As someone who finds themselves overwhelmed when it comes to shopping on e-commerce websites, I can’t tell you how happy I am when I find tools that can help select the right things for me. These tools, called self-selection tools, bring users through a series of questions to arrive at a specific type of result. These results could be a customized quote, product, or an answer to a very high level question (ex. ‘What is my personality type?’). Tools like this can make it immensely easier for people to understand what the best products or services are for them without them having to navigate through your website to find the answer. My favorite, seemingly simple tool is Amazon’s product recommendation selector below certain items on the site. Whenever you thumbs up or down on anything shown, the tool instantly changes other products shown in the feed that it believes are closer to what you’re looking for. Needless to say, this made finding the perfect vase a lot easier for me! A less intimidating recommendation tool to checkout is IMPACT client Yale Appliance’s product configurator for the best range oven. This essentially just matches whatever inputs you select and filters through products. Using detailed iconography, users are able to select which options work best for their situation which results in them being served the best product. This saves users countless hours searching the website and the trouble of calling a sales representative. Also, the quicker you get what your prospects to what they are looking for, the quicker they might be to purchase it. While this might be more of a later project, it's a worthwhile tool that will ultimately help differentiate your company from your competitors and offer a unique experience in your business vertical.