This step of the engage­ment defines and explains who your target customer segments are on your website and how they use the site. These defi­n­i­tions help you map customer needs directly to solu­tions. If your site doesn’t directly meet the needs of your customers, your site is leaking customers and profits. We examine across your differ­ent target customers, each of whom need a work­flow tailored to their goals. Use cases and personas lay the ground­work for design­ing your work­flows and overall sitemap.