From zero to hero - Uncovering Customer Needs with Jobs to be Done

The Jobs-to-be-done framework is an approach to uncover real customer needs – far beyond the obvious surface. To obtain this goal, we are going to identify these customer needs though the creation of so called job stories. The storytelling in these job stories are helping us to identify the underlying desire of real-world users with the help of the Hero's Journey.

In this Workshop, Steffen will start with a quick introduction of Jobs-to-be-done, Jobs as Progress, and Job Stories. After that, attendees will get their hands dirty and learn how to use storytelling to write great job stories that are helping you to gain a shared understanding of the customer’s real intention to use your product.

After attending this workshop you will be able to understand how to depict customer needs in job stories and how to use them to build better products and to provide a better user experience.