2. Market Segments
Target Segments: Other segments:
•New age boomers •College students
•Careful spenders •Late adopter
•Weekend readers
3. User Scenario
Financial Analyst Lisa
Lisa had wanted a kindle
in the past but did not
like the black and white Description
screens. She liked the Lisa is a recent graduate of
Kindle Fire because of UWB. She works long days
the Colored Screen, light during the week at a large
weight body, and the Seattle based technology
low cost. Her Husband company. On the weekends,
also uses the Fire to she likes to shop and relax
watch Top Gear and with her Husband while
browse the web while watching a movie or reading
they are shoe shopping a book. Basic Demographic
on the weekend. Age: 25
Hometown: Seattle, WA
Goals & Aspirations
Marital Status: Married
Information Sources •Pay off all student Loans
Wall Street Journal •Saving to start a family
Attributes
Linkedin •Make more money
•Focused
Facebook •Become a CFO of a
•Competitive
The Economist major corporation
•High Stress
PS Business Journal •Hard Working
4. Mechanical Design Engineer
User Scenario
Brian invested in the Kindle Fire Description
because of it’s competitive price Brian graduated
for the quality of the product, and with his masters
his previous satisfaction with from NYU in 1990.
Amazon as a source for his reading He moved to Wa
material. He often uses the Kindle shortly after to get
Brian while on the go at work to check
emails, and also to read in the
married and start a
family. He has
Basic Demographic evenings and on weekends for worked 11 years
Age: 42 pleasure. It is also useful to keep for Precore; a
Occupation: Engineer his children entertained while premium fitness
Hometown: Kirkland, Wa traveling. equipment
Marital Status: Married provider known for
Goals and Aspirations
their superior
•Make more money
Attributes engineering.
• Ambitious •Develop innovative new
• Competitive equipment Information Sources
• Frugal Spender •Motivate children to follow • Seattle Times
• Family-oriented a path of higher education • Linkedin
and successful careers • Word of mouth
