Personas by Market Segmentation

Jiffy Lube, a subsidiary of Shell based in Houston, TX, is a chain of specialized automobile oil change shops in the United States. With over 1,019 franchises, it serves around 24 million customers annually as of 2002.

In the modern omnichannel landscape, Jiffy Lube has access to a wealth of tracking, statistics, and research data. However, possessing this information does not guarantee an understanding of customers. We were to cull through the documents and arrive at 3-4 personas informed by available statistics and data.

  • Industry: Automotive
  • Website: jiffylube.com
  • Role: Sr UX Lead for MMB580

Approach

  • Gather documents to understand customers’ behavior and purchasing habits to auto oil changes.
  • Segment findings into 4 possible segments divided by their behaviors and purchasing habits.

Results

  • Four market segments converted to 4 personas with different JTBD as seen below.