Features and Functionalities Criteria Defined: Speed / Responsiveness - site must react quickly to user inputs and not leave users waiting without explanation. Reliability - site should always be accessible; all links should work. Additional Functionality - any customized tools should be simple to use and easy to find. Branding - site brand and functionality become an interactive visual system where the quality of content and visual assets support the site goals and objectives. Search - should be fast and provide logical and helpful results. Navigation – should provide an empowering user experience which help build trust and confidence.