Personas are approachable, emotionally readable and help teams to condense and easily reference insights about what different customer groups do and why. Unfortunately, many traditional marketing and design personas that you encounter in organizations today are fundamentally flawed. Demographics, aspirations and life goals do not determine why a person chooses a product. It's not who the customer is, but in what situation they are in that determines what they will want or need. Once customers realize that something is not good enough – that progress is possible or necessary – they act. They often override their stated preferences and attitudes. Traditional personas fail to explain the causal behavior between context and the different life events, emotions and circumstances that shape the customer's journey towards a "new me". Even "good personas" that do not include irrelevant data usually don't tell a story of change that can be easily understood by every team member. They simply list a multitude of behaviors a customer group exhibits, without explaining in which situation each behavior makes sense and which behaviors are relevant for the product. Ambiguous personas can mislead your team and promote clichés. The Jobs to be Done lens helps you to focus your persona on what causes behavior and discard everything else. In this presentation, you will learn how to frame your personas correctly, allowing you to communicate what matters to your team, reduce ambiguity and enhance the narrative advantages that made personas strong in the first place.

1. IMPROVING
PERSONAS
IMPROVING
PERSONAS @DESIGNAMYTE ANDREJ@BALAZ.DE
ANDREJ BALAZ SERVICE AND UX DESIGNER

2. IMPROVING
PERSONAS
IMPROVING
PERSONAS

3. PERSONAS
CONDENSE USER RESEARCH INSIGHTS
ABOUT CUSTOMER BEHAVIOUR

4. PERSONAS
CONDENSE USER RESEARCH INSIGHTS
ABOUT CUSTOMER BEHAVIOUR
BUILD EMPATHY IN THE TEAM
GUIDE AND FOCUS DESIGN DECISIONS

6. FACE
Be approachable,
emotionally readable and
memorable.

7. SETTING
Illustrate customers’
physical, emotional and
social context concretely.
FACE
Be approachable,
emotionally readable and
memorable.

8. SETTING
Illustrate customers’
physical, emotional and
social context concretely.
FACE
Be approachable,
emotionally readable and
memorable.
STORY
Demonstrate how people
act and why.

9. PERSONAS NEED TO TELL A COMPLETE STORY

10. PERSONAS NEED TO TELL A COMPLETE STORY
AVOID BIASES AND
DESIGN FOR YOUR CUSTOMERS,
NOT YOURSELF

11. MANY
PERSONAS
ARE FLAWED
MANY
PERSONAS
AREFLAWED

12. SOURCE: HTTPS://FAKECROW.COM/FREE-PERSONA-TEMPLATE/

13. PITFALL OF A PERSONA
SOURCE: HTTPS://FAKECROW.COM/FREE-PERSONA-TEMPLATE/
IRRELEVANT
INFORMATION
Attributes, general preferences,
favourite brands, attitudes etc.
do not explain how customers
act and why.
They misguide your decisions
and support clichés.
1

14. SOURCE: HTTPS://FAKECROW.COM/FREE-PERSONA-TEMPLATE/
IMPROVEMENT
PROVIDE CONTEXT,
EXPLAIN CAUSALITY,
DISCARD THE REST
Only include actionable bits of
information.
Ask yourself:
Can I design something based
on this insight?
Context reduces ambiguity and
biased thinking.
Aspirations change with context. Observe
tradeoffs made in relation to the struggle.
Example: Novelty vs. Reliability, Flexible Price
vs. Flatrate, etc.
Which context is relevant and
why?
Example: New York is a large
city, which means better access
to information. This can have
implications for marketing.
How did these
preferences
influence
behaviour?
Remove it if you
can’t provide
context.
1

15. OLD WAY
Business TravellerElderly, 65-85
FOCUS ON THE PERSON,
NOT A JTBD
Listing several struggles and
situations increases ambiguity
and blurs the persona.
PITFALL OF A PERSONA
2

16. IMPROVEMENT
SEGMENT YOUR CUSTOMERS BY
STRUGGLES IN CONTEXT, NOT
DEMOGRAPHICS OR ATTRIBUTES
Each persona should stand for a situation in which a
job-to-be-done arises.
A very diverse group of people can act similarly when
they face a similar situation. Consequently, they can
end up hiring the same solution.
Tip: Reference other personas in your persona if they
share situations and the desired progress (JTBD).
2
Elderly, who lives too
far away from the bus
stop and dislikes the
city senior taxi.
Business traveller,
who needs to get to
the meeting fast and
it’s raining.
OLD WAY NEW WAY
JTBD
Business TravellerElderly, 65-85

17. PITFALL OF A PERSONA
SOURCE: HTTPS://FAKECROW.COM/FREE-PERSONA-TEMPLATE/
FOCUS ON CURRENT
SOLUTIONS, NOT
VALUE
Personas often reference pain
points customers experience
with the current product,
but don’t show what else the
customers considered and
used.
This makes it more difficult to
qualify what truly matters to
the customer and can limit the
persona’s creative potential.
3

18. IMPROVEMENT
TELL THE WHOLE STORY OF
STRUGGLE AND PROGRESS TO
ILLUSTRATE WHAT YOUR CUSTOMER
VALUES
3
LOOKING FOR NEW SOLUTIONS
FORCES
FIRED SOLUTIONS
HIRED SOLUTIONS AND
DESIRED PROGRESS
CONTEXT &
STRUGGLE

19. EXAMPLEEXAMPLE

20. JOHN, ELDERLY MAN WITH A CHRONIC LEG ISSUE
“Help me to be able to move around freely without being seen as old.”
STRUGGLE
John used to be a very active person, but
with increased age, his leg started to limit his
mobility. During his everyday life, he strug-
gles with reaching his therapy comfortably
on time. Taking the bus is pretty difficult und
unsatisfying.
The bus stop is pretty far so it takes a while
to reach and since he is living in a small
town, he needs to take it very early in the
morning. He dislikes calling the city’s “senior
taxi”, because it makes him feel helpless and
old. Entering the public bus with his slow
leg is similarly embarassing, so he is usually
forced to take a taxi, even though his financ-
es take a hit by using it regularly. Towards the
end of the month, as money gets tight, he
simply skips therapy.
JOB STORY
When I am trying to reach the city on a specific time but it’s too difficult or embarassing to
take the bus,
I want a way to get there comfortably without the need to walk far or to climb stairs,
I want to know that I arrive on time,
I want to avoid beeing seen as old and sick,
so I can arrive on time without difficulties and feeling helpless.
SIMILAR TO
• THE VILLAGE KID TRYING TO REACH SCHOOL ON TIME
• EMPLOYEE, TOO LATE TO WORK
CONTEXT
• Cannot drive anymore.
• Has no family in the same
city.
• Money gets tight towards
end of the month.
• Visits therapy regularly
early in the morning.
• Bus stop is far away and
bus comes seldomly.
VALUES
Privacy Crowd
Cheap fares Comfort
Be in Charge Be Supported
+Bus stop is too far. Can’t
walk long distances.
+Alternatives are
expensive
+Knows he should go to
therapy
+Be punctual
+Travel privately
- Feels like he is bothering
people
- Fears that he will be picked up
by a large bus
- Knows his cab driver
- Cab is “worth it.”
- Skips therapy if needed
HIRES
• Taxi in the morning if he
needs to get to therapy on
time
• Missing therapy, towards end
of the month
WHY
• Be punctual.
• Don’t walk stairs
• Avoid prying eyes.
• Spare money
WHY
• Nowhere to sit
• Feels observed
• Makes him feel old and
helpless.
• Feels like he is bothering
people
FIRES
• Bus in the morning when it’s
full of people
• City taxi for the elderly
PUSHES AND PULLS
CURRENTSTAGE
PASSIVE LOOKINGSTRUGGLING ACTIVE LOOKING DECIDING
SWITCH
USAGE
HABITS AND ANXIETIESPROCESS OF HIRING AN ON-DEMAND BUS

21. JOHN, ELDERLY MAN WITH A CHRONIC LEG ISSUE
“Help me to be able to move around freely without being seen as old.”
STRUGGLE
John used to be a very active person, but
with increased age, his leg started to limit his
mobility. During his everyday life, he strug-
gles with reaching his therapy comfortably
on time. Taking the bus is pretty difficult und
unsatisfying.
The bus stop is pretty far so it takes a while
to reach and since he is living in a small
town, he needs to take it very early in the
morning. He dislikes calling the city’s “senior
taxi”, because it makes him feel helpless and
old. Entering the public bus with his slow
leg is similarly embarassing, so he is usually
forced to take a taxi, even though his financ-
es take a hit by using it regularly. Towards the
end of the month, as money gets tight, he
simply skips therapy.
JOB STORY
When I am trying to reach the city on a specific time but it’s too difficult or embarassing to
take the bus,
I want a way to get there comfortably without the need to walk far or to climb stairs,
I want to know that I arrive on time,
I want to avoid beeing seen as old and sick,
so I can arrive on time without difficulties and feeling helpless.
SIMILAR TO
• THE VILLAGE KID TRYING TO REACH SCHOOL ON TIME
• EMPLOYEE, TOO LATE TO WORK
CONTEXT
• Cannot drive anymore.
• Has no family in the same
city.
• Money gets tight towards
end of the month.
• Visits therapy regularly
early in the morning.
• Bus stop is far away and
bus comes seldoml
VALUES
Privacy Crowd
Cheap fares Comfort
Be in Charge Be Supported
+Bus stop is too far. Can’t
walk long distances.
+Alternatives are
expensive
+Knows he should go to
therapy
+Be punctual
+Travel privately
- Feels like he is bothering
people
- Fears that he will be picked up
by a large bus
- Knows his cab driver
- Cab is “worth it.”
- Skips therapy if needed
HIRES
• Taxi in the morning if he
needs to get to therapy on
time
• Missing therapy, towards end
of the month
WHY
• Be punctual.
• Don’t walk stairs
• Avoid prying eyes.
• Spare money
WHY
• Nowhere to sit
• Feels observed
• Makes him feel old and
helpless.
• Feels like he is bothering
people
FIRES
• Bus in the morning when it’s
full of people
• City taxi for the elderly
PUSHES AND PULLS
CURRENTSTAGE
PASSIVE LOOKINGSTRUGGLING ACTIVE LOOKING DECIDING
SWITCH
USAGE
HABITS AND ANXIETIESHIRING PROCESS
Tell a story. Where is the customer coming
from? What’s their situation and struggle?
Sum it up in a job story (or stories). This
helps you in the design process.
Describe hired and fired solutions to
reveal value and build a foundation
for your job story’s middle part.

22. JOHN, ELDERLY MAN WITH A CHRONIC LEG ISSUE
“Help me to be able to move around freely without being seen as old.”
STRUGGLE
John used to be a very active person, but
with increased age, his leg started to limit his
mobility. During his everyday life, he strug-
gles with reaching his therapy comfortably
on time. Taking the bus is pretty difficult und
unsatisfying.
The bus stop is pretty far so it takes a while
to reach and since he is living in a small
town, he needs to take it very early in the
morning. He dislikes calling the city’s “senior
taxi”, because it makes him feel helpless and
old. Entering the public bus with his slow
leg is similarly embarassing, so he is usually
forced to take a taxi, even though his financ-
es take a hit by using it regularly. Towards the
end of the month, as money gets tight, he
simply skips therapy.
JOB STORY
When I am trying to reach the city on a specific time but it’s too difficult or embarassing to
take the bus,
I want a way to get there comfortably without the need to walk far or to climb stairs,
I want to know that I arrive on time,
I want to avoid beeing seen as old and sick,
so I can arrive on time without difficulties and feeling helpless.
SIMILAR TO
• THE VILLAGE KID TRYING TO REACH SCHOOL ON TIME
• EMPLOYEE, TOO LATE TO WORK
CONTEXT
• Cannot drive anymore.
• Has no family in the same
city.
• Money gets tight towards
end of the month.
• Visits therapy regularly
early in the morning.
• Bus stop is far away and
bus comes seldoml
VALUES
Privacy Crowd
Cheap fares Comfort
Be in Charge Be Supported
+Bus stop is too far. Can’t
walk long distances.
+Alternatives are
expensive
+Knows he should go to
therapy
+Be punctual
+Travel privately
- Feels like he is bothering
people
- Fears that he will be picked up
by a large bus
- Knows his cab driver
- Cab is “worth it.”
- Skips therapy if needed
HIRES
• Taxi in the morning if he
needs to get to therapy on
time
• Missing therapy, towards end
of the month
WHY
• Be punctual.
• Don’t walk stairs
• Avoid prying eyes.
• Spare money
WHY
• Nowhere to sit
• Feels observed
• Makes him feel old and
helpless.
• Feels like he is bothering
people
FIRES
• Bus in the morning when it’s
full of people
• City taxi for the elderly
PUSHES AND PULLS
CURRENTSTAGE
PASSIVE LOOKINGSTRUGGLING ACTIVE LOOKING DECIDING
SWITCH
USAGE
HABITS AND ANXIETIESHIRING PROCESS
Bullets are your
friends.
Describe trade-
offs to reveal
value.
A name helps your team to reference this
struggle. A call-out for help sums up the JTBD.

23. JOHN, ELDERLY MAN WITH A CHRONIC LEG ISSUE
“Help me to be able to move around freely without being seen as old.”
STRUGGLE
John used to be a very active person, but
with increased age, his leg started to limit his
mobility. During his everyday life, he strug-
gles with reaching his therapy comfortably
on time. Taking the bus is pretty difficult und
unsatisfying.
The bus stop is pretty far so it takes a while
to reach and since he is living in a small
town, he needs to take it very early in the
morning. He dislikes calling the city’s “senior
taxi”, because it makes him feel helpless and
old. Entering the public bus with his slow
leg is similarly embarassing, so he is usually
forced to take a taxi, even though his financ-
es take a hit by using it regularly. Towards the
end of the month, as money gets tight, he
simply skips therapy.
JOB STORY
When I am trying to reach the city on a specific time but it’s too difficult or embarassing to
take the bus,
I want a way to get there comfortably without the need to walk far or to climb stairs,
I want to know that I arrive on time,
I want to avoid beeing seen as old and sick,
so I can arrive on time without difficulties and feeling helpless.
SIMILAR TO
• THE VILLAGE KID TRYING TO REACH SCHOOL ON TIME
• EMPLOYEE, TOO LATE TO WORK
CONTEXT
• Cannot drive anymore.
• Has no family in the same
city.
• Money gets tight towards
end of the month.
• Visits therapy regularly
early in the morning.
• Bus stop is far away and
bus comes seldoml
VALUES
Privacy Crowd
Cheap fares Comfort
Be in Charge Be Supported
+Bus stop is too far. Can’t
walk long distances.
+Alternatives are
expensive
+Knows he should go to
therapy
+Be punctual
+Travel privately
- Feels like he is bothering
people
- Fears that he will be picked up
by a large bus
- Knows his cab driver
- Cab is “worth it.”
- Skips therapy if needed
HIRES
• Taxi in the morning if he
needs to get to therapy on
time
• Missing therapy, towards end
of the month
WHY
• Be punctual.
• Don’t walk stairs
• Avoid prying eyes.
• Spare money
WHY
• Nowhere to sit
• Feels observed
• Makes him feel old and
helpless.
• Feels like he is bothering
people
FIRES
• Bus in the morning when it’s
full of people
• City taxi for the elderly
PUSHES AND PULLS
CURRENTSTAGE
PASSIVE LOOKINGSTRUGGLING ACTIVE LOOKING DECIDING
SWITCH
USAGE
HABITS AND ANXIETIESHIRING PROCESS
Forces mapped along the purchase timeline help
your design and marketing to get a feeling for
the customer’s journey from their old solution to
your new product.

24. JOHN, ELDERLY MAN WITH A CHRONIC LEG ISSUE
“Help me to be able to move around freely without being seen as old.”
STRUGGLE
John used to be a very active person, but
with increased age, his leg started to limit his
mobility. During his everyday life, he strug-
gles with reaching his therapy comfortably
on time. Taking the bus is pretty difficult und
unsatisfying.
The bus stop is pretty far so it takes a while
to reach and since he is living in a small
town, he needs to take it very early in the
morning. He dislikes calling the city’s “senior
taxi”, because it makes him feel helpless and
old. Entering the public bus with his slow
leg is similarly embarassing, so he is usually
forced to take a taxi, even though his financ-
es take a hit by using it regularly. Towards the
end of the month, as money gets tight, he
simply skips therapy.
JOB STORY
When I am trying to reach the city on a specific time but it’s too difficult or embarassing to
take the bus,
I want a way to get there comfortably without the need to walk far or to climb stairs,
I want to know that I arrive on time,
I want to avoid beeing seen as old and sick,
so I can arrive on time without difficulties and feeling helpless.
SIMILAR TO
• THE VILLAGE KID TRYING TO REACH SCHOOL ON TIME
• EMPLOYEE, TOO LATE TO WORK
CONTEXT
• Cannot drive anymore.
• Has no family in the same
city.
• Money gets tight towards
end of the month.
• Visits therapy regularly
early in the morning.
• Bus stop is far away and
bus comes seldoml
VALUES
Privacy Crowd
Cheap fares Comfort
Be in Charge Be Supported
+Bus stop is too far. Can’t
walk long distances.
+Alternatives are
expensive
+Knows he should go to
therapy
+Be punctual
+Travel privately
- Feels like he is bothering
people
- Fears that he will be picked up
by a large bus
- Knows his cab driver
- Cab is “worth it.”
- Skips therapy if needed
HIRES
• Taxi in the morning if he
needs to get to therapy on
time
• Missing therapy, towards end
of the month
WHY
• Be punctual.
• Don’t walk stairs
• Avoid prying eyes.
• Spare money
WHY
• Nowhere to sit
• Feels observed
• Makes him feel old and
helpless.
• Feels like he is bothering
people
FIRES
• Bus in the morning when it’s
full of people
• City taxi for the elderly
PUSHES AND PULLS
CURRENTSTAGE
PASSIVE LOOKINGSTRUGGLING ACTIVE LOOKING DECIDING
SWITCH
USAGE
HABITS AND ANXIETIESHIRING PROCESS
Tell a story. Where is the customer coming
from? What’s their situation and struggle?
Sum it up in a job story (or stories). This
helps you in the design process.
Bullets are your
friends.
Describe trade-
offs to reveal
value.
Describe hired and fired solutions to
reveal value and build a foundation
for your job story’s middle part.
Link to similar insights in
other documents
A name helps your team to reference this
struggle. A call-out for help sums up the JTBD.
Forces mapped along the purchase timeline help
your design and marketing to get a feeling for
the customer’s journey from their old solution to
your new product.

25. THE JTBD PERSONA
CREATES A MEMORABLE HANDLE FOR YOUR TEAM
TO ADDRESS A STRUGGLE IN CONTEXT THAT
A GROUP OF CUSTOMERS EXPERIENCES.

26. COMBINE WITH OTHER TOOLS
IN PRODUCT DESIGN
(JOURNEYS, JOB STORIES...)
OR PRODUCT STRATEGY
(JTBD STATEMENTS, VP...)

27. THANKS.
ANDREJ BALAZ
@DESIGNAMYTE
THANKS.
ANDREJ BALAZ
@DESIGNAMYTE