Design at the customer interface represents a paradigm change in the communication chain from field applications, drilling engineering, and drill-bit design. The operator was able to improve drilling efficiencies and reduce drilling costs by use of polycrystalline-diamond-compact (PDC) technology in an application that historically had used roller-cone bits. Two record-breaking performances challenged perceptions about PDC steerability and controllability in high-angle geosteered horizontal sidetrack operations and reduced drilling cost per foot by 50%.