We directed the information architecture development for an ecommerce product being developed by Hewlett-Packard for major U.S. retailers. We designed paper wireframes and multiple HTML prototypes and test scripts for usability testing and directed the tests with HP. Being onsite during testing allowed us to change our prototypes on the fly and document the effects of these modifications on the user experience. We analyzed the testing data and implemented our conclusions in the final design phase of the product. This rapid prototyping and feedback framework allowed us to tailor the user experience and functionality to our targeted user groups and ground our final design decisions on empirical evidence.