In this fast-paced world, fewer people stop to smell the roses, and probably won’t until the iPhone comes out with a scratch-and-sniff application. Time is of the essence and convenience is almost expected. To accommodate this, Kerry Ingredients & Flavours, Americas has created a “Quick Discovery” tool where online visitors can quickly explore technologies and market solutions. However, what started off as a seemingly quick map of the Web site actually became more of an obstacle. The “spinning wheel of information” was not user friendly and some of the copy had to be read upside down. While the idea of convenience was there and appreciated, the execution ran short, reminding us that simple is oftentimes better.