Laboratory Corporation of America provides web referring testing services and clinical research services. They are launching a website this August that will enable patients to order lab tests directly from LabCorp without having to visit their physician. Clients can go online to browse hundreds of tests and pay by credit card or PayPal. The innovation will extend access and convenience to consumers who want to take charge of their health. LabCorp seeks to understand customer motivations on self-initiated tests, what customers seek, and how they use the data. This was a truly company-wide effort legal, CMO, IT all contributed to the project. Using a user-centered design aspect designed by help from user research groups, LabCorp will track metrics vs goals after the launch. Short -term goal is for business opportunity to increase volume and revenue and a long-term goal of customer awareness. They program will be assessed a couple of months after launch.