Major update to background and branding.
diff --git a/README.md b/README.md
index 3ecf8db..17b9f03 100644
@@ -2,14 +2,15 @@
-The User Activity Logging Engine, or User-ALE, is a logging mechanism used to quantitatively assess the behavioural and cognitive state of a data analyst while interacting with Big Data Exploitation Systems (BDES).
+The User Analytic Logging Engine (User ALE) is part of Draper's Softare as a Sensor™ Project. User ALE is for Software Developers, HCI/UX researchers, and project managers who develop user facing software tools—applications that are used for manipulating, analyzing, or visualizing data or other systems.
-To accurately measure the cognitive state of the user, tool developers associate model based workflow states with each user action. Did a user pan a map? Then they are exploring. Did a user click a search button? Then they are getting new data. These model based activities can then be processed to measure hidden empirical states that describe more accurately the user's workflow and behaviour.
+User ALE provides an API for instrumenting software tools, turning them into a human usability sensors. With every user interaction User ALE will transmit specially structured messages (JSON) from software tools to an activity logging server (Elastic). These messages not only report user activities and their timing, but provide sufficient context to understand how those activities are related to the functional organization of the software tool. This allows for greater utility in understanding how users are interacting with software tool features, and seeds more rigorous modeling and analytic approaches to understand not just what users do in software tools, but how they perform tasks with them.
+User ALE provides data provides insight into software tool usage frequency, users' cognitive/behavioral strategy in using tools to complete tasks, their workflows, as well as their integrative use of software tool features.
##Who is the package for?
-This package is for developers creating User facing tools, and who would like to log the users' interaction with this tool, in order to gain an insight into the behavioural and cognitive state of the user.
+The User Analytic Logging Engine (User ALE) is for Software Developers, HCI/UX researchers, and project managers who develop user facing software tools.
Want to learn more? See the [wiki](https://github.com/draperlaboratory/user-ale/wiki).