01 · UNDERSTAND
Ask only what changes the recommendation.
FRONTIER COMMUNICATIONS · PERSONALIZED COMMERCE · SHIPPED + REUSED
Turning product overload intoguided discovery.
I designed and shipped a recommendation flow that starts with the household and ends with one clear plan and a visible monthly price. Two other businesses later adopted it.
02 · RECOMMEND
Give one answer and keep the reasoning visible.
03 · CONFIGURE
Show every service and price change in context.
IMPACT
+26%TRAFFIC INTO CART
+6%OVERALL CONVERSION
+5%SERVICE ATTACHMENT
2ADDITIONAL BUSINESSES REUSED THE MODEL
THE INHERITED EXPERIENCE
The catalog made every option visible.It did not help anyone decide.
The inherited page presented plans, promotions, features, and add-ons at nearly equal weight. Customers had to infer what fit their household, how services related to the plan, and what the complete order would cost. Prettier cards would not solve it. Customers needed help making a choice they could trust.
Equal-weight choice
Plans, promotions, features, and add-ons all competed at once.
Detached services
Add-ons appeared separately, with little help understanding when they mattered.
Fragmented price
The real monthly total was scattered across the journey.
THE EXPERIENCE MODEL
A recommendationhad to be earned.
The experience gathered only the information needed to make a useful recommendation, then made the logic visible and reversible.
Understand
Ask about the people, devices, habits, priorities, and budget in the home.
Recommend
Recommend one clear fit and keep the rest of the catalog close by.
Explain
Show how the answers led to the recommendation, with alternatives still close by.
Complete
Bring in useful services when they matter and keep the full price visible.
The model replaced “compare everything” with a finite sequence: recognize your situation, receive a point of view, understand the tradeoffs, and build the complete order.
THE PIECES SHIPPED AS ONE CONNECTED PAGE
The recommendation was only usefulif the rest of the order stayed connected.
The shipped experience carried one recommendation into controlled alternatives, relevant services, and a persistent monthly total. Every choice remained in the same browser experience, so customers could understand and reverse a decision without losing context.
01 · FOCUSED RECOMMENDATION + CONTROLLED ALTERNATIVES
02 · YOUTUBE TV
03 · WHOLE HOME WI-FI
04 · HOMESHIELD
05 · PERSISTENT LIVE ORDER TOTAL
THE GUIDED FLOW
Five questions created onecoherent decision.
Each question used familiar language and showed clear progress, so people knew why it was being asked and how much was left.
RECOMMENDATION, NOT A BLACK BOX
One answer, with the reasoningleft visible.
The result named one plan, tied it directly to the customer’s answers, and kept alternatives available without undoing the guidance.
CATALOG → GUIDED ANSWER → CONTROLLED ALTERNATIVES
01 · INHERITED STATE
A catalog customers had to interpret.
02 · FOCUSED RESULT
One recommendation with visible reasoning.
03 · EXPANDED DETAIL
Alternatives stay available without flattening the hierarchy.
THE ORDER AS A LIVING SYSTEM
The price changed in the same momentthe choice did.
Each service explained what it was for, showed the price, and responded immediately when selected. The persistent summary made every addition legible and reversible before checkout.
01 · YOUTUBE TV
Entertainment in context
02 · WHOLE HOME WI-FI
Coverage in context
03 · HOMESHIELD
Security in context
BEFORE SELECTION
The order is clear before anything changes.
AFTER SELECTION
The total updates in the same moment as the choice.
INTERACTION COHERENCE
The model stayed coherent whenthe canvas got small.
Mobile was not a smaller desktop composition. It was a stricter test of the decision model: one action at a time, progressive disclosure, and persistent order context.
One decision at a time
Each screen gives one action priority.
Progress before density
Visible progress keeps the flow understandable.
Order context stays present
The monthly total remains legible as choices change.
THE SYSTEM REQUIRED TO SHIP IT
The screens were the surface.The state model was the product.
The system connected question content, answer states, progress, recommendation logic, alternative products, service states, pricing, order summaries, and responsive behavior.
5QUESTIONS
4ANSWER STATES
6SERVICE MODULES
2BREAKPOINT SYSTEMS
Questions and answer states
Only inputs that changed the recommendation entered the flow.
Recommendation and alternatives
One explainable default stayed connected to controlled alternatives.
Services and live pricing
Selections updated the same visible monthly total.
One decision model
The hierarchy survived across desktop and mobile behavior.
THE HARD DECISION
The prototype turned a disputed idea into a product people could test.
The work faced resistance: adding questions, prioritizing one plan, elevating services, and increasing build scope all challenged the existing model. I built the major states, recommendation paths, service selections, and price changes into the prototype. It gave the team something real to review and kept the project moving while priorities shifted.
THE OUTCOME
A rough quiz idea became a reusablepersonalized-commerce model.
The quiz was only the front door. The real work was turning the answers into one recommendation, showing why it fit, and keeping the total price clear.
+26%CART TRAFFIC
+6%CONVERSION
+5%SERVICE ATTACHMENT
2BUSINESSES REUSED THE PATTERN