Hardly anyone knows what kind of heating or air conditioning system they have, much less need. We made that part easy, creating a tool where a user merely had to type in her zip code to understand what kind of system she had, how they could replace or improve it, how much that might cost, and where they could find a helpful local AmStan dealer to get the components they'd need. All in four steps. Several re-designs later, the current site still uses a version of this selection tool.  I also re-designed their product copy templates with new hierarchies that could be applied to every product page. The new templates were easier to understand even with a quick scan. 
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