Experience expertise

Consider your site visitors' experience and expertise in both the subject matter and in using the web. You may have differences here for different user groups. (You may also have a range of experience or expertise within a user group; note that, too.)

For example, for a travel site:

Experienced travelers Probably familiar with other travel sites; probably know how e-tickets work; may know airport codes of places they travel to frequently; want fast ways of working - probably need little explanation at each step

Occasional travelers May not be familiar with travel sites; may not know how e-tickets work; probably do not know airport codes; may need explanations at each step

For example, for a health information site:

Researchers and health Probably know the medical terminology care professionals

Patients May not know the medical terminology

• Some may want to get the information without ever learning the terminology

• Some may want to learn the terminology to talk to the doctor

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