There is a delicate balance to be struck between providing enough choice and reducing the burden on users, as humans are overwhelmed by too much choice but also need something to compare to. A guided shopping experience, where a guide actively helps the user find what they're looking for, can help achieve this balance. This approach involves three distinct stages: type problem decision tree, kind problem, and attribute matching. By making the navigation process active and flexible, with enough flexibility to receive data from the user but also rigid enough to reduce the load on the user, guided experiences can be optimized to solve the difficult problem of web navigation and filtering. This approach requires careful consideration of how to present choices in a way that is both informative and easy to use.