Using Jobs-To-Be-Done for Better Product Strategy
The concept of a “job” in “Jobs-To-Be-Done” is neatly encapsulated by a oft-quoted line from Theodore Levitt: “People want a quarter-inch hole, not a quarter inch drill”. Originating in market research and strategy, Jobs-to-Be-Done (JTBD) is a set of frameworks that is rapidly being recognised and adopted by product teams and UX practitioners worldwide as an effective way to identify and to define user needs.
Based on several years of using JTBD in her own work, Steph will demystify the applications of JTBD Theory, introduce you to the core methods in this hands-on workshop and show you how you can best incorporate it it into your product design process.
Who is it for?
Anyone who is involved in the strategic direction or the design of a product. You can be a product owner, product manager, researcher, designer or developer. If you care about building the right thing, this workshop is for you.
- Gain in-depth understanding of JTBD theory and the different approaches to applying it
- Learn how JTBD can bring research insights to guide your product strategy & design
- Understand the foundations of the Outcome Driven Innovation (ODI) framework
- Learn the mechanism of the JTBD Switch interviews
- Synthesise jobs to give clarity to your product vision
More about the day
What we will achieve
- Clarity on JTBD theory and the approaches
- “Play” with different JTBD frameworks and tools
- Use JTBD methods for better product research
- Apply JTBD thinking to product design decisions
- Learn how to adapt JTBD methods to our needs
Hands-on exercises include
- Practicing the original JTBD Switch interview technique
- Adapting the Switch interview technique
- Writing lightweight Switch interview scripts
- Interviewing for outcomes
- Capturing functional, emotional and social jobs
- Analysing Switch interviews for insights using the Four Forces
- Writing job statements, outcomes statements and job stories
- Evaluating how JTBD fits into your product process
None. You will get most value out of this workshop if you have some prior product research and design experience.
Have a question? Get in touch.