But instead of thinking of intentions on a persona by persona basis, the list of intentions should include ALL customer types’ intentions for visiting your website. From this list of intentions we source ideas for what content or features our site needs to include to empower users to meet their intentions. When we have a list of customer intentions and business values and have gathered the content, information, or features that our website needs to include to meet intentions, while aligning with values, that’s when the information architecture comes in.