Case, Life science
Purify App for Cytiva
From complex ÄKTA systems to a configured quote, in one guided flow. We built the 3D configurator, the interface and the integrations to Cytiva’s e-commerce and other systems.
1,000,000+possible configurations of the ÄKTA pure chromatography system
300+salespeople around the world using the tool on iPad
End to end3D, interface and integrations built by one team, from the iPad sales tool to the online configurator
How it works
From ÄKTA system to quote
A guided path through a portfolio where every choice depends on the one before it.
- 1
Choose an ÄKTA system
- 2
Add columns
- 3
Select resins
- 4
Review in 3D
- 5
Continue to quote or cart
The configurator
Complex products, easy to choose
Systems, columns and resins have to fit together. The 3D configurator lets customers explore the options and see the result, so they can choose with confidence.
On every screen
Built for the web, usable on any device
The configurator runs in the browser with nothing to install, and the same 3D foundation has served Cytiva’s sales force on iPad.
In action
The 3D tools in film
A look at the 3D tools we have built for ÄKTA.
The challenge
ÄKTA pure alone can be configured in over a million combinations, and systems, columns and resins have to match each other. Customers and sales teams needed a guided way to explore the range and end up with a setup that works.
The solution
We built the whole Purify App: the 3D configurator, the interface and the logic that guides every choice. Customers explore ÄKTA systems, columns and resins in real-time 3D in the browser, with nothing to install.
The integrations
The configurator is connected to Cytiva’s e-commerce and other systems, so a configuration does not end on screen. It continues into the quote and order flow, and what the customer sees is what Cytiva can deliver.
Where it started
The partnership began in 2012 with a sales tool for the ÄKTA pure, built for a global sales force of more than 300 people on iPad. It sped up the sales process, gave the product a must-have feel and raised the average selling price as more customers saw the value of the add-ons. More ÄKTA systems followed, and in 2018 we built an interactive marketing visualization for the ÄKTA pilot 600. Purify App is the latest step.
“Discover ÄKTA allows me to sell in a relaxed and informal manner with my customers.”Penny Hamlyn, Product Specialist, Cytiva
Your product next
Got something complicated?
Book a short call with Tino and we will show you what a 3D configurator could look like for your products.
