At CELA Technology, I designed Showroom Editor, a browser-based 3D editing tool that enables e-commerce teams to create immersive product displays and AR (augmented reality) experiences directly on the web.
Traditionally, building 3D environments required technical designers and specialized software. Showroom Editor wants to remove those barriers and make 3D and AR visualization accessible to non-technical users (marketing teams, merchandisers, and content creators) through a drag-and-drop interface, much like setting up a space in The Sims.
E-commerce brands are increasingly using 3D and AR to drive engagement and conversion, but most creation tools were designed for 3D professionals, complex, fragmented, and time-intensive. For marketing teams, that meant relying on technical specialists and losing agility in campaign turnaround.
So,
Research & Insights
I conducted interviews with internal designers and marketing users to map pain points in existing 3D workflows. The findings were clear: users didn't need endless parameters or advanced 3D control, they needed confidence, speed, and visual feedback.
These insights shaped our design principles:
Prioritize direct manipulation over dense parameter menus.
Keep context visible and relevant.
Provide immediate feedback for every action.
