SHORTER CLICK PATHS MAKE IT EASIER FOR VISITORS TO FIND WHAT THEY'RE LOOKING FOR. Free Country Outerwear's site traffic was known to be driven primarily by their print advertisements. Thus, the goal of the site design was to minimize the number of clicks between a user's response to the print ad -- either to the featured product or its controversial headline -- as short as possible. Mousing over either the woman's yellow jacket or the man's blue vest revealed an enlarged product image. Similarly, hovering over either ad headline caused the headline text to be enlarged. Furthermore, clicking either the products spawned a new, smaller product detail window with an integrated store locator form; while clicking either headline linked to the site's menu of high volume discussion forums.