3. Description Goals and Aspirations
Ben went to school for botany and • Minimize environmental
roomed with a student interested in impact
gene therapy. They formed a • Decrease the use of
company after graduating to develop pesticides in agriculture
a new species of pest resistant • Raise his children to be
potatoes, and later sold the company successful, set good
to McDonalds for $2.3 Million. He now example
focuses on his children, and consults • Focus his spending on
for various agricultural companies, companies encouraging
Benjamin focusing on using fewer pesticides. sustainability.
User Scenario
Basic Demographics
When Ben sold his company, it Information Sources
Age: 32 enabled him to spend more
Occupation: Consultant money with the intention of • Local Newspaper
Hometown: San Francisco, CA minimizing his carbon footprint. • Google Homepage
Marital Status: Divorced, 2 Kids He would love to ride his bike to • Facebook
work, but works in San Fran and • Co-workers
has a long commute from a • Charlie Rose
local suburb. He desires a fully • Nature Magazine
Attributes • The Economist
electric car to drive, but worries
about running out of battery life • National Geographic
• Cautious on a dangerous highway. He
• Environmentally Conscious drives his children to school
• Progressive every morning and is unwilling to
• Early Adopter take that risk.
4. Description
Roger studied mathematics at the Goals and Aspirations
University of Florida and began a
career as a high school math teacher. • Learn about new
In 1977 he attended the University of technology
Washington to get a doctorate in • Have a safe vehicle for
mathematics. He then began a his wife and grandkids
career at Boeing developing software • Save money on gas for
for newly built planes. In 2009 Roger the long trips to Palm
retired after buying a house in Palm Springs
Springs. He loves to be with his • Support innovation and
grandchildren and golfing at his new technology
Roger vacation home.
User Scenario
Basic Demographics Roger is a very tech savvy guy
who loves new technology such Information Sources
Age: 65 as the ability to run a vehicle
Occupation: Retired, former solely on battery. After hearing • Local Newspaper
software developer about the new Chevy Volt he • Google Homepage
Hometown: Washington D.C. was very interested in what it • Facebook
Marital Status: Married with 3 offered. Roger and his wife take • Co-workers
kids and 5 grandchildren care of the grandkids often and • Chevy Webpage
are making trips of 10-15 miles • Consumer Reports
Attributes which can be covered by the • The Economist
entirely on battery. After hearing • National Geographic
• Safety conscious about the 5 star safety rating
• Technologically adept and the range of the vehicle
• Conservative financially with the gas engine he was
• Strives to support innovation sold.
5. Description Goals and Aspirations
Karen graduated from Oregon State • Raise her children to
University with a degree in Social have moral values and
Justice. She served as a social worker environmental
for the first 15 years of her career and awareness
now dedicates her time to volunteer • Erase her carbon
work in her community. She volunteers footprint
at a local food bank as well as • Travel the United
heading up a community effort to Kingdom
clean up the streets of Salem. • Promote community and
Karen volunteering in Salem
User Scenario
Basic Demographics
Karen drives a Chevy Volt Information Sources
Age: 46 because of combination of
Occupation: Teacher features that it offers. The Volt • Local Newspaper
Hometown: Salem, Oregon provides the 5-star safety that • Google Homepage
Marital Status: Married, 2 child she desires for her family as well • Facebook
as the electric battery power to • Co-workers
reduce her emissions. She also • Charlie Rose
prefers to support American • Nature Magazine
Attributes • The Economist
brands and set an example of
environmental awareness in her • National Geographic
• Enthusiastic community.
• Forward thinking
• Environmentally Conscious
• Giving
