Newfangled are a web development firm at the bleeding edge of their field. They are quite generous with sharing some of their thinking on designing for the Internet. An interesting recent article suggests that a key part of working towards a new site is the development of 'personas', detailed profiles of prospective users. These personas help the developer to see things from the user perspective. As the author notes "Creating web personas prevents us from mistakenly building websites for ourselves rather than those we want to serve". After interviewing prospective users of a client website, the developer tries to anticipate how the user will view the site and with what aims. The personas make it clear that users with different agendas often visit a given site, and that different triggers / calls to action may be required for those different audiences.