Phantom Records, General Partnership is my company name and my work is the same as it's been since 1997 (20+ years). Have you ever viewed a video game online? To see how it looks? Guess who innovated that approach? We did. We're called Phantom Records because we used what we learned making our first site user-friendly since researching end user goals back in 1995 and inventing the first international, commercial, website in Internet-history that streamed videos of game-play. Our site is linked in Amazon.com's patent document for video streaming and we have the newspaper article to prove we did this. Work with a leader in listening to site users and authentically finding out what they want, not just responses to surveys. User-friendliness is about helping end users do what they need. After you find that out, you can decide to do it or not. Don't make the mistake of thinking you can do two things at once: satisfy your user while satisfying budget reduction. The two don't always go hand in hand, especially if you try doing them at the same time.