(Length: 3 pages)

Executive Summary (This is a document excerpt)

Companies often ask us if their sites are good or bad. But we can't answer that question if they can't describe their target customers. Although we recommend that firms invest in design personas, they should at least be able to describe the subject matter knowledge and commitment of target site users. These two dimensions define four archetypes — Wanderer, Student, Surgeon, and Aficionado — each of which requires different treatment.

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