Comparison
Personas vs Jobs to Be Done
Two research tools that answer different questions about your customers
A side-by-side comparison of personas and Jobs to Be Done for product and research teams. Personas group people and help a team design for a specific user; jobs group situations and explain why people choose, switch or quit. Use it to pick the right tool for the decision in front of you, or to explain why many teams use both. Koji interviews can feed both from one study.
Where this appears
What's in this comparison
Personas
- Group people with similar goals and behaviour
- Answer who you are designing for
- Help a team share one picture of the user
- Strong for design trade-offs and briefings
- Weak when built from demographics alone
Jobs to Be Done
- Group situations where people need progress
- Answer why people choose, switch or quit
- Show real competitors, including doing nothing
- Strong for strategy, positioning and roadmaps
- Weak when the job is too vague to act on
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/personas-vs-jobs-to-be-done-comparison"><img src="https://www.koji.so/visuals/personas-vs-jobs-to-be-done-comparison/personas-vs-jobs-to-be-done-comparison.png" alt="Comparison of personas and Jobs to Be Done: personas describe who the user is, jobs describe the situation and the progress they want" width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/personas-vs-jobs-to-be-done-comparison">Personas vs Jobs to Be Done</a>, Koji</p>
