With self-service software applications, such as a Web site on which employees look up health benefits, customers expect to be able to "walk up and use" the software without training, assistance from a manual, or help from a fellow worker. If customers can’t accomplish their tasks the first time with a self-service application, they often give up quickly when they encounter difficulties… 

When key customers from the pharmaceutical world came to Oracle recently, asking for improvements on Oracle’s electronic data capture (EDC) software for clinical trials, Oracle decided to step back and start fresh…