As part of the website redesign process, I led a cross-functional team, including external consultants, in establishing a comprehensive understanding of Giro.com's primary users and their requirements. Through data analytics and stakeholder discussions, we identified the critical users, and created design personas that encapsulated their common goals and characteristics. The three key personas for Giro.com included direct consumers, shop owners, and sales reps, each with unique needs on the site. Ensuring equal consideration for these distinct groups, their requirements were prioritized throughout the redesign process.