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Summary
Jochem Van Der Veer and Jim Kalbach discuss the Jobs to Be Done (JTBD) framework, its integration with experience design, and its application in understanding user needs. Jim emphasizes the importance of precision and complementary techniques in JTBD, explaining how it enhances traditional methods like journey mapping. They explore the hierarchy of target jobs, the significance of job metrics, and the ROI of implementing JTBD in organizations.
They delve into the Jobs to Be Done framework, discussing its importance in prioritizing opportunities, understanding unmet needs, and fostering collaboration within teams. They explore the timeless nature of jobs, the longevity of research findings, and the common pitfalls organizations face when implementing this framework. The discussion also highlights the balance between leveraging AI for research and the necessity of human insight in understanding customer needs.
Guest Bio
Jim is an expert at the intersection of experience design, innovation, and new ways of working. With a deep passion for creating meaningful user experiences and driving organisational change, Jim has authored five influential books on these subjects including : The JTBD Playbook (Rosenfeld, 2020) and Collaborative Intelligence (Wiley, 2023).
In 2020, Jim co-founded the JTBD Toolkit, a comprehensive online resource dedicated to the "Jobs to Be Done" framework. With years of experience in design thinking, remote collaboration, and product development, Jim is Chief Evangelist at Mural - the whiteboard software company and sought-after speaker and thought leader in the design and innovation space.
Chapters:
00:00 Introduction to Jobs to Be Done Framework
02:46 Complementary Techniques in Experience Design
06:05 Understanding Precision in Jobs to Be Done
09:03 Target Jobs and Hierarchy of Abstraction
11:49 Job Metrics and Their Importance
15:07 B2B Example: Health Insurance Job Metrics
17:59 Qualitative Research in Jobs to Be Done
21:14 The Value of Job Metrics for Underwriters
24:00 Scaling Jobs to Be Done in Organizations
26:53 Decision Making and Rituals in Organizations
32:18 Data Integration and Jobs to Be Done
36:28 The Longevity of Jobs to Be Done Research
37:50 Collaboration vs. Research in Jobs to Be Done
39:43 Operationalizing Jobs to Be Done
41:30 Facilitating Team Collaboration
43:16 Understanding Metrics: NPS and Jobs to Be Done
44:41 Common Mistakes in Jobs to Be Done
48:31 Delivering Insights to Teams
51:21 Balancing AI and Human Insight
56:54 Complementary Roles of AI in Research
Link to book - https://g.co/kgs/zTgBXnE
Follow Jim - https://www.linkedin.com/in/kalbach/
