In the last 5 years, the popularity of personas as a research methodology has declined, whereas a new methodology, jobs-to-be-done, is gaining a lot of traction, and for good reason. Jobs-to-be-done (JTBD) is an efficient, flexible research methodology that can help hardware and software teams alike create innovative product and features.
This talk will detail what the JTBD technique is, and how to put the JTBD technique to practice through exploring useful case studies. It will skip the fundamentals of what qualitative research is, and will go straight into how to put the new research technique to practice. With real case studies being shared in the talk, people who attend will takeaway:
- How JTBD differs from personas, and how job stories differ from user stories
- When to use JTBD, including when to use the ‘JTBD Switch Technique’ and when to write job stories
- At what point in the product development process is it most useful to introduce job stories
- How to create and organise job stories following a research study
- Tips on how to best work with product teams to make job stories useful in product development
It is encouraged that talk attendees have experience conducting or participating in qualitative research.