Jillian describes Blue Ribbon Sports as the company that later became known as Nike. Jillian introduces herself as a Senior Product Researcher at Intercom. Jillian says personas appeared in journey maps alongside presentations of behavioural analysis. Jillian introduces Jobs to Be Done as a research methodology. Jillian says Clayton Christensen of Harvard Business School became a major advocate of the Jobs to Be Done technique. Jillian explains that a persona can include an image, a fictional name and facts about the person's goals, needs and technology level.
People
Jillian Wells
Methods
Jobs to Be DoneFraming products around the progress people hire them to make in a situation. Focuses research and roadmap choices on outcomes and circumstances rather than feature lists alone.
Journey MappingJourney mapping brings research about people’s experiences into a shared visual account of stages, actions, thoughts and feelings. It is useful when a service spans multiple steps, teams, places or touchpoints and you need to see where those parts fail to connect. Collect accounts from several users before mapping. Arrange their experiences over time, identify common stages and highlight problems and dependencies. Work with the team so the map informs decisions. Preserve meaningful differences between journeys rather than forcing every participant into a single path; revise the map as further research changes your understanding.