Head of Customer Success at MURAL
Practical Jobs to be Done: A Way of Seeing
The concept of Jobs To Be Done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma. It’s a straightforward principle: people “hire” products and services to get a job done.
Although companies like Strategyn and The Rewired Group have been using JTBD for many years, the framework has gotten a lot of attention recently. Still, practical approaches to applying the concept of JTBD in real-world settings is largely missing. This workshop is designed to give you concrete, practical skills use can use to apply JTBD right away to your work. We’ll work in groups to get hands-on experience and have lively conversations.
Here’s what we’ll cover:
- Brief background on core concepts of JTBD
- Using JTBD to structure user research and find opportunities
- How to apply JTBD to product development and design
- Further uses of JTBD, e.g., structuring content and recording customer feedback.
After this session you’ll be able to:
- Understand core concepts of JTBD
- Apply JTBD to current projects and efforts at work
- Extend the ways in which you view customers
This session is geared for intermediate to advanced designers looking to further understand the notion of JTBD and be able to work with the approach in a practical way. We will not cover how to investigate and identify jobs to be done in this session. Please see Steph Troeth’s workshop to learn how to research JTBD.
About Jim Kalbach
Jim is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently Head of Customer Success at MURAL, the leading online whiteboard.
Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, Lexis Nexis, and Citrix. Before returning to the US in 2013, after living for fifteen years in Germany, Jim was the co-founder of the European Information Architecture conferences. He also co-founded the IA Konferenz series in Germany. Jim plays jazz bass in jam sessions and combos in Jersey City, where he currently lives. In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly, 2007). His second book, Mapping Experiences (O’Reilly, 2016), focuses on the role of visualisations in strategy and innovation.