Companies of all sizes are increasingly using Web sites as a means to communicate with potential and existing customers. Over the life of these Web sites, designs tend to become more complicated over time (Haley, Carte et al. 1996). Yet, lack of comprehensive measures of Web site quality prevents accurate assessments of these changes. To date many companies have based Web design on trial-and-error, gut-instinct, and feedback from customers. This paper describes the initial phases of developing a comprehensive Web site quality measure using a series of exploratory research groups.