Based on our research, we were able to identify two different user groups which we developed into different personas.

Karl Horowitz 24 years old, single St. Louis, MO History teacher in St. Louis Hangs out with other young teachers Interested in art, culture and learning Strict budget due to student loan debt and low income End Goals Find a way to hang out with my friends Learn about wine (motivated by socializing) Experience Goals Feel like an adult, not a college student Preserve the good part of being young Feel comfortable Minimize the chance of disappointing or embarrassing experiences Life Goals Save money Pay down college debt Make friends in St. Louis Get the most out of the city

Mary Madine 31 years old, single Albany, NY Legislative aide Passionate about civil liberties Hopes to be a lawyer for the ACLU Started to study for the LSAT Comfortable in her own skin Frugal, but does not want to look cheap End Goals Learn more about what she likes Expand her tastes Know more than the difference between a cabernet sauvignon and a chardonnay Experience Goals Don’t feel like a snob Life Goals Live frugally, but don’t be cheap Go to law school one day Get attention for her issue, civil liberties