Rotax configurator
An interactive 3D web-configurator that allows Rotax customers to customize aircraft engines
Don't judge until you try it 😉 https://configurator.flyrotax.com/
SUMMARY
Web-based 3D engine configurator that lets users customize Rotax engines, see weight and component changes in real-time, and export a spec sheet for local distributors
GOAL
Turn exploration into qualified sales leads, targeting ≥ 30 % form-submission rate
Expose customers, in a hands on way, to the wide range of configurations that can be done to Rotax aircraft engines
ROLE
Project manager, Product designer (Research, UX/UI design, user testing, handoff) in collaboration with developers and 3D artists
CONTEXT
Rotax, already using frontline.io’s digital-twin (3D) platform for support and training, asked us to re-purpose the high-fidelity 3D engine models into a public, self-service configurator that could both showcase every possible build and capture qualified sales leads
Because the project sat outside frontline.io’s core roadmap, I stepped in as dual Project Manager & Product Designer, running discovery, scoping, and delivery while still owning day-to-day design work for the main platform
PROBLEM
Prospective buyers had only a complex technical PDF to understand which engine variants, gearboxes and accessories could be combined. The static document:
Overwhelmed users - dense tables, no visuals, impossible to view on mobile.
Captured zero data - Rotax had no insight into which configurations were trending and no built-in lead form.
Without an interactive tool, customers couldn’t confidently spec an engine, and Rotax couldn’t reliably turn interest into qualified leads.
RESEARCH
Persona
To ground the UX in a real user’s day-to-day, I modelled a single primary persona drawn from interviews with Rotax sales engineers, service reps and marketing staff who speak with Rotax customers on a daily basis
Inspiration from other configurators
I explored various online configurators, both 3D and non-3D, to select interactions and usability features that would improve user experience and satisfaction.
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Tesla: Summary and clear CTA always visible
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Elite HTS home theatre chairs: non-interrupting "More info" sections for components
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Hanse yachts: Limit user navigation control around the 3D model
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Porsche: Specific and important info displayed on first page- model selection
DESIGN PROCESS
Requirement gathering
Working sessions with Rotax sales engineers, service reps, and certification specialists surfaced five non-negotiable guidelines that shaped every interaction pattern:
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Gate the flow: Gearbox and certification type must be chosen first; only then can the user continue to configure other components.
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On-demand depth: Each component needs a “Learn more” drawer so curious pilots can dive as deep as they like.
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Highlight benefits, not price: Since cost isn’t a constraint, copy and visuals should stress the advantages for each option.
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Weight as a primary decision factor: weight is a crucial factor when it comes to aircraft engines, and it should be understood how every choice the user makes affects that metric.
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Respect the audience: Use precise aviation terminology and data-rich visuals; never “dumb down” content for an expert pilot crowd.
User flow
Mapping every interaction clarified friction points and let us trim needless detours before a single pixel was drawn.
Interaction
Must for conversion?
Insights and decisions
Engine selection
Yes
Thumbnail grid with important specs displayed for quick "scan-ability"
Certification selection
Yes
More info is not needed, users will understand what certifications mean
Gearbox selection
Yes
Repeats itself for every type of engine- Can be combined with certification selection
Components selection (multi)
No
Dependent on certification+ gearbox selection. NO grey out, filter out invalid options to reduce load
(But, unlikely user will stay with default components)
View & interact with 3D model
No
Don't allow user to "lose" the model while navigating- Limit free roam
(Trust builder)
Click “More info” on components
No
Displayed only on demand
(Depth on demand)
Change weight unit kg/lbs
No
Default option according to geographical location of user
(personalization)
Click “Email configuration”
Yes
Clear CTA, always displayed and single action to proceed
Fill form
Yes
Try to minimize mandatory fields
Click "Send" to send form
Yes
Grayed out until all mandatory fields are filled
Wireframe
These low-fidelity sketches translated the requirements into concrete screens, allowing me to share and validate flow, hierarchy, and gating logic with stakeholders before moving to hi-fidelity design.
High-fidelity
These hi-fidelity screens translate the validated wireframes into Rotax’s visual language. I received a brand-book from Rotax and followed the guidelines outlined.
One significant adjustment made from the wireframes to the hi-fidelity design was that Certification and gearbox are selected in a dedicated step before any component tweaking begins. Isolating these two drivers lets the configurator surface only the components that are actually compatible, eliminating dead-end choices and needless complexity.
Iterate
Two months post-launch, Rotax’s rebrand let us refresh the UI and slip in user-driven UX fixes that arose after first launch.
Highlighted vs. New page
Phase 1
Phase 2
In Phase 2 I moved certification and gearbox selection to a dedicated page. The extra two clicks came with a payoff: the screen lost its clutter, users faced a single clear decision set, and comprehension scores jumped.
Full page loading vs. components displayed
Phase 1
Phase 2
I also decided to unlocked the component panel during model load, letting users poke at options before the 3D view appeared. Turning dead-time into hands-on exploration erased the “helpless wait” feeling and kept engagement high.
REFLECT
Impact
82 % of sessions included multiple component tweaks where options were repeatedly changed - clear evidence they enjoyed experimenting with the tool rather than rushing straight to checkout.
The configurator had, just below, a 40% conversion rate in the first year after it was published. Generating quality leads.
The Rotax configurator’s success directly prompted new business: Bobst commissioned us to develop a 3D configurator of their own after reviewing the Rotax project.
Personal takeaways
Mobile view was defined by Rotax as “secondary”. Nonetheless, it proved tougher than expected: the 3D model had to stay large enough and always visible, so every other element had to fight for pixels. Balancing live visuals with just-enough data sharpened my sense for ruthless, efficient use of screen real estate.
Check out the live Rotax configurator https://configurator.flyrotax.com/
