Projects • Thömus

Thömus' award winning 3D bike configurator


Thömus is a renowned Swiss high-tech bicycle brand committed to excellence. In the area of digitalization, this is reflected in a complex 3D configurator including e-commerce. For this showcase project, Mindnow won bronze at the Best of Swiss Web Awards in the "Technology" category.
Thömus Bike Configurator

 

Lyle Peterer

UX Project Manager

Expansion of Thömus' digital business

Ambitious goals in terms of digitization

Excellent personal consulting as a starting point

Up to now, Thömus' good image was mainly due to the personal customer service in the stores throughout Switzerland. This was to be built upon in the expansion of a digital business.

Whether mountain, road, or city bike – Thömus bikes are developed, designed, and individually produced in Switzerland. Under the motto "Swiss made to fascinate", the company has stood for high-tech for over 30 years.

Before the configurator, there was no way to buy a Thömus bike online. You could look at models on the company website, but to configure them you had to go to the store. The reason: The configuration options of a Thömus bike are so extensive that in principle each one is unique.

The time for digital transformation had come

The ambitious goals of Thömus founder Thomas Binggeli required bold steps. There was not yet a mature 3D configurator on the internet in the way we wanted to build it. We were standing on a greenfield site not only with the customer but also in the market. So we set to work....Pain points and possible solutions

We started with an in-depth analysis of the existing web presence and got a picture of the existing Information Architecture (IA). We then worked out pain points and approaches to solving them. We created a new IA that focused on the information central to the site's users. We continuously consulted with Thömus about our ideas.

Pain points and possible solutions

We started with an in-depth analysis of the existing web presence and got a picture of the existing Information Architecture (IA). We then worked out pain points and approaches to solving them. We created a new IA that focused on the information central to the site's users. We continuously consulted with Thömus about our ideas.

"Working with Mindnow has always been pragmatic and solution-oriented."
Daniel Uebersax, CMO/COO Thömus AG

Vadim Kravcenko

CTO

Technology and Development

Headless e-commerce at the heart of the digital experience

The biggest development challenge was to reconcile the already complex 3D configurator with a large amount of unstructured product data. To do this, we developed our API integration that synchronizes all data with both the Enterprise Resource Planning (ERP) and an interface on the Thömus website.

We created a separate AirTable environment where all 3D models, position data, and visual links can be stored. The suitable environment allowed us to speed up the 3D designer's development process enormously.

Vadim Kravcenko

CTO

Jakob Kaya

Co-CEO

Our triumph at the Best of Swiss Web Awards

With the Thömus 3D configurator, we at Mindnow have once again proven: "We don't just talk the talk, but walk the walk!" At this year's Best of Swiss Web Awards, we won the bronze award in the "Technology" category.

If you're unfamiliar with the Best of Swiss Web Awards: It's the crème de la crème of international recognition for ingenious web and tech creativity. Founded in 2001, the award sets the bar for quality, promotes transparency in the ever-evolving tech industry, and celebrates the superstars of the web and ICT industries.

We combined our love of technology, a knack for problem-solving, and a drive for innovation to develop this breakthrough solution. Our ambition, coupled with the courage to take risks and break new ground, has earned us this award. 

A gamechanger for bike enthusiasts

The Thömus 3D configurator is no ordinary e-commerce solution – it’s an absolute game-changer for all bicycle enthusiasts. It gives users the unique opportunity to design their personal bike down to the smallest detail, from the frame to the tires to the seat. And it all happens in real-time, with precise 3D visualizations directly in the browser. A stroke of genius, if we may say so.

Jakob Kaya

Co-CEO

An asset for expansion abroad

Thömus continues to expand its network of its points of sale. In 2023, the Swiss family business expanded to the USA. The latest store was opened in Santa Monica in a good location.

3D configurator with e-commerce stack

Expandable and flexible

Thömus has introduced a new partner strategy that relies on strong representatives in various markets as part of its international expansion. The comprehensive 3D configurator with its interfaces to internal systems is a decisive advantage for Thömus in this venture.

This e-commerce stack is not a one-off technology solution, but an extensible and flexible platform that allows easy migration to any server and horizontal scaling. As a result, the configurator can be easily adapted to new requirements of franchise partners and target markets at any time.

The personal service of Thömus for each market

The bike configurator makes it much easier to win partners abroad who want to offer their customers the individual buying experience of Thömus. The detailed 360° product view also opens up the possibility of selling the Swiss high-tech bikes in countries where physical stores would not be profitable.

Franchise partners abroad can thus offer the same personal service that customers receive in Switzerland. It's always a seamless experience – no matter which market.

“The configurator is a unique experience for our clientele. Our expectations have not only been met but exceeded.”
Daniel Uebersax, CMO/COO Thömus AG

Jakob Kaya
Co-CEOProject Manager
Lyle Peterer
UX Project ManagerProduct Owner
Laura Antonietti
UX Research / Product OwnerUX Researcher
Vadim Kravcenko
CTO
Carina Glinik
Senior UX Writer
Dean Speer
Internal Product Owner / Project Manager
Kaja Fuchs
UX Project ManagerPhoto Editor
Selim Firat
UX / UI Designer
Aleksandar Petrovic
Senior Backend Developer
Bogdan Djukic
Senior Frontend DeveloperLead Frontend Designer
Dejan Mircic
Quality Assurance Engineer
Filip Stoisavljevic
Frontend Developer
Filip Tomic
VP of Engineering
Jovan Ceperkovic
Frontend Developer
Madat Bayramov
Backend Developer
Marijana Andric
Quality Assurance Engineer
Salvador Catalfamo
Junior Backend Developer
Veljko Aleksic
Quality Assurance Engineer
Fedor Kiryakov
UX / UI Designer
Oleg Chapchai
UX / UI Designer
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Jakob KayaCo-CEO