UX Personas / JTBD

Personas have long been a useful tool in a user-centered design process; 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 Forum will discuss a fundamental misunderstanding of the purpose of personas and the key behavioral considerations that are essential to good personas and that provide much needed guidance for interaction design and product strategy.