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[ Case Study · 04 / 06 ]

A 3D configurator
driven by generative AI
design.

A web-based configuration engine driven by generative design and data models — letting users reshape complex 3D product models in seconds, not hours. Built with a 22-person cross-functional team at Steelcase's Digital Innovation Lab.

Steelcase Configurator hero [ FIG.01 ] CONFIDENTIAL · BETA STEELCASE / NEXT-GEN PV 2021 → 2024
Role Lead Product Strategy & UX
Duration 2021 → 2024
Team 3 Engineers · Exec sponsor · Biz Dev · Generative-design agency
Status Beta launched · 300+ pilot users · Handoff to IT
01 · Problem

Complexity was costing deals.

Users spent enormous amounts of time navigating the complexity of Steelcase's product portfolio and customizing 3D models per their customer's requests.

Ease of doing business is key to retaining customers — and the existing platform was frustrating enough that the company was losing projects to it.

If we couldn't make customization fast, we'd keep losing deals to teams that already had.

02 · Solution

Next-gen product visualization.

Under the theme of Next-Gen Product Visualization, we asked: could we build an experience where a sales rep, dealer, or customer could find a product and customize it directly in the browser — no installs, no specialists, no back-and-forth?

The answer became a web-based configurator powered by a generative-design engine. Pick a product, change the variables that matter — height, finish, fabric, footprint — and watch the 3D model regenerate in real time.

Steelcase Configurator interface [ Solution · Configurator UI ]
FIG.02 — Configurator interface, beta build SC / DIL · 2024
03 · Impact

From research to revenue.

The tool was envisioned from market research and business goals, validated through a pilot, and tracked all the way to revenue impact.

01
$100M+
Revenue impact attributed to faster, more accurate configurations across the sales pipeline.
Revenue / Pipeline
02
300+
Pilot users tested the beta and validated high desirability across sales, dealer, and customer roles.
Pilot Users
03
22
A cross-functional team — engineering, business development, marketing, generative-design partners — coordinated end-to-end.
Team Members
04 · Walkthrough

The tool, in motion.

Configurator walkthrough · Confidential

The nature of this project is confidential — we are still scaling the experience and operating it in beta. Please reach out for a walkthrough or further detail.

05 · Roadmap

What comes next.

With high desirability proven through the pilot, the team is in active handoff to IT peers. The next horizons:

→ 01

Scale the experience

Identify the key processes and roles required to operate the configurator at full scale across regions.

→ 02

Gate beta access

Limit access during beta through user-authentication technology so feedback stays high-signal.

→ 03

Brand integration

Integrate Steelcase's visual design system end-to-end through collaboration with the BrandComm team.

→ 04

Extend the engine

After this version launches, branch a second experience that leverages the configurator engine in a new context.

Keep reading.

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[ Get in touch ]

Want the full
walkthrough?

deepabh@stanford.edu ← Back to all work