The complexity of the Microsoft 365 product range posed a significant barrier to customer clarity and conversion, especially within high-friction, cluttered in-store retail environments where decision fatigue was high. Customers struggled to navigate the subscription models and identify the precise product for their unique needs, leading to friction at the point of purchase.

I was tasked with eradicating this purchase friction, leading a team of UX/UI designers to conceptualise and build a personalised digital product selector tool. This solution intelligently cuts through the complexity of the subscription models by asking simple questions about the customer’s specific circumstances, thereby dramatically simplifying the decision journey and accelerating the path to purchase.