Applying the JTBD Framework to Build User Personas that Stick

1. DocuSign Public DocuSign Public Applying the JTBD Framework to Build User Personas that Stick Mariné Palamutyan Manager UX Research Megan Mathews Lead UX Research

2. DocuSign Public Picture a dog.

3. DocuSign Public Picture a street where you are walking the dog.

4. DocuSign Public

5. DocuSign Public

6. DocuSign Public 60+ DocuSign Public

7. DocuSign Public The Problem ● Unmanageable personas ● Inconsistent customer narrative ● Siloed teams ● Tunnel vision projects ● Duplicative work resulting in waste ● Fragmented UX

8. DocuSign Public 60+ <10 DocuSign Public

9. JTBD Persona DocuSign Public

10. JTBD Persona DocuSign Public JTBD Persona DocuSign Public

11. DocuSign Conﬁdential 11 Build Develop a core set of user personas that would be adopted by the product and technology organization. Socialize Share the personas far and wide, so that we have a shared language and understanding of our customers’ needs. Apply Develop curriculum and resources to drive adoption and empower teams to use them. DocuSign Public

12. DocuSign Public Collaboration between 64 leaders across product organization A team of researchers, designers, content designers

13. DocuSign Public Jobs-to-be-Done to the rescue!

14. DocuSign Public Micro Jobs Core Jobs Journey Phases User Tasks Made JTBD work for us Hierarchy of the end-to-end journey

15. DocuSign Public Source

16. DocuSign Public Synthesized by JTBD

17. DocuSign Public PX Overview JTBD PERSONAS Scenario-Based Planning / Jobs To Be Done Linked JTBD to a new set of personas Phase 1 Phase 1 Phase 3

18. DocuSign Public PX Overview JTBD PERSONAS Scenario-Based Planning / Jobs To Be Done Linked JTBD to a new set of personas Phase 1 Phase 1 Phase 3 Core Job 6 Description of the core job Persona 4 Core Job 3 Description of the core job Persona 2 Core Job 4 Description of the core job Core Job 5 Description of the core job Persona 3 Core Job 7 Description of the core job Core Job 8 Description of the core job Persona 5 Core Job 1 Description of the core job Core Job 2 Description of the core job Persona 1

19. DocuSign Public These new personas are based on the jobs people do, rather than the roles people have. Big idea DocuSign Public

20. DocuSign Public Persona modiﬁers To prevent history from repeating itself Small company Large company Family of 1 Large Family

21. DocuSign Public DocuSign Public Design Three workstreams Content Education Illustration by Brian Crowley

22. DocuSign Public Design DocuSign Public

23. DocuSign Public Content DocuSign Public

24. DocuSign Public Education DocuSign Public

25. DocuSign Public The Impact

26. DocuSign Public Established a shared language across the company The Impact

27. DocuSign Public Established a shared language across the company Inﬂuenced product innovation strategy The Impact DocuSign Public

28. DocuSign Public Established a shared language across the company Inﬂuenced product innovation strategy Enhanced how we engage with customers The Impact DocuSign Public

29. DocuSign Public Reﬂections

30. DocuSign Public Less is more for driving a shared understanding. Reﬂections

31. DocuSign Public Less is more for driving a shared understanding. Reﬂections Innovate to make personas work for you.

32. DocuSign Public Less is more for driving a shared understanding. Reﬂections Innovate to make personas work for you. Make it fun, to make it stick.

33. DocuSign Public Less is more for driving a shared understanding. Reﬂections Innovate to make personas work for you. Make it fun, to make it stick. Progress over perfection.

34. DocuSign Public These new personas are based on the jobs people do, rather than the roles people have. Big idea DocuSign Public

35. DocuSign Public Ana Marquez Andrew Thompson Anndo Ko Archit Jha Ashley Guiberson Bharat Rele Blake Walsh Brian Crowley Brian Duchek Carlos Garrido Carolina Rivera Casey Hudetz Christa Louks David Wallach Deanne Stock Derek Jones Drew Ashlock Emily Coder Emily Hohenstein Estelle Miliavsky Gabi Moore Gayathri Venkataraman Iqra Anjum Jake Michelle Jane Ashley Janice Bae JD Johnson Jeff Caruso Jeremy Glassenberg Jilly Pfifferling Joe Mauriello John Leahy Jonathan Ruiz Keith Kramer Keshav Koratkar Kim Harris Kim Leopold Kimberly Bullock Lakshmi Kumar Marie Schneider Marina Lin Mariné Palamutyan Megan Mathews Megan Schwarz Micheline Chagniot Michelle Lam Mike Melton Mike Palmer Morgan Davis Nandor Tamas Paul Son Ricardo Marquez Ryan Turner Sai Keerthana Srinivasan Samantha Voelkel Santiago Szuchmacher Sarah Campbell Shelby Bower Shikha Gupta Soha Pourpirali Soumya Srivastava Sumit Parikh Swetha Ganesan Vijay Krishnan Kumar

36. DocuSign Public Q & A

37. DocuSign Public PX Overview JTBD Core Job 1 Description of the core job Core Job 2 Description of the core job Core Job 3 Description of the core job Core Job 4 Description of the core job Core Job 5 Description of the core job Core Job 6 Description of the core job Core Job 7 Description of the core job Core Job 8 Description of the core job PERSONAS Scenario-Based Planning / Jobs To Be Done Blueprint for JTBD informed Personas Phase 1 Phase 1 Phase 3 Persona 4 Persona 2 Persona 3 Persona 5 Persona 1

Applying the JTBD Framework to Build User Personas that Stick

Applying the JTBD Framework to Build User Personas that Stick

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Applying the JTBD Framework to Build User Personas that Stick