Askeladden aimed to introduce a digital configurator allowing customers to personalize premium boats according to their needs.

The objectives were multi-layered:

• Improve engagement and support decision-making during the buying journey
• Give customers a sense of control over the final product
• Generate qualified sales leads
• Collect marketing insights (model interest, budget range, propulsion type, package preferences)
• Present a modern, premium digital experience aligned with the brand’s positioning — especially ahead of international trade shows

The configurator needed to be intuitive for both tech-savvy users and older, less technical buyers, while reflecting the premium standard of the brand — comparable to automotive configurators.

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I worked as part of a cross-functional team consisting of a UX lead and developers. The project was collaborative from concept to launch.

During workshops with the CEO and technical team, I actively contributed by asking clarifying questions, documenting requirements, and translating business input into design considerations.

My primary responsibilities included:

• Defining the configuration architecture and interaction logic
• Designing the step-based user flow
• Prototyping and validating interaction patterns
• Structuring option dependencies in collaboration with the team leader
• Designing the final UI aligned with the brand’s premium positioning
• Ensuring responsiveness across devices, including trade-show usage
  
  

The configurator was built entirely from scratch.

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Through workshops with stakeholders, several key principles shaped the solution:

• The experience had to balance emotional engagement with structured decision-making
• Users required guidance without feeling restricted
• Complexity had to be progressively disclosed to avoid cognitive overload
• The configurator had to function as both a sales funnel and a brand experience

Rather than creating a freeform configuration tool, I designed a guided step-by-step journey supported by clear navigation and real-time feedback.

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The final solution introduced a responsive, premium configuration experience featuring:

• A step-based flow with side navigation and visible progress
• Real-time price estimation updates based on selected options
• Interactive 3D boat render adapting dynamically to configuration choices
• Clearly described equipment packages with supporting imagery
• Contextual “Details” links for deeper technical explanations
• Smart dependency logic preventing incompatible selections
• Downloadable PDF summary and shareable configuration link
• Integrated lead generation through “Request an Offer” (including contact data capture)
• Marketing insight capture (model interest, propulsion type, budget preferences)

The configurator strengthened brand positioning, increased user engagement, and supported both marketing and sales teams with qualified leads and behavioral data.

It also served as a high-impact presentation tool during trade shows, reinforcing Askeladden’s premium and forward-thinking identity.

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