RITE (rapid iterative testing and evaluation) is a new methodology in the field of usability testing. This was created at Microsoft by Michael Medlock. I would like to present the argument for how this methodology is more effective in impacting the product design as opposed to traditional usability testing methodologies. This argument is divided in two parts, a) RITE 's effectiveness measured in terms of higher return on investment, b) RITE 's comparison with traditional methods in terms of cost reduction. I would like to open the forum and collect feedback on what would be the best method to represent item (b) on the abstract.