Jobs-to-Be-Done for Better Product Strategy

What are the real reasons users choose one product over another? How can we find out if we are truly meeting their needs? Jobs-to-Be-Done (JTBD) theory provides a way to unpack the complex motivations in why someone might “hire” a product to do a “job” and methods to pinpoint strategic opportunities. Originating in market research and strategy, Jobs-to-Be-Done is an approach that is rapidly being recognised and adopted by product teams and UX practitioners worldwide as an effective way to identify and 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.

You’ll learn about:

• JTBD theory and the different approaches to applying it
• The original interview approach for Switch interviews (which you will have the opportunity to practice in the session)
• How to write lightweight script for Switch interviews
• Undertaking high-level analysis using JTBD timeline and forces
• How to combine the Switch interview with other UX methods
• Job stories, job statements, outcome statements and how you might use them in a product context
• Demand thinking and the development of jobs-as-progress

Anyone who is involved in the strategic direction or the design of a product will get value out of this workshop. 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.

Bio

Steph is an independent strategist and researcher. She was most recently the Head of Research at digital agency Clearleft, where she helped companies and organisations build customer intelligence through combining design research with other disciplines. Previously, she led design research at the Telegraph and spearheaded European customer research with MailChimp. In 20 years of working in the digital industry, Steph has worn many hats, including a product lead for a startup in digital publishing and a director of technology at a digital agency. She is also a regular speaker at conferences and guest lectures annually at the University of Greenwich. When not bound to a digital device, she makes things by hand, grows edible flowers and has a tendency to cook enough to feed a continent at a time. She now lives on her 4th continent on her 4th island in the UK.duct management cycle. Create well-researched insights that deliver solid guidance for product strategy decisions. Put the user in the center of every strategy discussion.