In today’s search for information, the business intelligence user experience is disorienting and frustrating. It is much like driving in a city during rush hour and stopping to change cars every block. Why would we want our users to have that type of complicated, discouraging experience?

Today’s business users are people who utilize the Web day in and day out. They are consumers, and they wield a lot of clout. They are accustomed to using applications that are very responsive to their needs. Consumer-facing applications today enable people to read books before buying them, view products from every angle, even customize goods and services before making a purchase. If one business does not provide such amenities, consumers can simply move on to another that does, all through a browser, in the comfort of their home. This puts a lot of pressure on businesses to meet consumer expectations; these consumers are not just prospective customers but in many cases are also employees, and they bring their high expectations to the workplace.

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