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Jim Kalbach Head of Customer Success at MURAL


14:00 - 17:30

Aud II


14:00 - 17:30

Room 1

Practical Jobs to Be Done Create Products Customers Want

The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution. It’s a straightforward principle: people “hire” products and services to get a job done.

Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the approach has gotten a lot of attention recently. Still, practical ways to applying the concept of JTBD in real-world settings is largely missing.

This workshop is designed to give you concrete, practical skills use can use to apply JTBD to create high-value products and services. We’ll work in groups to get hands-on experience and have lively conversations.

Find out how to create solutions customers want. Shift your mindset and make innovation work for your company. Help your organization see the market from the customers’ perspective–as individuals trying to get a job done.

Here’s what we’ll cover:

  • Brief background on core concepts of JTBD
  • Using JTBD to structure user research and find opportunities
  • How to apply JTBD to product design and development
  • Extended uses of JTBD

After this session you’ll be able to:

  • Understand core concepts of JTBD and creating value for customers
  • Apply JTBD to current projects and efforts at work
  • Extend the ways in which you view customers
  • Help your organization shift it’s mindset

This session is geared for advanced designers and strategists looking to further understand the concept of JTBD and being able to work with the approach in a practical way.



12:00 - 12:30

Aud I

Peace is Waged with Sticky Notes

Can design have a greater impact beyond commercial settings? That’s what Jim Kalbach, author of Mapping Experiences, pondered when a global counter-terrorism organization approached him to facilitate a workshop in Abu Dhabi. Earlier this year, Jim applied mapping techniques to help understand the experience of former violent extremists.
In this talk, Jim will discuss the details of his inspiring project and reflect on some of the experiences he had working with ex-hate group members. He’ll then show his approach in applying principles of experience mapping and design thinking techniques to a non-commercial setting. In the end, our skills and methods can have an impact on the broader social good.