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Designing for Digital 2016

April 6–7, 2016

Austin, Texas

View the accepted and peer-reviewed sessions for the Designing for Digital Conference, April 6-7, 2016.

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D14 - Don't Ask Customers What They Want

Thursday, April 7, 2016 at 1:15 PM–2:00 PM Central Time (US & Canada)
Room 103

Innovation, Ux, Jobs-To-Be-Done, User experience, JTBD, Tools, Methods, Customers,

Learning Objectives

At the end of the session attendees will have grasped the key concepts behind the 'Jobs-To-Be-Done' (JTBD) innovation and Ux method. Through the examples presented they will also gain an appreciation of how the method can be deployed and how it can be used to evaluate existing products and services and innovate new ones. The following comment from Robert Gordon University (Aberdeen) gives a flavour of librarian responses to Ken Chad's work: “We found the [Jobs-To-Be-Done] workshops really helpful from two perspectives. First it helped to have an innovative new way to look at the issues and problems and secondly it gave us some clear outputs which we can use to develop our services”.
Diane Devine, Robert Gordon University


The ‘Jobs-To-Be-Done’ (JTBD) methodology is widely adopted in the business world, often in the context of innovation and Ux. Ken has adapted it for the library sector and will share some insights and practical outputs from his work with a number of organisations including Cambridge University, Universiy of Westminster, London and Robert Gordon University Aberdeen.


Ken Chad, Ken Chad Consulting Ltd

Session Materials