Deciding by Lifestyle : Michelle

Age: 26 Education: Communications Degree, NYUOccupation: Assistant ManagerIncome Level: $29k a yearCurrent Vehicle: 1998 Honda CivicFavorite Website: Facebook, TumblrHobbies: Jogging, VolunteeringFavorite TV Shows: Daily Show, Jersey ShoreInfluencers: Parents, Online Reviews

Age: 26 Education: Communications Degree, NYUOccupation: Assistant ManagerIncome Level: $29k a yearCurrent Vehicle: 1998 Honda CivicFavorite Website: Facebook, TumblrHobbies: Jogging, VolunteeringFavorite TV Shows: Daily Show, Jersey ShoreInfluencers: Parents, Online Reviews

Michelle began last year her first job since graduating from college. After having her car since high school, she’s reached a point that she’s ready to get a newer car. The problem being, she has no idea where to start or what to get. The only thing she does know, there isn’t a whole lot of money available but wants a car with personality.

Use Case Requirements

• Help selecting a car that represents her lifestyle

• Rely on online community as a reference

• Need online mobile access

Michelle began last year her first job since graduating from college. After having her car since high school, she’s reached a point that she’s ready to get a newer car. The problem being, she has no idea where to start or what to get. The only thing she does know, there isn’t a whole lot of money available but wants a car with personality.

Use Case Requirements

• Help selecting a car that represents her lifestyle

• Rely on online community as a reference

• Need online mobile access

Age: 32 Education: Vocational TrainingOccupation: Office ManagerIncome Level: $56kCurrent Car: 2001 Ford FocusFavorite Website: YouTube, The SuperficialHobbies: DIY House RepairsFavorite TV Shows: American Idol, The SimpsonsInfluencers: TV Advertising, Word of Mouth

Age: 32 Education: Vocational TrainingOccupation: Office ManagerIncome Level: $56kCurrent Car: 2001 Ford FocusFavorite Website: YouTube, The SuperficialHobbies: DIY House RepairsFavorite TV Shows: American Idol, The SimpsonsInfluencers: TV Advertising, Word of Mouth

Use Case Requirements:

• Find out what options and amenities are best to get for his vehicle

• Make and Models have been narrowed but need assistance in comparing which are the best to focus

on

Use Case Requirements:

• Find out what options and amenities are best to get for his vehicle

• Make and Models have been narrowed but need assistance in comparing which are the best to focus

on

Deciding by Function : Vince

Vince ‘s wife just had their first baby. Among the added stress of now being on one income with his wife staying at home, their car isn’t big enough for his growing family. Finding something in his price range that will be safe, easy to get a baby in and out of, and economical are all important factors.

Vince ‘s wife just had their first baby. Among the added stress of now being on one income with his wife staying at home, their car isn’t big enough for his growing family. Finding something in his price range that will be safe, easy to get a baby in and out of, and economical are all important factors.

Deciding by Brand : Rodger

Age: 59 Education: BS from Cal State Long BeachOccupation: Small Business OwnerIncome Level: $75k a yearCurrent Car: 2005 Chevy SuburbanFavorite Website: Drudge ReportHobbies: Golf, History NovelsFavorite TV Shows: NCIS, Fox Beltway BoysInfluencers: Consumer Reports, Newspaper Ads

Age: 59 Education: BS from Cal State Long BeachOccupation: Small Business OwnerIncome Level: $75k a yearCurrent Car: 2005 Chevy SuburbanFavorite Website: Drudge ReportHobbies: Golf, History NovelsFavorite TV Shows: NCIS, Fox Beltway BoysInfluencers: Consumer Reports, Newspaper Ads

Use Case Requirements:

• Analyze the details of hybrid technology and options

• There is a focus on Chevrolet, but is not a requirement

• Web experience is simple and friendly as possible

Use Case Requirements:

• Analyze the details of hybrid technology and options

• There is a focus on Chevrolet, but is not a requirement

• Web experience is simple and friendly as possible

Ever since his beat up Camaro from high school, Rodger has always had a Chevy, and likes his Suburban. The problem though, is that times are tougher for his business and he now needs to travel much further to reach his customers. He’s decided that he wants to focus on a hybrid or something really efficient. So now Rodger enters new territory: is a hybrid worth the switch?

Ever since his beat up Camaro from high school, Rodger has always had a Chevy, and likes his Suburban. The problem though, is that times are tougher for his business and he now needs to travel much further to reach his customers. He’s decided that he wants to focus on a hybrid or something really efficient. So now Rodger enters new territory: is a hybrid worth the switch?