UXPA 2023: Don’t Forget the Humans! Elevate Needs through Jobs to Be Done in Generative Research
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Designing new experiences is fun yet challenging since it’s tempting to immediately test new concepts with limited foundational research. We narrow our scope too soon, leading to assumptions and creating what we think our customers want instead of what they actually need. The application of Jobs to Be Done (JTBD) is a powerful, strategic framework in generative research because it enables teams to be more focused on the customers. We will start with some context-setting on Jobs to Be Done, outlining the framework principles that make it a great fit for generative research, including the components of the job statement, and their implications for moderated interviews. We’ll bring real-life examples on why and how to apply this framework, and lessons learned throughout the phases of the research. Gain practical steps to start implementing JTBD in generative research. Learn how to rally your stakeholders and center your product team around humans!
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