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Andy Irvine – Jobs-To-Be Done: The User-Centered Trojan Horse

November 22, 2021


Customer value = business value

It’s a no-brainer to say that a business is more successful when it makes stuff that meets their users’ needs. That’s where User-Centered Design (UCD) comes in, right? But even the best companies struggle to use UCD processes to pinpoint value for their customers. I believe the problem is the word “design”. Design is misunderstood and speaks a different language to the rest of the business.

As a UX researcher and massive UCD advocate, Jobs-To-Be-Done has been a revelation when it comes to helping my business focus on their users, mainly because it’s not a design tool.
Find out how designers, researchers, and PM’s can use Jobs-To-Be-Done as a sneaky-wee UCD Trojan horse to unleash user-centered design from the inside

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