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 to define user needs. Based on several years of using JTBD in her own work, in this talk, Steph will demystify the applications of JTBD Theory, and discuss how you can apply it in your product research and design process.
English spoken ??