CustomControllerzz
86 million permutations, two platforms, Black Friday ready.
A professional-grade 3D configurator embedded directly inside BigCommerce, built to fix sluggish customization flows and ship Xbox Series X/S plus PS5 controller support before Black Friday.
Client
CustomControllerzz
Role
Full-stack, 3D, integration, creative
Timeline
3-week Black Friday sprint
Stack
React / Three.js / Vite / BigCommerce / Python
Launch snapshot
E-commerce finally matched the product.
Before launch, shoppers could only pick from pre-made controllers. After launch, they could design every element, see it in real time, and add it to cart without leaving the site they already trusted.
86M+
unique builds
Xbox and PS5 controller combinations rendered live with accurate lighting and materials.
120K+
requests in month one
Hundreds of sessions during the Black Friday window alone.
2
platforms
Xbox Series X/S and PS5 support with shared JSON-driven materials.
9
launch assets
Static and animated creatives ready to drive traffic immediately.
The challenge
Customers could not design controllers themselves despite the business being built on customization. Competitors relied on clunky dropdowns or static renders, while Xbox Design Lab’s mobile flow showed how easily customization can become frustrating.
BigCommerce modifiers were managed manually, which made 86 million permutations feel impossible to sell online. The build needed to keep checkout native while giving customers a real product-design surface.
Execution cadence
Three-week sprint, zero compromises.
01
Days 1-7
Product mapping
Translated finishes, chrome, chameleon effects, and patterns into JSON definitions. Tuned materials, lighting, and camera behavior for desktop and mobile.
02
Days 8-14
BigCommerce integration
Built a Python sync script and mapped configurator options to modifier IDs so carts stayed valid without touching checkout.
03
Days 15-21
PS5 mesh and launch kit
Modified the DualSense model, polished UX, and delivered nine marketing assets for the Black Friday push.
Architecture
Decisions that made 86M combinations manageable.
Embeddable widget
React and Three.js ran as a Netlify micro-app injected into BigCommerce. Checkout, accounts, and inventory stayed untouched.
Modifier sync tooling
A Python CLI read the JSON catalog, created or updated modifiers through the API, and exported ID maps for the frontend.
Data-driven materials
Finishes were described in JSON with color, roughness, gradients, and texture paths. Adding a new option became additive data work instead of new engineering.
Beyond the build
Deliverables that shipped day one.
The takeaway
Custom commerce needs custom tooling.
Treating the configurator as an embeddable application let the client keep their stack, hit Black Friday, and unlock a differentiator that larger product labs still struggle to execute cleanly on mobile.
Tech stack: React / Three.js / Tailwind / Vite / Netlify / BigCommerce / Python / Maya
Scale: 86M combinations / 80GB first month / 2 platforms / 9 launch assets