We want to provide our users with quick to remember vanity URLs like instance.service-now.com/request then that URL will redirect to some specific page in ServiceNow (requests page). This way we don't need to provide the actual hard to remember URLs just to navigate on specific pages.
This will be useful as well to direct users to specific knowledge base articles (for example go to instance.service-now.com/resetpassword to link to kb article on how to reset their password).
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