Episode web page: https://bit.ly/4d2nCOx

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In this episode, UserTesting’s Lija Hogan sits down with Jim Kalbach, Chief Evangelist at Mural and author of The Jobs to Be Done Playbook, to discuss how the “Jobs to Be Done” framework can transform UX and business strategy in today’s growth-focused world. Jim unpacks how this mindset helps teams align around real customer needs and bridge the gap between design and business outcomes. He also shares insights on leveraging AI as a tool to enhance—not replace—human-centered research.

Jim reflects on his career journey, his passion for experience mapping, and how reframing UX from a cost-saving function to a growth driver can earn teams greater influence in their organizations. Plus, he explains why empathy shouldn't stop at the customer—UX teams need to understand their business stakeholders just as deeply.

Key takeaways:

The evolution of jobs to be done from boardroom strategy to everyday design practice
Why UX teams need to speak the language of business—and how the word “growth” can open doors
How to gain executive buy-in by aligning with business goals and showing proof of impact
Tips for using AI to support jobs-to-be-done research and scale customer insights
The future of UX: creating more human-centric organizations by democratizing research mindsets

Resources & Links:

Connect with Jim Kalback on LinkedIn
Jim’s JTBD Playbook and Mapping Experiences books
Mural
Connect with Lija Hogan on LinkedIn
Learn more about Insights Unlocked: usertesting.com/podcast

Leverage the Jobs To Be Done framework to drive growth