Cliffs UK
Interactive 3D Product Customisation Platform
A 3D product customisation platform for Cliffs UK, where every change shows up instantly instead of being imagined from a list of options.
The challenge
Configurable products leave a gap between what a customer selects and what they picture. A dropdown of finishes and a grid of swatches ask buyers to assemble the result in their head, and the ones who get it wrong only find out when the box arrives.
Cliffs UK needed the configuration and the picture of it to be one and the same.
How we approached it
We drove the 3D view straight from the current configuration. One source of truth, with the render as a view of it, which rules out the classic bug where the preview and the chosen options drift apart.
Materials and finishes swap without reloading the model, so every change feels instant rather than like waiting for a page.
As with all real-time 3D, we set the performance budget first and built the assets to fit, so it holds up on a phone.
Delivered in our usual two-to-four-week rhythm, in short cycles with working software at the end of every one.
What we delivered
- Interactive 3D configuration that updates as options change
- Material and finish switching with no reload
- Free rotation and close inspection of the configured product
- Performance built for phones and mid-range laptops
- Client
- Cliffs UK
- Built with
- Three.js / WebGL · Real-time material switching · Responsive 3D
The outcome
Customers see the exact product they're specifying, so the guesswork of the old option list is gone.
Explaining what a combination will look like is now the page's job, not a person's.
More work
Something like this?
Tell us what you're building. We reply with a clear scope, an honest timeline and a fixed next step.