Personas vs Customer Segments vs Jobs to be Done vs... in UX

In this a tad more technical UX video, I'll cover one of the most frequently asked topics in the design community: user target group definition toolkit. Typically in the research and design process demanded for personas, customer segments, empathy maps and jobs to be done (jtbd) aren't all made to serve the same purposes or be used exclusively. Watch the video to understand the underlying need for these tools and how to use them in conjunction to achieve the best user experience outcomes.

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