The frontend for many mass-customization, product-configurators is based on Adobe Flash/Flex, but as we all know, a fool with a tool is still a ... and therefore there are lots of examples out there where the design and implementation of the UI leaves "room for improvement".

At the same there are also examples of very clever and thought-through UI design/implementation. One example in this category is the website for the movie "Creation". I really like the way they implemented the Zoom feature (and the moving bug :)).

Check it out.