Improving customers' experiences with a Configurator application



Inwido AB


Ever since the beginning, the company functioned on a B2B model, but in the recent years they have been planning to reach out to and get in contact with the customers themselves. The company needed to find ways to generate leads and get closer to their target audiences. 

Qualitative research

Having a broad variety of people as target audience (people living in Denmark and owning a house), it was rather easy to find and talk to the right people. We interviewed people matching the profile. 

Among many things we found out that all of them have a hard time purchasing new windows, due to their lack of knowledge in the field. Furthermore, when the customers want to replace a  broken window, they are going to need a replica. In these cases it is crucial for them to see the product in real life.

Would you let professionals suggest the recommended features for your windows or would you prefer choosing them by yourself?
A combination of it. I like the professional help but I also want to have a say in the outcome.
Interviewee 2, 2020
What do you think must be the most challenging part of buying windows?
I guess it would be to find similar windows to the “old” ones I have.
Interviewee 1, 2020

Mapping the user's journey

The next step was to take a closer look at how users are experiencing window purchasing in general. What are each steps they are taking and what are potential improvements we can make in their journeys?

I first mapped how the customers’ experience window purchasing in this moment, without a digital solution created by us. This helped us understand the flaws and complications they can run into on their way. 

Once we understood their journeys, I created another Customer Journey Map which looked at a user who uses the configurator tool that we are designing.

What does the user expect to get from our solution? What are their needs in different stages of their purchasing process?

Customer Journey map created as the user has the configurator application
Customer Journey Map as a user interacts with the configurator

Specifications and ideation

Throughout our user research, we understood that people who are planning to purchase windows need 3 things: First, they need window which are fitting their location, meaning that houses with different climates will require different features for their windows. 

Secondly, these users do not have a good knowledge of what they need. Most of them would not have the expertise to make decisions on which one to buy, but they would still like to have a say in what they are getting. 

Lastly, they have to see the products and visit showrooms in order to do that. 

The following features were necessary for an effective solution: 

Key Findings

Location access

Asking the user for permission to share their location with the application can be used to make recommendations on different windows or features.


By suggesting the user to fill out a simple survey, we can further understand their specific needs or tastes. The right window features can further be recommended to them while they are making their ideal window in the application.


The configurator tool can be visually informative, so that the user not only understands what windows Inwido has, but they can also customize the window's color or style to their tastes.

Location access request from user
Location access requesting screen
Configurator application survey questions
Survey questions
Configurator application sketch
Configurator application


The navigation of the web application is eased by using tabs for each step of the process. The user can quickly jump from one step to another if he/she wishes to. 

The user is able to hover and click on each part of the edited window. By hovering, they see which part is applied and by clicking, they get to the corresponding category. This solution helps the user edit specific parts faster, because they do not have to find the categories themselves.

When the user is done editing their window, the app gathers all information about the final product and compiles it into a brochure. The user can enter their e-mails and get the brochure sent to them right away. Thus, the solution additionally generates leads for the company.

Usability Testing

While prototyping, proper error prevention and clear namings were used. To find out how it works for potential users, Think-aloud tests were conducted. The goal was to find out, whether the interaction with the application is smooth enough and where can the application further improve.

Heuristic evaluation

A heuristic evaluation was conducted on the finished prototype based on Jakob Nielsen’s 10 Heuristic principles. All the team members named issues and recommendation regarding each principles and added a severity measure of 1 to 5. The results were discussed afterwards and last changes were made on the prototype.