Jobs-to-Be-Done vs. Personas

Summary: Jobs-to-be-done and personas are tools that identify user needs and attitudes. Each tool focuses on different aspects of the use experience and are compatible.

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Jobs-to-Be-Done vs. Personas

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Personas vs. Jobs-to-Be-Done

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.

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Page Laubheimer is a former NN/G employee who worked on research, teaching, leadership, and design thought leadership. His expertise focused on web applications, AI, and projects in complex domains. His many research findings and recommendations were also informed by his background in library and information science, and his work often involved information architecture, navigation design, taxonomy construction, and ontology management.

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