Understanding the site users

To help us get the site graphic design, functionality and interface right for your audience, we need to understand them. To do that we should create “mock up” personae. This doesn't have to be a real site user, but you should invent someone that approximates your average expected user. What do we know about them in these areas:

Technical background: Are they tech savvy? What computer system and browser do they use? Where do they access the internet? Why do they use the internet?

Customer information: how do they view your company? What are their expectations? What do they think of your competitors?

Personal information: Age? Gender? Socio-economic group? Location?

Design preferences: what do they consider good design? What other sites do they like? What products do they consider as being “well designed”?