RYLC has undergone an evaluation of its strategy by looking at the business processes and core capabilities. Now, the board has made an important decision. RYLC aims to take a place among the top three players in the car rental industry. Therefore, a management consulting company has been hired to assess the application landscape and recommend strategies and focus areas that promise the highest impact on increasing RYLC's market share.

Now RYLC's main client-facing application, its rental website, comes under close scrutiny. It has aged. Its rigid design will not support the flexibility needed to support new channels and is not ready to take on an active role as a part of RYLC's emerging automated business processes.

RYLC customers have often complained about the lack of accuracy and responsiveness. In 2014, they don't tolerate having to wait for a confirmation e-mail; they want an immediate and reliable yes or a well-explained no. The current solution...