Summary: Jobs-to-be-done focus on user problems and needs, while well-executed personas include the same information and also add behavioral and attitudinal details.
Personas have long been a useful tool in a user-centered design process; however, in recent years, jobs-to-be done, a new technique for focusing on customer needs, has been gaining steady prominence.
Definition: Jobs-to-be-done (JTBD) is a framework based on the idea that whenever users ‰??hire‰?? (i.e., use) a product, they do it for a specific ‰??job‰?? (i.e., to achieve a particular outcome). The set of ‰??jobs‰?? for the product amounts to a comprehensive list of user needs.
With the popularity of the JTBD paradigm, there are calls in some corners to abandon personas, suggesting that JTBD has emerged as a more useful technique. This point of view is based on a fundamental misunderstanding of the purpose of personas as primarily demographic representations of users, missing the key behavioral considerations that are essential to good personas and that provide much needed guidance for interaction design and product strategy.
For more information about the DCHAS-L e-mail list, contact the Divisional secretary at secretary**At_Symbol_Here**dchas.org
Follow us on Twitter **At_Symbol_Here**acsdchas
Previous post | Top of Page | Next post