End-User Development (EUD) can be exploited on the Web, where users have the opportunity to create niche “Web Mashup” applications as a means to address their long tail of situational needs in different domains of application. In this paper, we describe the design and evaluation of NaturalMash, an innovative EUD system for mashups. NaturalMash provides a high level of expressive power while it is still usable by non-professional users. This clearly distinguishes NaturalMash from existing mashup EUD tools that are either too limited or highly specialized for inexperienced users. The NaturalMash user interface efficiently combines different techniques such as live programming, natural language programming, What You See Is What You Get (WYSIWYG), and Programming by Demonstration (PbD). The design of NaturalMash adopts a formative evaluation approach, and has completed two design and evaluation iterations. The paper reports the results of the last formative evaluation and discusses the implications of the findings. The results are promising and suggest that the proposed system has a short and gentle learning curve and enables even non-professional users to rapidly build useful mashups.