This Meet Magento New York 2014 talk is Hacking Magento: Creating an HTML5 Canvas Customizer on Magento Bundles by Philip Jackson. When consumers control the features of a product, they have control over the process.
Customization vs personalization: customization is unique, has unlimited choice, is made to order. Longer turnaround, lots of planning. Personalization is prefab, limited choice under an existing SKU, shorter turnaround, could be purchased on impulse.
In the next 5 years, 20% of eCommerce transactions will contain a customization step.
In the 1590's commerce had a large shift with market segmentation and emergence of customer choice. Niche products, especially in home appliances.
Customers are more likely to engage with a brand and convert when customization is available. The time spent in customizing a product develops a connection with the user, which makes them more likely to order.
Current generation product customizers should use HTML5 canvas that generates a PDF for web-to-print.
Raphael and Fabric.js were evaluated - Raphael was built in 2008 and not very well maintained, so Fabric.js was used.
Update: Philip has uploaded his slides to Slideshare.