Designers and researchers often face a frustrating reality: their work is rich with insights, yet assumptions, feature requests, or the loudest voice in the room still drive decisions. The Jobs to Be Done (JTBD) framework helps break this cycle by shifting the focus from solutions to understanding what users actually need to accomplish—providing a structured way to align teams and influence decisions with evidence-based insights. 

In this workshop, you will:

•  Strengthen your ability to influence product direction – Learn how to define and communicate user needs in a way that connects with decision-makers.

•  Master the JTBD interview process – Conduct real interviews to uncover users’ underlying motivations and pain points.

•  Turn research into action – Learn how to synthesize and present insights in a way that aligns designers, developers, and product managers.

•  Use JTBD to prioritize ideas based on real value – Move beyond gut-feel decisions and help your team align on which product features will actually make an impact.

By the end of this workshop, you’ll leave with practical tools to integrate JTBD into your daily work, making your research and design efforts more influential and effective.