Making an easy-to-use and easy to understand installer for the most popular family of operating systems sounds daunting, but there are plenty of options to make just that happen. WiX just so happens to be one of those options.
Windows Installer XML (WiX) is a toolset that builds Windows installation packages from XML source code.
Though it is a handy way to easily create msi installers, it lacks customization to allow your app's installer reflect the user interface experience your software may otherwise provide. There are alternatives to WiX that can provide you support for this customization.