Adventure Wagon

Van Configurator & eCommerce Website


Adventure Wagon sits between DIY van builds and high-end custom outfitters, a market where most competitors required a sales call before a customer could explore any options. That friction was losing curious buyers before a relationship could even begin.

We designed an immersive van configurator that lets customers visualize, customize, and price their build in real time.

Overview

The Goals

  • Simplify a highly complex decision-making process without sacrificing flexibility or depth
  • Support both guided and fully custom build paths
  • Reduce perceived barriers around cost, complexity, and technical expertise
  • Keep users engaged in the “dream build” experience while reducing decision fatigue

My Role

I led this project from end-to-end as both project manager and UX strategist. I handled all client communications and independently conducted the competitive research and configurator audit. Much of the configurator’s architecture was collaborative, but I specifically owned:

  • Establishing the package-versus-van selection flow
  • The package comparisons entry page to the configurator
  • The entirety of the Gear Shop
  • Add-ons
  • Any edge cases that defined how the system behaved at its boundaries (eg. how to handle van compatibility for each package)

Visual design was established by our web designer. I then took over designing all post-launch features.

The Outcome

The configurator launched as the first self-serve van build tool in the industry, eliminating the sales call barrier that defined the competitive landscape. The site now generates approximately 250 custom configurations per year, with orders starting at $20,000 and frequently exceeding $50,000.

“The mission for the site was to provide the best user experience in the van conversion industry. Murmur delivered a beautiful site with a visual configurator that allows potential customers to completely customize their build. The site increased engagement by lowering bounce rates and increasing session duration. It also solidified Adventure Wagon’s position as a leader in our industry. Mission accomplished.”
Kurt Schreiner, Marketing Director at Adventure Wagon

250

configurations/year

+31%

Gear Shop Gross Sales

+50%

Homepage Sessions
The Process

Let’s get into it.

The Process

Research & Discovery


I began with a competitive audit of configurators across adjacent industries (custom bikes, car dealerships, outdoor gear) and found a consistent pattern: tools were either overly simplified or so rigid they couldn’t support real exploration. None were designed for someone still evaluating whether a van build was even possible for them.

That insight shaped our core design challenge: how do you build a tool that works for both the customer who already owns a van and knows exactly what they want, and the customer who is still figuring out if this is something they can do at all?

The Process

Key Design Decisions

Dual Entry Paths

We identified two distinct user mindsets and designed two primary entry paths to match:

  • Van-first: for customers who already own a specific vehicle and are ready to configure
  • Package-first: for customers exploring what’s possible before committing to a van

The packages comparison page lets customers see capabilities side-by-side, understand van compatibility, and make a more informed vehicle decision if they’re early in the process. It was designed for the customer who doesn’t yet know what they don’t know.

Interface Design

Once inside the configurator, there are an overwhelming number of decisions to make, each with complex technical considerations.

We added a subway navigation to provide a clear overview of the build process, also allowing users to follow a linear path or skip around. If a customization is causing friction, it can be skipped and returned to later.

In the selection panel to the right, critical decision-making information is visible by default, while supplementary details live in modals, reducing cognitive load without hiding complexity.

3D Renderings

One technical consideration was the performance of the configurator with all of the rendering options. The ideal solution would’ve been a true 3D model, with the ability to pan, zoom, and rotate within the build. However, we identified a lot of performance issues in this approach when interacting with configurators in adjacent industries (custom bikes, car dealerships).

We instead opted for a model that was technically 2D but gave the appearance of 3D. We partnered with digital artist Samuel Costa to render all possible configuration permutations in a 3D perspective.

The result maintained the integrity of a true 3D experience, allowing realistic visualization of how components and finishes would appear inside the space. This was critical in elevating the customization process into something aspirational and interactive rather than a transactional form.

The Process

Expansion & Refinement

Add-Ons

Post-launch behavior showed that once users completed their van configuration, they were highly committed and open to extending their build. Based on this insight, we introduced a small set of recommended add-on products at the end of the configurator. These “quick add” items allowed for easy upsells without reintroducing decision fatigue or disrupting the core build flow.

Gear Shop

We then identified a separate need for a more traditional ecommerce experience for customers browsing gear outside of a van build. This led to the creation of a standalone Gear Shop, designed for discovery, comparison, and repeat purchases.

We unified navigation and checkout across the configurator and Gear Shop, allowing users to move between customization and shopping seamlessly while maintaining a cohesive purchasing experience.

The Results

How it all came together.

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