A few years ago, Brian and his lab team were contracted to help a university law school rebuild its website. In addition to three usability tests of site prototypes developed, Brian’s team was also tasked with discovering the likely users of the website. The law school’s aim was to make its new site a recruiting tool. The project manager told Brian during an early meeting, “Here are the three law schools in the region ranked ahead of us. We want to be better than them. We want our website to be better than their websites so that we can attract students that go there to come here.”