Product configuration systems gained importance through individualisation in mass markets. Companies and designers need to know how to plan a strategic design of cofiguration systems. This thesis proposes a strategic design approach for product configuration systems that deals with defining the goals, the scope, the structure and the visual design. It is meant to be a guide for companies and mainly for designers.

I assumed that a designer needs to understand the product range with all its possibilities before designing a product configuration system that delivers best support and information for customers. The thesis describes conceptual techniques, analyses existing product configuration systems and describes best practice examples through interaction patterns. Additionally I developed new techniques and solutions for patterns that do not have any appropriate best practice examples.

The thesis does not deliver any patent remedy for configuration system designs, but shows factors that should, should not and must not influence the design. I also focus on the interaction of design and marketing. The customer brings time, attention and interest while configuring a product, and expects suitable advice from the company in return. The thesis shows, how companies benefit from a well designed configuration experience, and how designers can design an exclusive experience for the user and customer.