In keeping with our user-centered product process, we undertook a user and task analysis that identified ways to simplify the user experience, while meeting the business goals of our client.

Using requirement visualization techniques that included user interface concepts, storyboards and task flows, we enabled AIR MILES staff and users to simulate their desired online tasks, using a paper prototype test of the new "site" prior to finalizing its web application. This process allowed us to identify processes that discouraged the user from completing desired tasks, resulting in unacceptably high abandon rates and higher demand for support center services.