Turing Fest - Tech Conferences & Events Logo

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

The live experience

Get tickets to Turing Fest 2023!

Get front row seats to Europe’s best cross-functional tech conference.
Two days of inspiring talks, roundtables and networking with the brightest and best of the tech & startup world.

    Share article:
    Stay In the loop

    Subscribe to our newsletter for exclusive content!

    Get the content that’ll help you to grow your startup delivered to your inbox, every fortnight

    By submitting this form you are consenting to receive marketing communications from Turing Fest. Read our privacy policy here.
    Live experience

    Get tickets for Turing Fest 2023!

    Join 1000+ tech professionals for 2 days of learning at the UK’s leading startup event in Edinburgh on 28th-29th June.

    You might also like...

    Get ready for Turing Fest 2023, the UK’s leading startup event. Come together with 1000+ attendees in Edinburgh on June 28th…
    Take a look at some of our favourite moments from Europe’s best cross-functional tech conference, and hear what the attendees, speakers…
    London-based unicorn Paddle recently paid $200m to acquire Profitwell, a bootstrapped Boston startup….
    Never miss a thing

    Sign up for exclusive updates

    Be the first to know about upcoming events, news and ticket offers!

    By submitting this form you are consenting to receive marketing communications from Turing Fest. Read our privacy policy here.