Интересный рассказ о том, как методы персон и User Stories провалились, и выручил метод Job Stories.
Often, a feature or UX will fail. If it was defined by a User Story, then discovering why it failed will be difficult. Discovering why it failed will be difficult because implementation was coupled with motivations and outcomes. Because of the coupling, how can anyone know what was wrong? Was the implementation wrong or were the assumptions about motivations wrong?