A method of optimizing a product includes the step of accessing an event record having a summary of a sequence of events that transpired during a preliminary product selection process. The summary includes an identification of the user and a preliminary designation of the product. A user profile associated with the user includes at least one characteristic corresponding to the user. Based on characteristics in the user profile, a formatted display is generated. User response to formatted displays is used to update characteristics in the user profile. An iterative process, in which the updated user profile is used as a basis for generating subsequent formatted displays to which a user responds, repeats until the user indicates that the product is optimized.