What a business might think their users want vs. what their users actually want are often two very different things. When designing a website, its more than aesthetics and features that create a memorable experience, striking a balance with usability is essential to encourage users to return again and again. Gaining a real understanding of exactly who your audience is and creating detailed user personas is vital in building the optimum online experience that appeals directly to those individuals. Ask yourself, are you really thinking about your users enough?