What are the sources of problems in implementing the configurator?
What can go wrong? It's a good question to ask yourself at the beginning of a new IT project. Being aware of those factors that most often generate problems (and a lot of nerves) is the best start to eliminating them. We see this when we create more product configurators for our clients.
We have had several years of work on product configurators. Each one was different, just as our customers were different. Each involved different products. As a result, we were able to compile our own list of potential problems. We want to share those factors that are among the most common:
Incomplete needs analysis. The task of the configurator is to reconcile the needs of the vendor and the customer. The vendor wants to shorten the time of developing an offer, make it more attractive and eliminate inaccuracies in the assumptions of the final product. The customer wants to decide on the parameters of his dream product, quickly learn about its pricing and, preferably, its visualization. Without a proper analysis of the expectations of both groups, the resulting solution will simply be unusable. Before starting work, the ordering party should know which elements of the product he wants to configure to generate profits rather than complications. He should also study what his customers would like to select and in what order.
Incorrect data. It can happen that those responsible for supplying data to the configurator do not have full knowledge of the product's components, and thus include in the offer elements that are absent, poorly described or risky in application. Particularly when salespeople are responsible for the work on the configurator without strong involvement of technical people, such selection variants may appear in the offer, which in practice "cannot be done". There are also errors in units of measurement or weight.
Naming confusion is a fairly common source of confusion. In a company that invests in a configurator alone, there can be many different naming systems, especially when it sources from multiple sub-suppliers. And so it may turn out that we have as many as three "retro floral" style fabrics to offer, but each of them looks completely different. To make matters worse, other still names may be used by the company's customers. Often these names are customary, unprofessional, but firmly established. Without creating a unified catalog of names, terms, definitions, it will be difficult to design a friendly configurator.
Lack of photos and graphics is a common factor that delays the work. The configurator relies heavily on images. They show the individual elements of the final product, their variations, dimensions, projections, etc. It's a whole lot of content that needs to be gathered and - a real challenge - to ensure their uniform presentation. An unprofessional configurator will look unprofessional, where some elements will be presented in the form of photographs (for example, chair legs) and others in the form of drawings (for example, armrest shapes). If the result of the selection is to be a visualization (often 3D), care should still be taken to implement each element into the final design.
Too much complication. Usually, when we take on a new task, we approach it very ambitiously. In the case of a configurator, companies would often like to allow their customers to select every, even insignificant, element. As a result, the work drags on, due to the need to collect a large amount of data, graphics, take care of consistency between elements. Often, however, it turns out that end customers not only do not need so many options to choose from, but actually get lost in the maze of possibilities and abandon the purchase. Researching the customer's needs in advance will avoid over-complicating the project.
Haste, of course, is also on our list. Often the idea of a configurator comes suddenly, in the context of some upcoming event. It could be a trade show, the launch of a new outlet, a visit from an important customer. We don't mind, of course, it's another sales opportunity for us. However, it's worthwhile to determine together at the outset whether the configurator is simply to make a good impression at an upcoming event, or whether it's to be the start of a larger solution that we'll work on in subsequent stages of the project. Trying to make something on the fly that is later to last for years usually ends in disappointment.
Too short a time horizon. Product configurators are a response to the growing trend of individualizing offerings. Since it's a trend, it can be expected to evolve over time. Therefore, when planning a solution, it makes sense to focus not only on what the company's customers would like to configure now, but also on what their expectations will be in the future. These may concern not only the elements of selection, but also the tool itself, in which they will be able to use such a capability. Looking at the configurator in the long term will allow you to reach for solutions that will allow the company to use it successfully in the years to come.
In the case of a configurator, companies would often like to allow their customers to select every, even insignificant, item. However, it often turns out that end customers not only don't need so many options to choose from, but actually get lost in the maze of possibilities and abandon the purchase.
Is this a complete list? Of course not. We have selected those problems that most often interfere with the smooth implementation of the project. When embarking on such an assignment, we remember to ask in the initial interview about all those factors that could hinder the implementation of the configurator. Such a conversation is an investment - for both parties.
