The problem

Microsoft’s laptop range spanned up to 100 products, making comparison difficult for customers with varying levels of technical understanding. Research showed that users struggled to make confident decisions, often overwhelmed by specifications and unclear differences between models.

The solution

I reframed the experience from product browsing to guided decision-making. Instead of a rigid decision tree, I designed a flexible filtering flow where users answered five simple questions to progressively narrow down relevant options, with results updating in real time.

The interaction model and information hierarchy were shaped by Amazon UX research on customer behaviour and common pain points. I developed the initial prototype and worked closely with Design Technologists to ensure the experience was both usable and technically robust, while aligning with Amazon and Microsoft standards.

The outcome

The experience delivered strong commercial results, becoming one of the most successful landing pages for the client in terms of both traffic and ROI. Originally launched as a seasonal campaign, it evolved into a permanent, always-on product selector.

Key contributions

• Reframed a complex catalogue into a guided decision-making experience
• Designed a flexible filtering model to replace rigid selection flows
• Enabled real-time feedback to support exploration and confidence
• Applied Amazon UX research to directly address customer friction
• Delivered a scalable solution that transitioned from campaign to product