Do you dream of a core set of personas that everyone (design, product, engineering) agrees on and uses at the highest level of product roadmap planning? Megan and Mariné will pull back the curtain to share how a crucial shift in perspective to align personas to Jobs to be Done will help establish a shared understanding of customers and empower product teams to deliver experiences that matter
Applying the JTBD Framework to Build User Personas that Stick
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Applying the JTBD
Framework to Build User
Personas that Stick
Mariné Palamutyan
Manager UX Research
Megan Mathews
Lead UX Research
7. DocuSign Public
The Problem ● Unmanageable personas
● Inconsistent customer narrative
● Siloed teams
● Tunnel vision projects
● Duplicative work resulting in waste
● Fragmented UX
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Build
Develop a core set of user
personas that would be
adopted by the product
and technology
organization.
Socialize
Share the personas far and
wide, so that we have a
shared language and
understanding of our
customers’ needs.
Apply
Develop curriculum and
resources to drive adoption
and empower teams to use
them.
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18. DocuSign Public
PX Overview
JTBD
PERSONAS
Scenario-Based Planning / Jobs To Be Done
Linked JTBD to a
new set of personas
Phase 1 Phase 1 Phase 3
Core Job 6
Description of the
core job
Persona 4
Core Job 3
Description of the
core job
Persona 2
Core Job 4
Description of the
core job
Core Job 5
Description of the
core job
Persona 3
Core Job 7
Description of the
core job
Core Job 8
Description of the
core job
Persona 5
Core Job 1
Description of the
core job
Core Job 2
Description of the
core job
Persona 1
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These new personas are based on the jobs
people do, rather than the roles people have.
Big idea
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Less is more for driving a
shared understanding.
Reflections
Innovate to make personas
work for you.
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Less is more for driving a
shared understanding.
Reflections
Innovate to make personas
work for you.
Make it fun, to make it stick.
33. DocuSign Public
Less is more for driving a
shared understanding.
Reflections
Innovate to make personas
work for you.
Make it fun, to make it stick. Progress over perfection.
34. DocuSign Public
These new personas are based on the jobs
people do, rather than the roles people have.
Big idea
DocuSign Public
35. DocuSign Public
Ana Marquez
Andrew Thompson
Anndo Ko
Archit Jha
Ashley Guiberson
Bharat Rele
Blake Walsh
Brian Crowley
Brian Duchek
Carlos Garrido
Carolina Rivera
Casey Hudetz
Christa Louks
David Wallach
Deanne Stock
Derek Jones
Drew Ashlock
Emily Coder
Emily Hohenstein
Estelle Miliavsky
Gabi Moore
Gayathri Venkataraman
Iqra Anjum
Jake Michelle
Jane Ashley
Janice Bae
JD Johnson
Jeff Caruso
Jeremy Glassenberg
Jilly Pfifferling
Joe Mauriello
John Leahy
Jonathan Ruiz
Keith Kramer
Keshav Koratkar
Kim Harris
Kim Leopold
Kimberly Bullock
Lakshmi Kumar
Marie Schneider
Marina Lin
Mariné Palamutyan
Megan Mathews
Megan Schwarz
Micheline Chagniot
Michelle Lam
Mike Melton
Mike Palmer
Morgan Davis
Nandor Tamas
Paul Son
Ricardo Marquez
Ryan Turner
Sai Keerthana Srinivasan
Samantha Voelkel
Santiago Szuchmacher
Sarah Campbell
Shelby Bower
Shikha Gupta
Soha Pourpirali
Soumya Srivastava
Sumit Parikh
Swetha Ganesan
Vijay Krishnan Kumar
37. DocuSign Public
PX Overview
JTBD
Core Job 1
Description of the
core job
Core Job 2
Description of the
core job
Core Job 3
Description of the
core job
Core Job 4
Description of the
core job
Core Job 5
Description of the
core job
Core Job 6
Description of the
core job
Core Job 7
Description of the
core job
Core Job 8
Description of the
core job
PERSONAS
Scenario-Based Planning / Jobs To Be Done
Blueprint for
JTBD informed Personas
Phase 1 Phase 1 Phase 3
Persona 4
Persona 2 Persona 3 Persona 5
Persona 1