Firms typically have three to five personas to guide the design of a Web site. While the resulting design should ultimately satisfy all of the personas, designers should start by satisfying the needs of just one: the primary persona. Firms should pick a primary persona that is mainstream and embodies the customer behaviors that are hardest to satisfy. After creating a design that satisfies the needs of the primary persona, designers should layer on support for the unmet needs of secondary personas. Managers should plan ahead to get the most out of personas by asking vendors to provide examples of what their persona deliverables include and how the underlying research is gathered and stored.