Process
How to build job-based personas from interviews
A five-step process for building personas around the jobs people hire a product for, rather than around demographics. It starts with recruiting by situation, runs interviews about a recent real event, clusters the situations into jobs and then groups people by those jobs. Product, design and research teams can use it to get jobs and personas from a single study. Koji can run the interviews and draft the themes and personas.
Where this appears
What's in this process
- Recruit by situation: Talk to people who recently bought, switched, stalled or cancelled, and people who solved it without you.
- Ask about the last time: Keep answers in a real, recent event instead of opinions about the future.
- Rebuild the timeline: First thought, looking around, deciding and first use. Note role, tools and context as they come up.
- Cluster situations into jobs: Group the triggers, struggles and outcomes into a few clear job statements.
- Group people by their jobs: Cluster participants by the jobs they hire you for and how they behave. Those clusters are your personas.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/job-based-personas-process"><img src="https://www.koji.so/visuals/job-based-personas-process/job-based-personas-process.png" alt="Process for building job-based personas from interviews, from recruiting by situation to grouping people by shared jobs" width="1200" height="792" /></a>
<p>Source: <a href="https://www.koji.so/visuals/job-based-personas-process">How to build job-based personas from interviews</a>, Koji</p>
