is a fictional character that is constructed from the ethnography of a population (age, sex, customs, beliefs, among others), with similar psychological profile, qualities and behaviors.

Activities in social and personal life

They refer to what bothers the client during and after trying a job.

Gain Creators describe how your products and services create customer gains.

Pains describe bad outcomes, risks, and obstacles related to customer jobs.

Customer Jobs describe what customers are trying to get done in their work and in their lives, as expressed in their own words.

Functional jobs
When your customers try to perform or complete a specific task or solve a specific problem,

Personal/emotional jobs
When your customers seek a specific emotional state, such as feeling good or secure,

Social jobs
When your customers want to look good or gain power or status.

How doyour customers define too costly?
Takes a lot of time, costs too much money, or requires substantial eforts?

Physical/tangible Goods, such as manufactured products.

Intangible
Products such as copyrights or services such as after-sales assistance.

Digital Products such as music down loads or services such as online recommendations.

Financial Products such as investment funds and insurances or services such as the financing of a purchase.

These are gains without which a solution wouldn’t
work. For example, the most basic expectation that we have from a smartphone is that we can make a call with it.

These are relatively basic gains that we expect from
a solution, even if it could work without them.

These are gains that go beyond what we expect from a solution but would love to have if we could. These are usually gains that customers would come up with if you asked them.

relieves pains

create essential earnings

important
jobs

1. Define
2. Focus on sociocultural characteristics
3. Work history
4. Habits
5. Goals
6. Challenges