To help increase the in-store decision making process, we helped Best Buy’s customers get to the product that’s right for them with a dynamic touch screen narrowing tool. I introduced the Digital Blue Shirt, which plays off the actual Blue Shirt in the stores and serves as the level two product expert in the store. Through an engaging attract loop and active interface, the user answers a series of questions to narrow the number of products to only the ones that fit their preferences. Currently in the Roseville, MN Best Buy, this will be in Best Buy stores around the country and extend to different product categories in the near future.