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...