Personas vs Customer Segments vs Jobs to be Done vs... in UX

In this a tad more technical UX video, I'll cover one of the most frequently asked topics in the design community: user target group definition toolkit. Typically in the research and design process demanded for personas, customer segments, empathy maps and jobs to be done (jtbd) aren't all made to serve the same purposes or be used exclusively. Watch the video to understand the underlying need for these tools and how to use them in conjunction to achieve the best user experience outcomes.
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[@vaexperience]

What are you taking away from this video?

[@LuisaMariaMesquita]

Amazing! Definitely will start to be using tools that are actually actionable, that I will use later in the project, and that I can justify its use! I was kinda stuck on this topic of personas but I think I’m starting to get the point. Thank you very much!!

[@srirakshakrishnamurthy6720]

Thank you for this. Can you introduce personas and influence design when the existing designs are heavily based on business needs alone?

[@vaexperience]

Yes of course - just make sure they come from enough understanding and research of who the users truly are like. Personas can aid your pursuit to flip the business-centric into user-centric approach

[@sheltonhhh]

@vaexperience I see a lot of similarities between jobs to be done and the "user outcomes" from hypothesis definition in Lean UX. What do you think about this? What are some similarities and differences to look out for?

[@ikalennyy6986]

That personas and JTBD are not mutually exclusive but complementary. so many other examples pit them against each other. thank you.

[@DAPH1918]

Absolutely nailed this video. If I'm in a room of people that aren't close to the customers personas are a great tool to get everyone increase the empathy. Jobs to be done is just my go to for actionable steps.

[@saram9143]

OMG, I love the reference to 2001: A Space Odyssey! Great analogy! 👌

[@oh.s0.ph1a]

This was very useful for me in deciphering which tools would be most useful in my research phase in a lean startup environment. In general I really love your videos as they are always to the point and bite sized, and really compliment your book which thoroughly (but still succinctly) goes through topics in full context.

[@vaexperience]

Glad it was helpful!

[@vanigovel722]

Looking forward to this video! Can you please suggest another video where you talk about the discovery phase, or how to work on an enterprise/complex product. Thank you... 😊

[@vaexperience]

There's quite a few, not specific to enterprise tools per se - let me have a think and perhaps create a video just on that in the future

[@walterrodriguez9550]

great breakdown!

[@user-ql8wz4yi5g]

Looking forward it

[@kateykaplan325]

Smart and smooth.

[@danemaps5305]

Hi ! I’m doing a UX Case study on an App and Im wondering if I can use feedback of users in AppStore to define my problem statement (without interviewing user) ?

[@vaexperience]

It's a start

[@JohnKumarBuses]

Hi, I am designing an acitivity based reminder app. This will suggest items based on users activities like go to shopping, go to Bank, go to vacation etc. Ex: for vacation, "have you taken passport, visa etc" I think anybody can use this app and hard to narrow down to personas. Could you please tell me how to choose personas or archetype or something?

[@vaexperience]

Yes, everything is like this - could be used by anyone, but who will you want to target? Who would a business (think of a specific brand) want to target? then try to narrow it down on a segment, psychographics, demographics - will be easier to define the specific personas that way