In the past, while attending tradeshows, Hillary Feder, president of Hillary's, used to type notes from meetings and conversations, and take pictures of products on display using a variety of iPad apps. As a result, her information was scattered and difficult to access. Today, Feder uses Evernote to take pictures of products and write notes about them, scan business cards, make voice recordings, and organize it all in one place. Feder says it took a while to warm to Evernote's interface, which she describes as "overwhelming" and "unintuitive." However, the investment was worth it, because the ability to quickly gather information at tradeshows is crucial to her business, she says.