Following up on a series of other videos on UX personas, customer segmentation, and jobs-to-be-done, in this video, I’ll walk through several examples of persona grids and positioning advancement using behaviours, underlying motivations, and drivers that can then help shape product and service design solutions to advance customers from one behaviour to another. Better yet, I’ll use my own award-winning experience design and user research work from the past to better illustrate these points.