Continuing Inventing with jobs to be done

Inventing with jobs to be done

Jillian Wells at UX Brighton 2016

Jobs to Be Done 0:11Explains the Jobs to Be Done technique and how Intercom uses it in software product research.
Persona Development 3:04Describes how personas were commonly used in Silicon Valley research presentations before introducing JTBD.
Journey Mapping 3:55Notes personas showing up inside journey maps alongside behavioural analysis in research presentations.
Insight Synthesis 30:08Organises job stories on post-its into an affinity diagram mapped to high-level jobs.
Concept Testing 34:14Combines Jobs to Be Done interviews with concept testing so teams can validate assumptive job stories early.
Prototyping 34:21Schedules customer interviews before prototyping so assumptive job stories are checked first.

Books, research, ideas and people referenced in this talk.

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Blue Ribbon Sports and Nike 00:41Jillian describes Blue Ribbon Sports as the company that later became known as Nike.
Intercom 00:06Jillian introduces herself as a Senior Product Researcher at Intercom.

Personas 03:12Jillian explains that a persona can include an image, a fictional name and facts about the person's goals, needs and technology level.
Journey maps 03:55Jillian says personas appeared in journey maps alongside presentations of behavioural analysis.
Jobs to Be Done 06:07Jillian introduces Jobs to Be Done as a research methodology.

Clayton Christensen 09:51Jillian says Clayton Christensen of Harvard Business School became a major advocate of the Jobs to Be Done technique.