The UK Online website is to be launched in 2008 following Seren’s UE design and some of the UE Seren developed will be rolled out to other product ranges. UK Online approached Seren to simplify the user experience across a complex offer with the intention of demystifying the proposition for technophobic professionals. Seren worked with UK Online’s internal product team, business stakeholders and web development team.  We identified and defined primary use cases to validate user flows.  In addition, we produced wireframes, prototypes and conducted usability testing.