Page Laubheimer examines two frameworks used in user-centered design: personas and Jobs-to-Be-Done (JTBD). He defines JTBD as focusing on the specific tasks users aim to accomplish with a product, emphasizing desired outcomes over features. Laubheimer contrasts this with well-crafted personas, which not only address user goals but also incorporate behavioral and attitudinal insights, fostering empathy among design teams. He suggests that integrating both JTBD and personas can provide a comprehensive understanding of user needs, leading to more effective design solutions.
Page Laubheimer is a Senior User Experience Specialist at Nielsen Norman Group. He assists organizations in enhancing user experiences to achieve strategic objectives, combining his expertise in user research and strategy with experience in managing design and development teams across various platforms.
