Steph Troeth
Head of Research at Clearleft
How to Listen for Jobs-to-be-Done
By now, you are probably familiar with the key concepts around Jobs-to-be-Done, and how you can apply it. But how do you arrive at these “jobs” in the first place?
This workshop lets you explore the principles behind the Switch interview—the core interview technique that facilitates the uncovering of jobs pioneered by Bob Moesta and Chris Spiek of the Rewired Group. You will get a chance to practice the original technique with fellow attendees and discover how to adapt it to your research needs.
We’ll cover:
- The original interview approach for Switch interviews
- High-level analysis using JTBD timeline and forces
- How to combine the Switch interview with other research methods
- How to extend the Switch interview method with narrative analysis
By the end of this session, you will be able to:
- Design and run your own Switch interview
- Extract jobs and analyse the outcomes of your JTBD-based research
- Embed narrative techniques in your research
This session is designed for intermediate to advanced researchers looking to add JTBD to their research toolset. We will not cover how to apply Jobs-to-be-Done in this session in the design process. Please see Jim Kalbach’s workshop to learn how to apply JTDB to your projects.
Please note: for this session, you should have a smart phone or laptop with you
About Steph Troeth
Steph is the Head of Research at Clearleft, where she helps companies and organisations build customer intelligence through combining design research with other disciplines. Prior to that, she led design research at the Telegraph and spearheaded European customer research with MailChimp. In over 15 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 on UX 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 East Sussex, UK.