The 407 Electronic Toll Road or 407ETR was a huge hit in Ontario. However their customer call support center was inundated with questions on various matters ranging on the use of their new transponders, account questions, fleet discounts etc. Bases on a series of visits, reviews, interviews and research, enough data was accumulated to enable us to decide what would alleviate the intense pressure at the call center. An effective website was required. With a campaign to support its launch and promote the url. User Experience designers with careful attention to the findings were employed to breathe new life to the website and create an intuitive and useful customer portal including the new innovative traffic dial system.