After months of development and testing, the new configuration toolkit of Factory121, the Swiss custom watch manufacturer, has been launched. Already the earlier version of this toolkit has been a great example which I have used often as an illustration of a "perfect" online configurator for BtoC in my lectures and keynotes. The new version brought the tool on a new level, and is a model of what a good online configurator should be able to do.
It is a great example what is possible if a configuration tool is developed and implemented purposeful and with understanding of the specific demands of mass customization. The new version, launched in April 2006, has reinforced this evaluation and has set a new industry standard. There are still some minor bugs to be worked out and some possibilities for improvement remain (and co-founder Daniel Morf has told me that they are working on fixing these errors), but already at this stage the configurator is leading edge.
The main elements which I consider as best practice of the new 121TIME toolkits include:
- Different entry points into the configurator (direct, from the catalog, from an mailing, etc.)
- Strong and thoughtful pre-configuration (very important point to reduce complexity from the customers' perspective)
- Good structure of the different co-design levels (while rather complex and pretty filled, the screen nevertheless allows for a easy navigation between the different design options)
- High usability and representation of rather complex design opportunities, creating a flow experience of the user
- Strong rule set preventing "bad" designs (try to design an ugly watch, this is really difficult)
- Several options to safe, compare and share designs
- Very good "consultancy" and help functionality (plenty of fields explaining you all options)
- Strong and fast visualization (try the zoom function)
- Modular pricing system allowing each customer to purchase a watch according to her own willingness-to-pay (Factory121 is one of the very few companies in the customization BtoC market utilizing this opportunity)
- Possibility to use place the toolkit in a customized way in affiliate web sites.
While single aspects of this configurator may be matched by other online configurators, it is the combination of all of its features that makes the 121TIME toolkit superior to other. Try the tool here (as with many new internet tools, you need broadband for a good experience; but still sometimes the company's server performance seems to be slow): http://www.121time.com
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