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MasarUX
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ux-i02MasarUX ProIntermediate

Personas, Journey Maps, and Jobs to Be Done

An intermediate course in turning user research into tools a whole team can design and decide with: building evidence-based, behaviorally segmented personas, mapping journeys with an emotional curve and a backstage service-blueprint layer, and applying Jobs-to-Be-Done to find the underlying progress people are actually trying to make.

12 hours (approximately)3 Levels · 30 Lessons
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By the end of this course you can build a rigorous, evidence-based persona set, map a journey with both its customer-facing and backstage layers, apply Jobs-to-Be-Done to find genuinely underserved opportunities, and combine all three tools into a single, well-justified case for what a team should build next.

01How to build evidence-based personas through behavioral segmentation, avoiding decorative or demographic-driven ones
02How to map a current-state or future-state journey with an emotional curve, pain points reframed as opportunities, and a service-blueprint backstage layer
03How to run cross-functional journey-mapping workshops and prioritize opportunities into a roadmap
04How to apply the Jobs-to-Be-Done framing, the four forces of progress, and the switch interview to uncover the progress people actually seek
05How to combine personas, journey maps, and JTBD into one coherent model that strengthens prioritization decisions
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Curriculum

3 Levels · 30 Lessons

Assessment

Each Lesson may include a Quiz

Each Level may include an Exam

Completion requirements

Complete the available Lessons

Pass all configured Quizzes and Exams

Locked activities open only after their prerequisites are met

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Course Skills5 Course Skills
Jobs to Be Done
Journey Mapping
Personas
Service Design
User Research
Related Competency Domains
Research & Discovery
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Career Path relationship
UX/UI DesignerUX ResearcherAI Product DesignerAgentic Experience Designer

Completed Course progress automatically counts toward the Career Path when this Course belongs to a Mission.

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What You'll Gain
  • Builds directly on the advanced user-research methods course in this curriculum
  • Every tool is grounded in a concrete, repeatable technique, not abstract theory
  • Every lesson ends with a worked example you can practice on
  • Covers the full path from raw research to a prioritized, defensible roadmap item
Who Is This Course For?
  • Intermediate learners who have completed this curriculum's advanced user-research course and now want to turn research into design and roadmap tools
  • Career switchers building a rigorous, practical synthesis skill set for a portfolio
  • Product managers and designers who use personas, journey maps, or JTBD and want to sharpen their practice
  • Students preparing for a dedicated UX strategy or research role
Course Features
  • 30 short, focused lessons across 3 progressive levels
  • A graded quiz after every lesson and a 12-question exam per level
  • One continuous worked example (a bilingual family-banking app) threaded through the closing lessons
  • No design software required — this course builds judgment and method fluency first
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Course Completion Certificate

Awarded after the Course's configured completion requirements are met.