Case Study: Easysteel Brings Custom Railing Design Online with 3D Configuration

Easysteel builds modular steel railing systems designed for precision, safety, and flexibility. Each system can be adjusted to fit the customer’s exact requirements. From measurements and materials to finishes and mounting options.

This level of customization is central to Easysteel’s identity, but it also made selling online more complex. A traditional product catalog could not show how different components fit together or how each choice affected the design. Easysteel wanted to give customers a higher level of control online, while helping their team manage custom requests more efficiently.

Easysteel: Railing Systems with Thousands of Combinations

Easysteel doesn’t build standardized railing systems. They build made-to-order railing systems. Buyers can select materials, and finishes, and define exact measurements and mounting options to fit their space.

Their systems are designed for flexibility and precision. This means there are thousands of possible configurations, each one tailored to the buyer’s needs.

This high level of customization reflects the brand’s identity. Easysteel’s mission is to provide freedom in design while maintaining engineering accuracy and ease of installation. To deliver that same flexibility online, they needed a solution that could represent every variation clearly and visually.

The Challenge: Making a Complex Product Easy to Buy Online

Easysteel had already invested in a robust e-commerce website. The site was well-structured and featured a complete catalog, but it lacked interactivity. Buyers could not visualize custom railings or see how different choices would affect the final result.

Without a configurator, sales relied heavily on one-on-one interactions. Buyers contacted the sales team for every change, from dimensions to finishes, and each quote had to be calculated manually. This process was slow, repetitive, and left room for mistakes.

Complex pricing made things even harder. Every order depended on exact measurements, materials, and connection types. Calculating these manually took valuable time away from other sales activities.

Easysteel wanted a system that would automate this process while improving the buying experience. It had to combine 3D visualization, rule-based configuration, and real-time pricing. All while staying easy to use.

Defining the Technical Requirements

After several online discussions, Easysteel CEO Kim Jørgensen, eCommerce Manager Chris Lottrup, and regional managers from Sweden, Norway, and the UK met with Salsita in Prague for a workshop.

The goal was to translate Easysteel’s real-world process into a digital experience that covered both customer and sales needs. The teams defined a roadmap that focused on flexibility, precision, and seamless integration with Easysteel’s existing systems.

The final requirements included:

• Parametric models for adjustable dimensions
• Visual CPQ integrated with configuration logic
• E-commerce integration for order submission
• Multi-language and multi-currency support
• A responsive UX optimized for desktop and tablet

“Our project requirements—encapsulating design and specification of custom-built railings into an online 3D Configurator for consumer use—appear deceptively simple but include many complex details. The Salsita team was great at listening to our descriptions, translating these into technical requirements, and turning everything into a powerful yet easy-to-use tool.” Chris Lottrup, eCommerce Manager

Implementation: Building the Configurator Architecture

Once the requirements were defined, Salsita’s development team began building the Easysteel Configurator on the Salsita Configurator Platform. The goal was to turn a technically complex product into a clear, intuitive online experience that reflected Easysteel’s precision and attention to detail.

The implementation was structured around short development cycles, with progress shared every one to two weeks and feedback applied right away. This iterative process kept both teams aligned and ensured each update matched Easysteel’s vision.

Results: What Easysteel Achieves with the Configurator

The 3D configurator has streamlined both the customer experience and the internal sales process. Buyers can now configure their railing systems online, see accurate pricing immediately, and visualize every detail in 3D. The sales process is now simpler and quicker, with accurate quotes generated automatically. Together, these changes have made Easysteel’s workflow faster, clearer, and easier to scale.

Less Manual Work: The configurator manages layout rules, dimensions, and pricing automatically. Sales reps no longer calculate quotes or verify specifications manually.

More Customer Engagement: Buyers spend more time exploring designs and testing materials. The configurator experience makes it easier for them to understand the product and complete their design.

Faster Sales Cycles: Instant pricing and automated logic help the sales team respond quickly to new requests. What once took days now happens in minutes.

Improved Product Flexibility: The configurator gives buyers full control over layout, dimensions, and components. They can customize every detail down to the millimeter to match their project.

Lessons for Custom Product Manufacturers

Easysteel’s configurator shows how a complex, made-to-order product can be turned into a smooth digital experience. By combining real manufacturing data with simple, visual interaction, the company improved both how customers buy and how sales teams work.

Build Around Real Product Logic: A 3D configurator should reflect how your products are actually built. This ensures every configuration is accurate, manufacturable, and ready for production.

Automate Repetitive Tasks: Manual quoting slows down the sales process. Automation speeds it up, reduces errors, and gives sales teams more time to focus on customers.

Make Customization Visual: Seeing a product in 3D helps buyers understand their options and make decisions faster. A clear, visual process increases engagement and confidence.

Choose the Right Partner: Success comes from working with a team that understands both the technical and manufacturing sides of your business. A partner who can translate complex rules into a simple experience makes all the difference.

Want a 3D Configurator Built Around Your Product?

Easysteel worked with Salsita to bring their modular railing systems online with precision, automation, and a seamless customer experience. The 3D configurator connects real manufacturing logic with interactive 3D visualization and live pricing in one process.

Salsita partners with manufacturers who want the same level of control and accuracy in their digital sales. We design configurators that mirror how your products are built, priced, and sold in the real world.

What you can expect:

• A clear understanding of your product structure and customization rules
• Integration with your e-commerce and production systems
• Realistic 3D visuals that build buyer confidence
• A long-term partnership focused on efficiency and growth

Want to see what a 3D configurator can do for your business? Contact us now: