I can't really explain it in a title which is why I can't google it either...

I want to start with a gaming controller that customers can change the colour of and then customise other aspects of it in a similar way.

Here is a perfect example of what I want to do:
http://controllercreator.com/ps3-con...r-creator.html

Is this doable in wordpress? Joomla? Is there a word for what this is?