Embodiments are provided to utilize an orthogonal or independent programming component to rapidly develop new features for use in computer application programs through the testing of new application program concepts on a server. In one embodiment, the orthogonal programming component intercepts a request to access an application program stored on the server and, if the request meets certain predefined criteria, sends the request to a treatment component to implement the new application concepts without changes having to be made to the application program stored on the server.