1. Deciding by Lifestyle : Michelle Age: 26 Education: Communications Degree, NYU Occupation: Assistant Manager Income Level: $29k a year Current Vehicle: 1998 Honda Civic Favorite Website: Facebook, Tumblr Hobbies: Jogging, Volunteering Favorite TV Shows: Daily Show, Jersey Shore Influencers: Parents, Online Reviews Age: 26 Education: Communications Degree, NYU Occupation: Assistant Manager Income Level: $29k a year Current Vehicle: 1998 Honda Civic Favorite Website: Facebook, Tumblr Hobbies: Jogging, Volunteering Favorite TV Shows: Daily Show, Jersey Shore Influencers: 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

2. Age: 32 Education: Vocational Training Occupation: Office Manager Income Level: $56k Current Car: 2001 Ford Focus Favorite Website: YouTube, The Superficial Hobbies: DIY House Repairs Favorite TV Shows: American Idol, The Simpsons Influencers: TV Advertising, Word of Mouth Age: 32 Education: Vocational Training Occupation: Office Manager Income Level: $56k Current Car: 2001 Ford Focus Favorite Website: YouTube, The Superficial Hobbies: DIY House Repairs Favorite TV Shows: American Idol, The Simpsons Influencers: 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.

3. Deciding by Brand : Rodger Age: 59 Education: BS from Cal State Long Beach Occupation: Small Business Owner Income Level: $75k a year Current Car: 2005 Chevy Suburban Favorite Website: Drudge Report Hobbies: Golf, History Novels Favorite TV Shows: NCIS, Fox Beltway Boys Influencers: Consumer Reports, Newspaper Ads Age: 59 Education: BS from Cal State Long Beach Occupation: Small Business Owner Income Level: $75k a year Current Car: 2005 Chevy Suburban Favorite Website: Drudge Report Hobbies: Golf, History Novels Favorite TV Shows: NCIS, Fox Beltway Boys Influencers: 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?