This paper describes the development of a new university library website, incorporating the innovative ‘personas’ method. Personas are the qualitative aspects of users – their motivations, constraints, needs etc. These were established by depth interviews. A set of ‘personas’ was created, which assisted the planning of the optimum layout, prioritising library asset visibility and generally meeting information needs. A site usability evaluation was also undertaken of the resulting interface. The study made the team much more aware of user needs and behaviour, and how site design can play a crucial role in service provision. The persona method turned out to be a valuable tool in creating a site catering for the widest possible spectrum of users.