UX Personas / JTBD

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UX Personas / JTBD

Continuous Discovery

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.

John Kille

John Kille, Head of UX,Trevipay