Loletta Cheng

Loletta Cheng
  • Experience and service designer at Qantas
  • Sydney, Australia

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Personas, jobs to be done or archetypes. That is the question!

Should UX practitioners discard personas completely and use other frameworks such as jobs to be done or archetypes instead? It feels like this question has been floating around for a while but this might just be the wrong question to ask.

This talk consists of 3 parts:

  • A brief history of personas, jobs to be done, and archetypes, their evolution over time and the pros and cons in each of these tools/frameworks
  • Examples of how they can be used, in different contexts, projects and companies, and the potential outcomes
  • A case study to show how the standard persona was ‘hacked’ to make it fit for purpose when creating a dynamic persona library for a large government organisation

This talk is not intended to prove which tool is better or worse. It intends to spark a debate around why it might not be a good idea to categorically reject or accept a single method as a silver bullet or the best for every situation and how you can select the best tool for you based on the problem at hand, the organisation’s CX maturity level, who is gonna be using it and how, and many other contextual factors.


Loletta Cheng is an experience/service designer and a registered psychologist, currently working at Qantas in Sydney. She has a master’s in organisational psychology, is passionate about uncovering the reasons why people behave the way they do and enjoys the enlightenment moments in the research process. She has 5 years of experience in user research and UX design, has worked as a mentor at Academy Xi Sydney and has delivered UX training, coaching and mentoring programs for clients from a range of industries, including banking, entertainment and NFPs.