![]() ![]() If we carefully observe the several ways of doing personas we can identify four different types: Proto-Persona The information that a persona configures changes considerably from one designer to another, and so, naturally, the potential of this technique changes as well. ![]() While many designers claim to use personas, when analyzing their practice, we see that what is being called “personas” includes a range of very diverse materials. They are archetypes, formalized as fictional - but realistic - characters. Loosely defined personas are a technique to model users. In both cases, they only serve specific purposes that shouldn't include product design and development. Some are fairly poor, while others do just enough to be accepted. There are a lot of approaches that can be taken to personas. This methodology is often considered as better suited than personas for product development due to the fact that it's outcome-driven, objective and measurable. It shouldn’t present a solution - either a product, feature or requirement - but, instead, a description of what should be accomplished by the user at a higher level. The Job to be Doneįinally, the job to be done itself is about the desired outcome that the user is looking for. ![]() The situational analysis concerns the motivations and anxieties of the users, explaining the challenges that customers are facing and what is pushing them towards different solutions. In the observation step, the current and past user's behavior is identified - namely, which products they're using. The first step, exposition, presents the context of the product, briefly explaining the who, what, when and where (but not the why). In sum, a job to be done consists in four main aspects: Exposition It's based on the premise that when a person buys a product or service, that person is not actually buying it, but hiring it to execute a certain job: People don’t want a quarter-inch drill, they want a quarter-inch hole. Jobs to be done is a framework that can be used to help define a product scope, its requirements or marketing positioning. In order to bring together the best of each, a possible approach is to merge both techniques, resulting in a hybrid solution. However, lately, a few practitioners in the field pushed for the replacement of the persona method for the jobs-to-be-done (JTBD) framework.Ī careful analysis of both the persona and JTBD method, along with the insights coming from field practice, makes me believe that while there are, in fact, some problems with the persona method, this technique helps in some critical aspects of design that the JTBD method is not able to cover.įrom this point, a few questions come to mind: Which is the best methodology? Should you change from personas to JTBD? The usage of personas has always been controversial amongst designers and professionals within the industry. ![]()
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