What is it?
Users don't always know where to start. When they have to complete some task, or go through some workflow, suggesting the right options is a powerful way to improve the user's experience. On the contrary, suggesting the wrong defaults, or not making any suggestions at all, requires users to work extra to figure out where to begin which can be so frustrating for users.
Examples
Lack of continuity around video game settings
Self-reinforcing product recommendations
Inefficient interface for creating workouts
