Personas, Journey Maps, and Jobs-to-be-Done
The synthesis tools that turn raw research into decisions — what a persona actually is, how a journey map finds where a problem lives, why Jobs-to-be-Done sidesteps persona failure modes, and when the real problem is backstage, not on the screen
Covers proto-personas vs. research-based personas and the 'persona theater' trap, the Says/Thinks/Does/Feels empathy map, journey map structure with a worked e-commerce example, Jobs-to-be-Done and the Christensen/Moesta milkshake study with its functional/emotional/social dimensions, service blueprints and the frontstage/backstage/support-process distinction, and a decision framework for picking the right synthesis tool.
Practice questions (5)
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Proto-Personas Presented as Research-Backed
Beginner · Free -
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Diagnosing an Onboarding Drop-off With a Journey Map
Beginner -
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Applying JTBD to a Meal-Kit Subscription's Month-2 Churn
Beginner -
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Is This a UI Problem or a Backstage Problem?
Beginner -
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Picking the Right Synthesis Tool for Three Simultaneous Requests
Beginner