Reports on Phase I of a two-part project to identify and implement user-based design criteria in World Wide Web pages. The purpose of the identification phase (Phase I) is to identify the criteria that influence a particular user community's use of the Web and to analyze these within the context of the users' overall information-gathering behavior. Data were gathered through a questionnaire and electronic focus group session with nine faculty from four business schools. Participants identified 49 Web page features which clustered into eight broad categories of criteria having a significant positive or negative impact on their use of WWW pages. They also identified types of information normally used in work activities; methods of finding this information within the current information service environment; likely changes in behavior if the information became available via the Web, including willingness to pay.