. Configuration logic had to mirror real product rules without feeling like a spreadsheet.
Time-to-value
Visitors gave two to three minutes. Preview updates and price or spec summaries had to feel immediate on kiosk hardware.
Lead quality
Sales rejected generic “contact me” forms. Capture fields needed to balance friction with enough context for follow-up.
Where I Came In
I joined to design the configuration UX and preview rhythm with product management — what choices appear first, how preview communicates value, and how leads hand off to CRM workflows.
Approach
Progressive disclosure: start with high-impact choices, reveal detail on demand. Paired 3D preview with plain-language summaries buyers could photograph or email themselves.
What We Built
Visitors assembled a realistic configuration, saw it in context, and submitted interest without waiting for a full walkthrough. Reps picked up leads knowing which options were selected.
Other Teams Involved
Product management for rules, sales ops for lead schema, and stand builder for kiosk integration and cable management.
On the Floor
Stress-tested touch response with work-gloved hands in mind. Verified preview performance after overnight power cycles on long industrial show runs.
End Result
Industrial exhibitions captured qualified configuration interest with post-show reporting on popular option bundles.
Final Thought
B2B configurators win when sales says “these leads are usable.” I would rather ship fewer options clearly than dazzle with infinite broken combinations — buyers respect honesty on a factory floor.
Capability notes
For teams who want the build detail: the experience drew on the tools and patterns below. The story above is what visitors and stakeholders felt on the floor.
- Interactive 3D preview
- Configuration logic
- Touchscreen kiosk UI
- Lead / enquiry capture
Client confidential — delivered for a brand presenting in this context. The client name is withheld under NDA.