What are their constraints?
Notes:
In imagining the audience, it is important to identify their constraints in using the Internet. This can be in terms of technical knowledge (how well do they know how to use computers?) or their access to bandwidth (do they have fast lines or slow modems?)
Determining what languages they can use is important. If all of the intended audience is likely to be able to read English, it is easy, but if one needs to reach a linguistically diverse audience, it may be necessary to create a multilingual site.
And finally, it is necessary to take into account the limitations produced by disabilities. If the audience includes people with sight limitations, graphics will have to be reduced or eliminated. If they have mobility limitations that prevent typing, then there will have to be more point and click structures.