Saxdor web configurator
A configurator that works as both a showroom and a lead-generation tool. Dealers receive buyers who already know what they want.
The challenge
A B2B showroom is a guided, rep-led pitch. A B2C configurator has no rep. Buyers arrive cold from a link, often on a phone, and need to explore dozens of hull, upholstery and engine options without getting lost.
Key design decisions
Get out of the way. The interface is minimal so the boat stays the focus. It loads fast, responds to touch gestures, and keeps navigation shallow instead of burying options in dropdowns. A buyer can tap an Instagram link and be customizing within seconds.
Show, don't describe. Every choice renders instantly in 3D. Buyers can rotate the boat, zoom into the deck and see a hull color next to an upholstery option, instead of imagining how the combination would look.
Make it feel like theirs. Micro-interactions reward each change, and one-tap sharing lets buyers send their exact build to a partner for a second opinion.
Hand off a warm lead. "Contact Dealer" packages the full configuration and sends it to the dealer. The first conversation shifts from "What are you looking for?" to "Let's get this built."
The coolest parts of the project
Choose red leather cushions at the top of the site, see red leather when you finish the site.. IN A VIDEO!It's more than just a configurator. It feels like you're really there. The end video IS EXACTLY as you configured.. IN A VIDEO!Configurable choices are reflected as you scroll.. IN A VIDEO!We created a configurator that adapts to the options available for each different product, while keeping the look & feel the same for each boat.
The backend calls the SKUs and the 3D models and combines those to create a dynamic and automated configurator that can change on the fly with any changes the client makes in the backend.
If Saxdor comes out with a new boat, they simply add it to the backend and the site generates with the configurations they need.
I created different types of “chapters” and each chapter has a “block” in it and depending on the type of information the client puts in the backend or the category the SKU lives in, the site generates the correct type of chapter/block.
Senior Product Design Role
As the Senior Product Designer for the Saxdor Web Configurator project, I did all of the following:
Translated the Saxdor app’s design into the web configurator and led a workshop to decide which features carried over from the app.
Designed wireframes, mockups, and user flows in Figma.
Used Claude Code to prototype and build configurator components, turning design ideas into working code myself while collaborating with a full-stack team that implemented the backend, API, and logic.
Set up a working system with Claude Code, including a CLAUDE.md with project conventions, agent rules, and reusable skills, so design decisions could move into working components quickly and consistently.
Delivered the design to release within a two-month deadline.
