Designing for the web means designing sympathetically with the way people actually use the web, not how we think they should. Fundamentally, the web is an iinformation medium. People publish – in any medium – in response to a need for information and success depends on fulfilling those needs. “The purpose of design is to facilitate communication between user and content.” Your site may have information that people want, you may have information that you want them to have that they don’t necessarily want, or you may want to get information from them. Behind all these needs are goals that drive our desires and behaviour! It’s our goals that drive us to use web sites, to buy products and use services.No – one goes on shopping sites for the fun of using the site’s interface. We do it to find bargains or to buy specific products or look for services specific to our needs. Those finds help us to feel a certain way as being smart, fashionable, excited… The site is simply a means to an end         Your site may be a way to pass information between different consumers or all of these things at the same time. It’s vitally important to appreciate that all types of web sites try to resolve multiple needs, to earn money, to gather information, to promote a brand, to entertain etc.Two more powerful tools for modeling the interactions on your web site – Site personas represent the site’s brand and goals. The‘Dialogue Process’ is a way of designing interactions as conversations between user personas and the site persona