The document outlines a plan to redesign Camelbak's website to increase interactivity and sales. The current site lacks interactivity, has poor navigation, and does not allow direct product purchases. The goals are to build an interactive community through social media and blogging to increase brand loyalty and sales. The strategy involves personalized features like user profiles, product reviews, and customization. It also defines three key user personas and proposes metrics to track the new site's success.