3D on your website – How and why?

Web browsers have evolved over the years, offering new possibilities for content creation. 3D graphics, well-known from video games, are becoming an increasingly important part of modern web communication, providing businesses with new ways to serve users and stand out from competitors.

In this blog, I will explain how 3D technology enhances the customer experience on websites and outline the steps needed to implement it.

3D unlocks new opportunities for web communication

3D offers customers entirely new ways to explore products. Established technologies like WebGL and WebAssembly enable the use of high-quality 3D graphics and animations directly in the browser, paving the way for versatile applications.

One of J&Co’s completed projects is the Guitar Creator configurator, developed for the website ruokangas.com. This application allows users to design their dream guitar by customizing materials, colors, and other features of the instrument. The final result is displayed in real-time 3D directly in the browser.

This enables customers to see the product before production begins, creating a personalized purchasing experience and adding value for both the customer and the supplier. The chosen options are sent along with a quotation request to the manufacturer, and the 3D-generated product image can be used as a visual reference during the building process. This ensures that the customer receives exactly the product they desire.

How to get started?

Before you begin, it is important to clarify the added value 3D can create and how it supports the company’s goals. It’s beneficial to take a holistic view to ensure that the material is developed with the future in mind. A well-organized 3D library is a long-term investment. This approach prevents redundant work for various use cases and stakeholders.

For many companies, 3D material is the missing puzzle piece. Modeling products is a significant commitment, and it is crucial to consider long-term usage needs from the very start.

Using existing CAD models for visualization purposes also requires specific processing steps. Before starting, it is essential to ensure that all previously created 3D material for the organization is accessible and organized.

Once the foundational material is in place, it’s time to determine how it will be used. Here are some examples of practical applications for 3D material, roughly sorted by level of effort, from simplest to most advanced.

Still pictures

This is the fastest and most cost-effective way to use 3D material. Imagine a virtual photo studio where you can take pictures from any angle with your desired lighting and environment. The image files are ready to be published on websites, presentations, or social media. This method is increasingly being used as a replacement for traditional product photography.

Video 

The next step beyond images is video, where different camera angles can be edited together in sequence, or camera movements can be made around or inside the object.

3D-animation

The next step is to create animations for the 3D material itself. For example, the animations can showcase movements linked to different parts or functions of the product. If it involves a mascot or another character, this stage can bring it to life with walking, flying, or other motions. The animation can then be exported as a video and used directly in various contexts.

Interactive 3D 

Integrating 3D material into an application is typically done using a game engine (such as Unity Engine, Unreal Engine, Godot, among others). In a well-planned project, the workflow runs smoothly, allowing models to be further developed in parallel.

In the game engine, the way users interact with the 3D material is defined. For example, users can click on a part of the product to trigger an animation where the part moves in a characteristic way. Animations created in the previous step (3D animation) can be used directly. Other interaction options might include selecting different camera angles, choosing materials, or freely navigating inside the 3D model.

The application is then published from the game engine for use on one or more target platforms, such as WebGL (web browsers), mobile applications (iOS, Android), or VR applications (Meta, SteamVR).

Summary

3D visualizations and animations add depth, interactivity, and experiences to websites that enhance customer experiences and support business operations.

J&Co Digital helps you leverage 3D technology in ways tailored to your needs—whether it involves 3D images, product configurators, or animations.

Careful planning ensures that 3D materials are implemented technically correctly and align with your company’s goals and user experience. By combining thoughtful planning with the right tools, long-term benefits can be achieved while keeping doors open for future opportunities.

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