BOB MOESTA
Customer Discovery Interview Techniques Based On Jobs-To-Be-Done Theory
BOB MOESTA
Co-architect of the Jobs-to-be-Done theory, bestselling author, ex-product advisor to Basecamp, Intercom
Starting date - To be scheduled in October - December
Understanding your users can make the difference between the success or failure of your product. Well-conducted interviews can reveal the reasons users “hire” your product to advance in their lives and the timeline that got them there.
Join Bob Moesta, co-architect of the Jobs-to-be-Done theory, during this interactive live workshop to learn from how to effectively plan, conduct, and process an interview based on the Jobs-to-be-Done theory.
Product managers
Product owners
Founders
Designers
Developers
Marketers
ABOUT
THIS WORKSHOP
WHY TAKE THIS WORKSHOP?
Understanding your users can make the difference between the success or failure of your product. Well-conducted interviews can reveal the reasons users “hire” your product to advance in their lives and the timeline that got them there.
Jobs-to-be-Done theory provides an excellent framework that helps you leverage the force of your customers’ behaviour, in order to drive your product improvement.
During this interactive live workshop, you’ll learn from Bob Moesta, co-architect of the Jobs-to-be-Done theory, how to effectively plan, conduct, and process an interview based on the Jobs-to-be-Done theory.
All How to Web workshops consist of live sessions with the instructor, with no recorded materials, so you can discuss your problems and get your questions answered.
WORKSHOP ACTIVITIES
Before the workshop
Previous to the workshop, Bob will provide you with a warm-up reading of some of the Jobs-to-be-Done fundamentals.
1st session
During the first live session of the workshop, Bob will go through the fundamentals of Jobs-to-be-Done, conduct a full Jobs-to-be-Done interview and answer your questions directly.
Homework
As a homework, you will apply the Jobs-to-be-Done principles and interviewing technique and do a full-length interview with one of your users or clients.
2nd session
During the second session, Bob will answer your questions regarding your experience and provide you with advice on how to improve your interviewing technique.
MAIN TAKEAWAYS
Jobs-to-be-Done theory
Discover how customers’ behaviors are driven by the progress they are trying to make and the circumstances they are in.
Interviewing technique
Observe and practice interviewing customers to discover why and how they choose and use specific products and services.
From insights to specifications
Create a concise summary of customer Jobs-to-be-Done to inform product development and improvement.
Timeline
Get ready for an interactive learning journey with one of the world’s top specialists in product innovation.
Pre-workshop recommended reading
Live interactive workshop
Homework exercise
Live interactive follow-up & Q&A
finish
Who is
BOB MOESTA
Bob Moesta is a founder, maker, innovator, speaker, and now a professor. Pioneer of Jobs-to-be-Done theory, an expert on creating, developing, and launching new products and services. His work with tech companies such as Intercom, Basecamp and many more has helped adapt the Jobs-to-be-Done theory to technology products.
Among the principal architects of the Jobs-to-be-Done theory in the mid-90s along with Harvard Business School Professor Clayton Christensen, Moesta continued to develop and apply the innovation framework to everyday business challenges.
WHAT IS
Jobs-to-be-Done
People don’t simply buy products or services; they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities.
The theory of Jobs-to-be-Done is a framework for a better understanding of customer behavior. Jobs Theory goes beyond superficial market demographics or product attributes categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do.
WHAT YOU’LL LEARN
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Jobs-to-be-Done Theory
Discover how customers’ behaviors are driven by the progress they are trying to make and the circumstances they are in.
-
Jobs-to-be-Done Interviews
Observe and practice interviewing customers to discover why and how they choose and use specific products and services.
-
Jobs-to-be-Done Specifications
Create a concise summary of customer Jobs-to-be-Done to inform product development and improvement.
BOOK YOUR
LIMITED SEAT
Customer Discovery Interview Techniques Based On Jobs-To-Be-Done Theory
Starting date - To be scheduled in October - December
