Rubens Knowledge Base

Frama demonstrates a world-class implementation of the Rubens Configurator by seamlessly combining standalone product photography, interactive 3D elements, and high-quality inspirational imagery. This multi-layered visual strategy allows them to showcase their high-class design excellence through tailored views for every use case, catering to diverse customer mindsets – from those seeking inspiration through ready-made designs to power users wanting total creative control.

By bridging the gap between traditional e-commerce product pages and deep 3D customization, Frama creates a premium user journey that lowers the barrier to entry for complex modular furniture and maximizes conversion rates at every touchpoint.

Dual-Path User Journey: The Frama implementation begins at the collection level, where customers are presented with two distinct paths: "Popular Setups" for immediate purchase and "Build Your Own" for a blank-canvas experience. This approach ensures that customers who may be overwhelmed by total modularity can start with a pre-validated design, while experienced planners can jump directly into the full technical suite to realize their specific vision. By providing these curated starting points, Frama effectively reduces the "fear of the blank page" and guides users toward a successful configuration.

Curated Ready-to-Buy Designs: The most popular shelving setups are displayed in the webshop as finished products with their own dedicated Product Detail Pages (PDPs). On these pages, the user has the immediate option to add the variant to the cart as a standard item, but the real power lies in the "Customize Your Selection" button which launches the Rubens Configurator with that specific model pre-loaded.

Strategic Marketing Value: These fixed product pages are strategically vital for your digital marketing, as they serve as indexable landing pages that are essential for SEO, Google Shopping feeds, and Marketplace listings. By treating these curated configurations as static products, you can target specific search keywords and ensure your modular systems are discoverable on external platforms before a user even enters your site.

Implementation Note: It is also possible to integrate a 3D view of the specific product and an AR button directly to your Product Detail Pages. This allows the user to visualize that exact configuration in their own home or interact with it in 3D before even deciding whether they want to customize it further or buy it as-is.

Instant Entry & Structural Baselines A key feature of this implementation is the ability for users to change their minds at any time without restarting their design session. Even for users who decide to bypass the product pages and start directly with the configurator, a defined start variant is automatically loaded to serve as a technical baseline.

Dynamic Switching and Flexibility: Through the Variants menu within the UI, users always have the possibility to go a step back and pick another predefined configuration. This ensures the customer is never "locked in" to their initial choice; the system swaps the underlying structural foundation while keeping the user within the interactive flow. These variants are managed centrally in Rubens Admin, allowing you to define exactly which "shortcuts" to offer your users to reduce complexity and speed up the design process.

Learn more about managing variants & pre-configurations.

Intelligent Background Processing: When a custom configuration is placed in the shopping cart, the webshop maintains a clean and professional interface by displaying it as a single cart position with a summarized description. In the background, however, the Rubens engine transfers the individual item numbers for every single component – such as specific rails, cabinets, and shelves – ensuring that the Bill of Materials (BOM) is technically accurate for order fulfillment. This integration ensures that the production team receives precise data while the customer enjoys a simplified, easy-to-understand checkout experience.

Seamless Re-Entry from Cart: A crucial best practice in the user journey is the ability to return to the design even after it has been added to the shopping cart. By clicking on the product image or title within the cart, the Rubens Configurator re-opens with the specific saved state of that configuration. This persistence allows for last-minute modifications or "what-if" scenarios before the final checkout is completed, ensuring that the customer is 100% confident in their custom modular purchase.

Autonomy Over the Sales Strategy: All entry points, pre-defined setups, and internal UI variants are managed through the Rubens Admin platform, allowing the brand to update their "Popular Setups" in real-time. This ensures that the digital planning tool is always synchronized with the physical inventory and the current marketing focus. By using Rubens Admin to define these start variants and item number logics, Frama maintains a highly flexible system that can adapt to seasonal trends or new product launches without requiring manual website coding updates.

Proven Impact: The implementation for FRAMA has set a new standard for how high-end design brands can handle modular furniture online. By bridging the gap between static inspiration and interactive planning, they have successfully lowered the barrier to entry for complex systems while boosting their organic search visibility. For a detailed look at the strategic design and business results of this project, visit our official Success Story.

Explore the FRAMA Success Story

Strategic Implementation Assistance: Crafting a high-converting digital experience requires a blend of intuitive user journey design and robust technical integration. Our professional services team is available to support you through every stage of your project — from initial consultation on customer flow and UI strategy to the technical setup of your Bill of Materials (BOM) and product logic. Whether you are defining complex variants or optimizing your integration for various entry points, we are here to ensure your 3D ecosystem is built for success.

Contact us at: service@roomle.com