Feature-based questionnaire: Site visitors answer a few questions about how they expect to use their phone, or what features they want...

...and the Active Decisions service returns a list of the vendor's phones most suited to the user's needs. My role was to find a way to present the questionnaire so it doesn't look intimidating, and the results so they are not dry-looking data.

Personality-based questionnaire: I suggested that another way of making the questionnaire more approachable would be to "boil down" all the questions -- except for brand and price preferences -- into a single "phone personality" such as Gearhead, Road Warrior, or Cellphone-averse.

After the user answers only 3 questions and presses the button labeled "Show me the phones!" we echo his/her answers, and show which phones are most suitable.