13-15 June 2018

Dynamic Earth, Edinburgh

Getting started with Jobs-To-Be-Done

Session type:

Session duration:
45 minutes

Presented by:

Andy Irvine


About this Tutorial

You’ve probably heard of Jobs-To-Be-Done (JTBD) theory. You think it sounds great, but you’re unsure where to get started.

Let me guide you through the core concepts of JTBD, the switch interview, and how to synthesise all those juicy insights into something that will inspire your colleagues to solve customer problems.

What we’ll cover:

  • core concepts of JTBD
  • the switch interview
  • documenting what you’ve observed
  • synthesising interviews
  • communication ideas

After the session you’ll be able to do:

  • understand the fundamentals of JTBD
  • run a series of switch interviews
  • communicate your JTBD insights to your organisation

About the Speaker

Andy is UX Team Lead at FreeAgent, one of the UK's largest, and most popular, online accounting software providers. Andy helps the FreeAgent team understand customers and ensures the right things are made, and the right things are right. Right.

Prior to FreeAgent, Andy was Head of UX at Blonde, helping guide organisations like Royal Mail, 2014 Commonwealth Games, ScotRail and IRN-BRU through the choppy waters of creating great experiences for their customers. A self taught UXer, he's worked in digital since the heady days of 1999.


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