Educational, timely, and relevant short courses to foster continued education among new and experienced UX practitioners. Courses will be presented live via GoToWebinar, and recordings will be available to students immediately following each class. Courses will be instructor-led with interactive participation. The UXPA international courses are not part of any accreditation system. A participation certificate will be available upon request.
How to Create Rich Personas Using Jobs to be Done to Inform Product Strategy
$350.00
Presenter: Swapnali Thakar
August 14, 21 & 28
9 AM PT (San Francisco) / 12 PM ET (New York) / 6 PM CEST (Paris)
Three 60-minute online lectures.
Late Registration:
UXPA does allow for short course registration beyond the start date up until the last day of the course, registration for a course is officially closed once the course has concluded. Late enrollees will be given access to the short course slack channel and receive all course materials and links to recorded sessions that may have been missed. For any additional questions and concerns, please contact: education@uxpa.org
Course Registration Rates:
Students: $100
UXPA International Members: $200
Non-members: $350
(Value Option: become an Associate Member prior to course registration and you will still save $150 over non-members!)
Description
Personas have been a recent topic of controversy among the UX community. The common arguments are that they are not usually useful enough for teams to use the practically on a day-to-day basis. Things such as demographics and family situations of different personas may or may not be truly useful in defining what needs to be done in a product or service or how to make meaningful decisions based on personas. As Tony Ulwick points out “companies struggle to predictably create winning products because they fail to define their customers’ needs with the rigor, precision, and discipline that is required to discover, prioritize and capitalize on opportunities for growth.” In this course you will learn to do just that. Understand and document personas with rigor, precision and discipline. You will have hands on experience in creating a personas using Jobs To Be Done. You will learn to properly write JTBD related to a persona and define the pains/challenges. You will also learn to analyze this information in order to ideate some innovative solutions.Course Outline:
Week 1: Introduction to Jobs to be Done
- Brief history of JTBD
- Defining a Persona: Background, Objectives and JTBD
- How to design interviews to extract JTBD.
- How to look for resources online to help bring precision and rigor to the description
- How to substantiate personas with industry/research stats.
- How to effectively write JTBD.
Week 2: Define the pains and challenges of the persona
You will learn:- How to design interviews to extract pains
- How to look for resources online to help bring precision and rigor to the description.
- How to substantiate personas with industry/research stats.
- How to effectively write Pains and Challenges
Week 3: Defining gains and opening doors for innovative ideas
You will learn:- How to identify the problem space
- How to define the problem
- Ideating techniques for innovation based on JTBD and Pains
- Defining gains.