Screen-based interaction presents users with a clear path to the information they desire. Usability tests conducted while on the Usability & Design Team at Nationwide revealed that users typically have a low patience threshold when it comes to finding the information they want or need. The plethora of options on the web ensures that a user will seek the information they want somewhere else if they encounter the slightest bit of frustration or boredom. Therefore, the user's interaction with a screen based application has to be both usable and engaging. There are too many competitors waiting to welcome frustrated users to their sites, as those sites may offer a more streamlined user experience. Conversely, some of these same competitors may also feature very creative and imaginative solutions that can trump boring ones that offers great usability but an inadequate design. Designs have to be creative and strive for some level of innovation while also being accessible and highly usable.