Comment by shermantanktop

I have a hand in some complex e-commerce flows and it’s really difficult. Similar to selecting a cell phone plan, a cable package, or a car trim level with options, but in a different space.

We have all sorts of information that consumers could use to understand what combination of products will give them only the features they want and maximize the discounts. The complexity comes mostly from third-party terms.

But putting even 20% of that information in one screen is just a horrible UX. And guiding them creates rigid journeys that they can’t break out from. This, despite some great UX design talent. It’s just a really hard problem.

Nobody wants users to have to learn all this crap, but protecting them from it means the optimal thing happens only if people choose exactly the right path.