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Dan Lockton

  • Dan is Assistant Professor and Chair of Design Studies at Carnegie Mellon University in Pittsburgh, Pennsylvania, and founder and director of the Imaginaries Lab, a new research group. He is a researcher specialising in the links between design and human action, drawing on influences from a range of fields, brought together in the Design with Intent toolkit (2010). Dan is interested in questions of how we understand the world—institutions, the environment, cities, infrastructures, technologies and complex systems around us—how they, in turn, understand us, and what we do about it. He is also a visiting tutor at the Royal College of Art, London.

Fri

25

14:00 - 17:30

Aud III
Workshop

New Metaphors

Details coming soon...

Thu

25

11:25 - 12:00

Auditorium I
Talk

Practical Jobs To Be Done: A Way Of Seeing

The concept of jobs to be done provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need. 

For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress. 

Viewing customers in this way – as goal-driven actors in a given context – shifts focus from the psycho-demographic aspects to needs and motivations. Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing. 

In this presentation, I will highlight concrete ways to apply the jobs to be done in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.