Personas
At this point you have a clear picture in your head as to who the audience/users are, what their motivations for visiting are, what seems to be the most important sections of the site to them, how they are using the site and how much experience and savvy they have with the website and the internet in general. With this knowledge you can create a persona of each group of users that your client specified in the questionnaire and you confirmed or added with your interviews. Personas are basically personifications of each group, theoretical users that you can use as a point of focus when creating the site.
Some of the information you'll want on in the persona are:
Personal information; Name, Age, Gender and Location.
Motivations; How and why they use the site, and how often.
Their position within your clients organization or relationship to the organization.
Keith Robinson has some fantastic examples of personas, 1, 2 and has written a great article at evolt on creating personas
