Project Overview
Real time Customization
Freightliner, a leader in the heavy-duty truck industry, sought to modernize their outdated truck configurator. The existing system lacked real-time 3D visualization, restricting users to static images and a linear selection process. Our goal was to design and develop an interactive 3D configurator that allows customers to customize their truck, see real-time updates, and experience it from multiple angles and environments.
By leveraging real-time 3D technology, we enhanced usability, improved navigation, and created an engaging, immersive experience that seamlessly integrates into Freightliner’s product ecosystem.
The Problem
Freightliner’s existing configurator had several limitations:
• Outdated visuals – Users relied on pre-rendered images with no real-time interaction.
• Rigid navigation – A linear flow restricted flexibility and exploration.
• Poor scalability – No structured process for adding new truck models.
The challenge was to design a scalable, intuitive solution that meets both Freightliner’s business goals and user expectations in three main areas:
Model Ingestion
A streamlined system for model ingestion and optimization, allowing new truck models to be added efficiently as the product line expands.
Customize
Users can customize their truck specifications and see updates rendered in real-time, enabling more informed decision-making and a highly interactive experience.
Purchase
The configurator allows users to save and send their truck configurations directly to a local dealership, where the final purchase can be easily completed.
Architecture & User Flow
Freightliners original configurator forced users into a rigid, linear process, limiting flexibility and making it difficult to track selections. This led to frustration when revisiting previous choices.
Key improvements:
• Open navigation replaced the step-by-step flow, allowing seamless movement between sections.
• Configured options are now persistently highlighted, providing a clear, at-a-glance overview.
• Improved wayfinding with persistent navigation and section markers reduces unnecessary clicks and enhances usability.
Branding
To ensure a seamless brand experience, we collaborated closely with Daimler’s internal teams, aligning the configurator with Freightliner’s existing digital ecosystem. Rather than creating a standalone tool, we integrated their typography, color palette, and UI components to maintain brand consistency.
By incorporating Freightliner’s established design language, the configurator felt like a natural extension of their product ecosystem while enhancing usability and engagement.
Users can explore the truck from any angle while the camera automatically adjusts to focus on selected components. This eliminates manual realignment, ensuring a seamless, frictionless experience that keeps the truck centered and easily viewable at all times.
On touch-enabled devices, users can tap and drag anywhere on the screen to rotate the view and use pinch-to-zoom gestures. These familiar interactions ensure a consistent experience across all devices
Informative visualisations & Modals
Freightliner offers two cab variations: a day cab and a sleeper cab, each with extensive customization options. Real-time updates let users see how their selections impact the layout, ensuring informed decisions.
The interior camera, anchored to a single point, allows seamless exploration while maintaining a clear perspective. Interactive hotspots provide additional details on materials, trim levels, and features, enhancing the customization experience.
Interior
Freightliner offers two cab variations: a day cab and a sleeper cab, each with extensive customization options. Real-time updates let users see how their selections impact the layout, ensuring informed decisions.
The interior camera, anchored to a single point, allows seamless exploration while maintaining a clear perspective. Interactive hotspots provide additional details on materials, trim levels, and features, enhancing the customization experience.
Environments
Users can view their truck configuration in different environments, enhancing realism under various lighting conditions. Initially, we considered a rolling road simulation but opted for static spherical images to ensure smooth performance across all devices. This approach maintains visual fidelity while allowing seamless toggling between environments for more informed customization decisions.
Final Thoughts
The 3D Freightliner Configurator redefined how users interact with and customize trucks. By leveraging real-time rendering, an intuitive UI, and seamless model integration, we transformed a static selection process into an engaging, interactive decision-making tool.
This project demonstrated how real-time 3D technology can enhance customer confidence in their purchase decisions while streamlining dealership interactions. Moving forward, this configurator serves as a scalable foundation for future product expansions and deeper customer engagement.