Recently, LITA embarked on a big persona-making project in order to better align their services to the needs of their members, the results of which they just revealed. This provides a solid talking point to introduce conceptual problems with personas and introduce a potentially better-suited approach: jobs to be done.

  • 00:43 – LITA created a bunch of personas
  • 2:14 – What does LITA actually want?
  • 3:39 – Personas are more noise than signal
  • 5:37 – Personas are best as a demographic snapshot
  • 6:05 – The User Story
  • 7:35 – The Job Story
  • 8:04 – Jobs to be Done
  • 11:36 – So what jobs do LITA personas need done?
  • 14:04 – What should LITA do, then?
  • 15:44 – Support Metric:
  • 16:42 – How to enter for our giveaway: a copy of Practical Design Discovery by Dan Brown.

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Michael Schofield is a service and user-experience designer specializing in libraries and the higher-ed web. He is a co-founding partner of the Library User Experience Co., a developer at Springshare, librarian, and part of the leadership team for the Practical Service Design community.