UK based Carphone Warehouse has created an innovative phone ordering application on their web site, The Phone Spot. There are two things I like about it.
First, they make creative use of animation on their cell phone ordering form. This 'Step by Step Phone Finder' has an animated character on the left which makes the search feel personal, and takes out some of the otherwise intimidating nature of selecting multiple products and configuring a cell phone order. The animation also catches you eye and makes you stay longer on the page, make it more likely to engage the visitors interest.
Secondly, they make good use of diagrams to show the different cell phone types. A picture is worth a thousand words, and this web form certainly makes creative use of illustrations to aid the user in their buying process.
Visit their ThePhoneSpot.com to see this buying experience in action.