Persona and JTBD Analysis

Use during Phase 1 (GATHER) when the user lacks clear personas or the "Who" section needs rigorous definition. Provides structured alternative to ad-hoc persona descriptions.

Persona Template

For each user type, build a complete persona:

## Persona: {Name}

**Who**: {Role description -- one sentence capturing relationship to product}
**Demographics**:
- {Characteristic 1: e.g., technical proficiency level}
- {Characteristic 2: e.g., frequency of interaction}
- {Characteristic 3: e.g., environment/context of use}
- {Characteristic 4: e.g., primary motivation}

**Jobs-to-be-Done**: (see Job Step Table below)

**Pain Points**:
- {Pain 1} -- maps to Job Step: {step name}
- {Pain 2} -- maps to Job Step: {step name}

**Success Metrics**:
- {Quantified outcome 1: e.g., "Task completed in < 2 minutes"}
- {Quantified outcome 2: e.g., "Zero manual configuration steps"}

Job Step Table

Each persona has job steps describing what they accomplish. Steps follow ODI format.

Job Step	Goal	Desired Outcome
{Verb}	{What the user wants to achieve}	Minimize {metric} of {undesirable state}

Rules for Job Steps

• Job Steps are always verbs: Discover, Validate, Install, Configure, Monitor, Recover
• Goals describe what the user wants, not what the system does
• Desired Outcomes use ODI format: "Minimize [time/effort/risk/likelihood] of [undesirable state]"
• Each step maps to a workflow point where value is created or destroyed

Example Job Step Table