What ‘milkshakes’ and ‘jobs to be done’ can teach UX

The marketers and product managers have caught up. Suddenly they’re interested in embedding customer needs into their products and services through the Jobs To Be Done (JTBD) approach. Good news: JTBD aligns really well with UCD philosophy and can actually enhance our UX practice and effectiveness. Bad news: there’s a lot being written about it, but very little from a UX perspective. In this presentation we’ll try and fix this. We’ll explain how we’re applying it at the Australian Broadcasting Corporation, share our our war stories and (hopefully) accelerate your learning.

This talk is for people who want to move their UX practice upstream to ensure that product and service decisions are guided by customer insight. In it we’ll show how JTBD’s rigorous qualitative and quantitative approach can embed customer empathy in product and service roadmaps. And, how framing UX practice through a JTBD lens can make marketing and product managers our strongest allies.

The talk will have three parts:

  1. An explanation of the JTBD framework.
  2. An overview of how JTBD links qualitative research and quantitative surveys to define and prioritise customer value, and how UX methods (Ethnographic Research, Journeys, Mental Models, Task Models and Personas and so on) can enhance this approach.
  3. A case study of how we’re using JTBD to strategise the future of Radio & News at the ABC.

Presentation audio

Presentation