Golden State Trailers, Custom Food Trailer Manufacturer
A California food-trailer manufacturer launched a 3D configurator and consultative quote flow on top of a 250+ model catalogue, with NSF / California Insignia and financing guidance built into the journey.
- Industry
- Manufacturing
- Country
- United States
- Delivered
- 2025
- Timeline
- 14 weeks
- Services
- 3 disciplines
- Our role
- Designed & built
The starting point.
A 250+ model catalogue sold via phone + hand-drawn paper sketches. Every quote took three to four days of back-and-forth with the buyer to specify chassis, deck length, lighting, plumbing and electrical. Sales was the bottleneck on production capacity.
Bottlenecked sales on a great product.
The product was the best in the West-Coast custom-trailer market. The bottleneck was the FUNNEL – manual quotes, repetitive buyer education, dealer training friction, NSF and California Insignia confusion. Inbound was capped by how many quote calls the sales team could complete in a week.
- Three to four days from enquiry to first quote.
- ~40% of sales calls spent re-explaining NSF/Insignia/financing basics.
- Dealers walking customers through paper specs lost the configuration mid-conversation.
- No way for buyers to self-serve preview-pricing before talking to sales.
Shipped during the engagement.
WebGL 3D configurator (chassis, deck, finishes, equipment)
Live price preview as options change
Quote PDF + CRM lead handoff on submit
NSF / California Insignia editorial guide
Financing eligibility quick-check
Dealer portal with saved configurations
200+ product detail pages auto-rendered from spec data
A configurator that closes the gap between catalog and quote.
The site is built around a three.js configurator that lets a dealer or buyer customise every variable – chassis, deck length, finishes, lighting packages, plumbing, electrical, equipment – in real time, with the price updating as options change. Submission produces a PDF quote AND a fully-qualified CRM lead in 30 seconds. The editorial layer walks the buyer through everything sales used to repeat by phone.
How the 14 weeks broke down.
Discovery
Three weeks shadowing the sales team, mapping every quote variable, edge case, dealer pattern, and the questions that kept appearing in calls.
Configurator
Three.js scene + configurator UI + pricing engine. Built around a single source-of-truth product model so the catalogue and configurator share data.
Editorial
NSF, California Insignia, fire suppression, electrical and financing guides written with the founder. SEO-optimised, linked from inside the configurator at the moment of buyer confusion.
Launch + training
Dealer portal launched a week before public launch. In-person sessions for the 12 highest-volume dealers, plus a video library for everyone else.
Tools and platforms in this build.
- WordPress
- Next.js
- Three.js configurator
- Schema.org Product
What the work returned.
Measured at the 90-day post-launch mark and verified by the client team.
What we'd do differently next time.
We underweighted the dealer training programme. The configurator is intuitive for a retail buyer; for a dealer used to walking customers through paper specs, the UX needed three rounds of in-person sessions before adoption stuck. Build the training programme in week one, not week twelve.
In their words.
“They built a system that runs the business while we sleep. Six months in, we are doing twice the revenue with the same team.”
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Have a similar problem? Let us scope it.
Tell us about your business and goals. We will reply within 3 business days with a written proposal and a fixed-fee diagnostic option.