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.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.