Summary
- The product page demonstrates the machine rather than specifying it.
- The interactive model streams in after the page is readable, never before.
- Demo requests more than doubled against the site it replaced.
- Sector
- Industrial hardware
- Engagement
- 7 weeks, 2026
- Scope
- art direction, webgl, next.js build
The brief
Atlas had one strong asset: the machine is genuinely compelling to watch. The previous site described it in a specification table and never showed it operating.
Designing around the sequence
We built the product page around a single continuous sequence — the robot picks, turns, places, and returns — and attached each specification to the moment in that sequence which demonstrates it. Reach is stated while the arm is extended. Cycle time is stated while the cycle runs.
Performance
A page of this kind typically costs three megabytes and a loading state. This one paints text and a still frame first, then streams the model in behind it. If the model never loads, the page remains complete and continues to sell the machine.
- 58kb of JavaScript before the first paint. The model is a separate chunk loaded afterwards.
- Reduced-motion visitors receive the still frames and identical copy. No content sits behind the animation.
- The sequence renders to a single canvas, so the page never competes with the scroll.
Outcome
Median time on the product page is slightly over four minutes, which on a page carrying 300 words indicates that visitors are watching rather than reading. Demo requests are running at approximately 2.4 times the previous rate.