The impact of product visualization on flexible navigation capability in online configurators

As digital commerce continues to evolve, the way products are visually presented within Online Sales Configurators (OSCs) has become a critical determinant of user experience. This thesis explores how different product visualization modalities shape users perceived Flexible Navigation capability — the extent to which a configurator enables non-linear, effort-free exploration of product choices. Ten visualization modalities are examined: Virtual Try-On, Augmented Reality (AR), 3D Walkthrough, 3D Visualization, 360° View, 2D Visualization, Video, Photo of the Real Product, Virtual Image, and Product in Motion. The empirical analysis is built around five dimensions through which Flexible Navigation manifests: the simplicity with which users can alter previously made selections (Ease of Modification), the perceived exertion demanded when revisiting a prior choice (Effort for Choice Changes), the speed and fluidity with which alternative configurations can be tested (Trial Speed and Efficiency), the freedom users feel to navigate across options without being locked into a fixed sequence (Configuration Path Flexibility), and the ease of discovering and evaluating different end-product solutions (Exploration of Alternatives). To empirically assess these relationships, six OLS multiple regression models were estimated using twelve binary visualization modality variables as predictors across a dataset of 516 real-world configurator experiences. Box plot analysis was further applied to enrich the interpretation of distributional differences across modalities. The findings offer practical guidance for configurator designers and businesses, demonstrating that not all visualization investments contribute equally to navigational flexibility — and that strategic modality selection can meaningfully improve the overall user journey in digital commerce environments.