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Jobs-to-Be-Done vs. Personas

Summary: Jobs-to-be-done and personas are tools that identify user needs and attitudes. Each tool focuses on different aspects of the use experience and are compatible.

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Personas vs. Jobs-to-Be-Done

Jobs-to-be-done focus on user problems and needs, while well-executed personas include the same information and also add behavioral and attitudinal details.

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Page Laubheimer is a Senior User Experience Specialist with Nielsen Norman Group. He helps organizations focus on delivering outstanding user experience in order to achieve their strategic goals. He combines his expertise in website usability with experience managing a team of designers and developers to successfully implement UX best practices across a range of platforms.

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