Context
Vision of Experience
What is the situation in which we can make a difference? What is happening at that moment?
Vision of Experience: Persona • Context • Pain • Gain • Value Proposition • Feeling
Purpose
When you design a customer experience around a product, what matters most is context, not demographics. It would be a mistake to try and create a new product specifically for “middle-aged, white men with master-level education and above-average disposable income”. That’s a demographic that rules out a relatively large portion of society. You will be much more effective when you describe your customers as “people who want to travel across the city and who value speed, convenience, and privacy.” That’s a Job-to-Be-Done. It effectively rules out walking, biking, and public transport, but it doesn’t rule out people!
Demographics can be helpful for advertising. For product design, focus on context.
Notes
Some people prefer defining only a Persona; others prefer defining only a Context. It is also possible to do both.
Rules / Constraints
We have not (yet) defined rules or contraints.
“In order to carry a positive action we must develop here a positive vision.”
(Source: Dalai Lama)