Configurator optimizes the design process both internally and for customers

FOCUS Moduler have spent hundreds of hours annually helping potential customers identify their needs and design modular and pavilion solutions. Now, a product configurator allows customers to take ownership of their solution while freeing up internal resources.

The challenge

FOCUS Moduler have invested hundreds of hours each year assisting customers in designing modular and pavilion solutions that meet their specific needs. Since they didn't offer standard solutions, they created all floor plans from scratch based on a needs assessment in collaboration with the customer.

The solution

Focus Moduler has introduced a configurator that empowers customers to take charge of the initial stage of their buying journey by allowing the user to customize solutions tailored to their specific needs. By doing so, FOCUS Moduler aligns with customers' digital behaviors and optimizes internal workflows.

The client

Company: FOCUS Moduler
Industry: Building materials
Country: Denmark
Website: Visit their website here

About FOCUS Moduler

FOCUS Moduler has for many years produced, sold, and rented pavilion and modular solutions for offices, institutions, and schools in Denmark.

The challenges

Endless customization options make it difficult for customers to get started

FOCUS Moduler is busy. Very busy. The company, which produces, sells, and rents out pavilion and modular solutions for offices, institutions, and schools in Denmark, has 40 employees. Twelve of them work in the office, and five of these help the many potential and existing customers succeed with their pavilion and modular projects.

FOCUS Moduler has always believed that their solutions should be customized to meet each customer's specific needs. While this flexibility is a significant strength, it also poses a challenge. Most potential customers are not completely clear about their requirements from the beginning. In fact, it can be challenging to envision a solution without assistance, especially when there are so many options to choose from.

The challenges

Hundreds of hours used on handling customer inquiries

"Every year, about 400 people reach out to us for a quote on our solutions or to explore their options. Until now, we haven't had any standard solutions to showcase for inspiration. Because our offerings are virtually limitless, many of our customers have found it challenging and abstract to begin their projects without assistance," says Morten Meldgaard, a building constructor and project manager at FOCUS Moduler. He continues:

"That's why we've had a big internal task in understanding the needs, drawing a draft, sending a quote, and then making the subsequent adjustments for those who choose to proceed with the project. We typically spend at least an hour and a half on each inquiry, so annually it adds up to a lot of hours."

FOCUS Moduler's website showcases images of the solutions they have developed for various companies and institutions across all sectors. While these photographs effectively highlight the quality and flexibility of their offerings, they do not provide a clear view of how the different modules interact with one another, which can be more easily understood through a floor plan.

Shows quality and options, but not how modules interconnect

Inspiration for FOCUS Moduler's customers

FOCUS Moduler_550m2-administration-og-moedelokaler-1

Choosing a partner

A flexible solution that covers all needs

FOCUS Moduler wanted to make the needs assessment and drawing process easier for all parties. Therefore, they began to explore the possibilities of developing a product configurator for their website to help potential customers get started with the "drawing process" on their own. By doing so, customers would gain greater ownership of their projects from the beginning while freeing up internal resources at FOCUS Moduler.

And that's where we came into the picture.

"We considered several companies to develop the configurator we needed. However, Cadesign's flexibility set them apart. Instead of offering a standard solution requiring us to adjust our products to fit, they prioritized our wishes and needs from the beginning. This approach shaped the solution to better align with our requirements."

Morten MeldgaardProject Manager at FOCUS Moduler

The process

Close collaboration keeps the objectives clear

Together with FOCUS Moduler, we had to find a solution to meet both their needs and current market trends. Therefore, we started the collaboration by conducting a comprehensive needs analysis, which revealed some intriguing developments in the B2B market. Notably, B2B customers are increasingly seeking a more digital and personalized buying experience. This expectation has grown to the point where they may abandon partners who fail to provide the digital capabilities they desire.

Following the needs analysis and a thorough needs assessment, the work on developing the product configurator started in earnest.

"We have had weekly meetings with our Client Manager and the team responsible for developing our configurator. By collaborating closely on the solution in small, manageable steps, we have maintained a clear focus on our objectives—what we expected from Cadesign and what actions we needed to take on our end," says Morten Meldgaard, and continues:

"During this process, we experienced a hectic period that required us to deprioritize the project. However, Cadesign remained calm and adaptable, which we greatly appreciated. It was crucial for us that the development of the configurator did not impact the service our customers received, and there was complete understanding and respect for this. By taking the time to do it properly, we now have a solution that we are very satisfied with."

Keeping the customer in mind

From drawing programs to a user-friendly product configurator

One of the most essential things for FOCUS Moduler was that the configurator should be manageable and easy to use. This also meant that they had to start a comprehensive process of designing floor plans that would cover the needs of most of their customer groups, from institutions and education to offices and private housing solutions.

"Before the configurator, we were used to drawing all solutions from scratch based on a needs assessment. Now we suddenly had to limit ourselves considerably and create several standard solutions so that it would be as manageable as possible for the user to draft the solution they are looking for. We need to focus on the customer's needs, which also means we have to keep their backgrounds in mind. After all, very few inquiries come from people with a deep technical understanding of construction. Therefore, our solution had to be as simple and intuitive as possible," says Morten Meldgaard.

The solution

A product configurator makes it easier to identify your own needs

After FOCUS Moduler had been busy designing and drawing the floor plans needed to cover most people's needs, they ended up with about 40 standard modules.

This number may seem overwhelming, but several user-friendly features in the configurator simplify the "drawing work." First, the configurator only displays the relevant floor plans for the chosen customer group. For example, if you select office options, you won't see floor plans that include playrooms or nursing rooms typically found in institutions.

Second, the product configurator automatically removes incompatible options when the user chooses specific modules.

"We have seen other product configurators in the industry where the user can customize a lot directly in the tool. However, we think this also makes the design process significantly more complex, which is not what we want to offer. The most important aspect is that users can begin assessing their needs, which we previously guided them through. How many offices are required? What about the kitchen and canteen? How many toilets are necessary? Should the design include one or two floors? How should the areas be interconnected? And how much space is required? If adjustments are needed later, such as relocating partitions or adding extra doors, we can address those quickly," says Morten Meldgaard.

Thus, the configurator can be used as an inspiration tool for needs assessment, but users can also design modular solutions that are ready for production. Shortly after the launch of FOCUS Moduler's product configurator, several project proposals generated directly in the tool have been sent out for signature.

A strong tool both internally and externally

The configurator also optimizes work in the office

The product configurator on FOCUS Moduler's website is still relatively new, and not everyone knows this tool yet. As a result, the office still receives many inquiries and anticipates this trend will persist. However, the tool still makes a significant internal impact.

"Many still call or write to us to get a quote or find out if we can meet their needs. We refer them to the configurator, and many take up the offer to try it themselves. The feedback has been very positive, and people think it's nice to see their projects in 3D and from different angles. And the possibility to furnish the rooms with different furniture according to needs gives them a much better sense of size and space requirements," says Morten Meldgaard, and continues:

"A lot of people prefer to have a dialogue with us instead of drawing themselves. But we also use the configurator internally in the office. Now, we can often create a draft in just five minutes, which can be sent directly to the customer. From there, we can continue the conversation and make any necessary adjustments. Previously, this process would take us much longer, so we are extremely satisfied with the solution in the office."

3D Images

Product configurators

Film

Augmented reality

Digital sales tools

Technical files

E-books

Blog

Live talks

Insights

About

Contact