Post on 15-Apr-2017
So how does JTBD work with Personas?
1Copyright Claire Menke 2017
PERSONAAverage sentiment toward learning
across life (foundational characteristics of the human)
Attitudinal
2Copyright Claire Menke 2017
PERSONAAverage sentiment toward learning
across life (foundational characteristics of the human)
Attitudinal
Situational
In the context of the student’s life, he/she has discrete situations in which they leverage learning to overcome an obstacle. In each moment, he/she has
different Jobs-to-be-DoneJTBD JTBD JTBD
Life
3Copyright Claire Menke 2017
PERSONAAverage sentiment toward learning
across life (foundational characteristics of the human)
Attitudinal
Situational
In the context of the student’s life, he/she has discrete situations in which they leverage learning to overcome an obstacle. In each moment, he/she has
different Jobs-to-be-Done
LifeJob
LossNew
Project
New Tool
4Copyright Claire Menke 2017
PERSONAAverage sentiment toward learning
across life (foundational characteristics of the human)
Attitudinal
Situational
Experiential
In the context of the student’s life, he/she has discrete situations in which they leverage learning to overcome an obstacle. In each moment, he/she has
different Jobs-to-be-DoneJob
LossNew
Project
New Tool
Life
When the student decides to “hire” Udemy to satisfy their learning needs,
they embark on a Journey of experience both with and off our
product.
5Copyright Claire Menke 2017
PERSONA
JTBD JTBD JTBD
Journey
Jobs-to-be-Done within the Udemy research framework
Attitudinal
Situational
Experiential
6Copyright Claire Menke 2017