Masterclass: Customer Interviews using JTBD (Attendee Info)

Everything you need to know for your Masterclass

This masterclass is an opportunity to learn how to put the theory into practice with Bob Moesta, a leading thinker in the field and one of the most brilliant business teachers on the planet. 

DateTimeZoom Link
Session One (3 hours)16 June 202111:00 – 14:00 ET / 16:00 – 19:00 BSTClick here to join the session
Session Two (2 hours)23 June 202111:00 – 13:00 ET / 16:00 – 18:00 BSTClick here to join the session


What will you learn? 
Jobs-to-be-Done theory: Discover how customers’ behaviours are driven by the progress they’re trying to make and the circumstances they’re in. 
Interviewing technique: Observe and practice interviewing customers to discover why and how they choose and use specific products and services. 
From observation to insight to product specification: Create a concise summary of customer Jobs-to-be-Done to inform product development and improvement. 


Prework

Videos to watch

Recommended

If you want more background on Intercom’s Jobs research and how they applied it, here’s a great talk from Sian Townsend

If you’re not familiar with Bob Moesta’s background and approach, this is the best interview around (from the hundreds he’s recorded). 

You can also check out Bob’s 2013 BoS Conf session on JTBD

The Jobs Story (Template) 

Job stories should provide context and focus on the motivation of your user, not the implementation. 
When [situation], I want to [Motivation], so I can [Expected outcome] 

EG: When I go to BoS conference, I want to talk to Bob Moesta, so I can understand why my customers are not buying our new widget and save my job

Schedule time to interview customer using Jobs-to-be-Done.

Between sessions, you will apply the Jobs-to-be-Done principles and interviewing techniques you have learned to conduct a full JTBD interview with one of your users or clients. 

In the second session you’ll discuss your findings and Bob and Nopadon will answer your questions and offer advice about how you can improve your interview technique