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Wednesday, August 7 • 14:00 - 15:15
Understanding Customers using Jobs To Be Done (Kathryn Kuhn) POPULAR

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"People don't want a ¼” drill bit. They want to make a ¼” hole" - Clayton Christensen. In his best selling book The Innovator's Dilemma Christensen advocates for a method called Jobs-To-Be-Done to learn how to better understand what goals your end user's are trying to achieve and how your end users relate to those goals emotionally. Come to this fast past and highly interactive workshop to learn how to use this framework to understand your users better BEFORE designing solutions for them.

Learning Outcomes:
  • * A basic understanding of Jobs to Be Done framework and the goals you can achieve using this framework
  • * Practice creating a Scenario Map for a specific problem space applying the principles of Jobs to Be Done
  • * Practice creating an Opportunity Map for a specific problem space applying the principles of Jobs to Be Done
  • * Learn of common applications of Jobs to Be Done and scenarios where it has been helpful in understanding customers
  • * Compare Jobs To Be Done with other common techniques for understanding what customers want to help determine when Jobs To Be Done might be a helpful addition.


avatar for Kathryn Kuhn

Kathryn Kuhn

Agile Expert, McKinsey & Co
Kathryn is an Agile Transformation Lead working at the intersection of her core expertise in Agile, Lean and Design Thinking and startling new technologies (e.g., Artificial Intelligence, Machine Learning) to bring a human-centered approach to enable clients to be Value First in their... Read More →

Wednesday August 7, 2019 14:00 - 15:15 EDT
Chesapeake A/B/C