WORKSHOP
Strategy & Biz Day
About this Workshop
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.
Who is it for?
This workshop is for senior designers, UX researchers, and design leaders who want to strengthen their influence on product strategy and decision-making. It’s ideal for those looking to move beyond opinion-driven decisions by using the Jobs to Be Done (JTBD) framework to uncover real user needs, align cross-functional teams, and prioritize ideas based on impact
About the Facilitator
Originally born in Brazil, I currently live in Germany, where I work as VP of Design Strategy at SAP SuccessFactors. Working in the Information Technology industry since 1998, I've been a juror for several international design competitions. As an Information Design specialist, I served on the board of the Brazilian Society of Information Design and held several lecturing positions in various design programs around the world, including the Department of Design of Universidade Federal de Pernambuco (Brazil), École de Design Nantes Atlantique (France), Lasalle College (Mexico), and Raffles Design Institute at DongHua University (China).