Interview frequency: …
Short answer
Personas focus on a user's identity and demographic and psychological traits, while JTBD focuses on the context, goal, and functional and emotional task the user wants to accomplish, regardless of identity.
Explanation
Traditional Personas can overemphasize irrelevant details such as age, hobbies, and marital status. JTBD instead says, "Users do not buy a product; they hire it to do a specific job in a particular context." A useful combination is Proto-Personas supported by Job Stories in the form: "When I am in [context], I want to [motivation], so I can [expected outcome]."
Common mistakes
- Creating fictional Personas based on the internal team's guesses without real interviews.
- Filling a Persona with superficial demographic details that do not affect interaction and interface decisions.