[Online] User Research + Jobs To Be Done; what's in it for us?

DETAILS
ONLINE Zoom event. Join us wherever you are!

— GMT: 6.30pm - 8.00pm
— CET: 7.30pm - 9.00pm
— EDT: 2.30pm - 4.00pm
— PT: 10.30am - 12.00pm

Meeting via Zoom webinar:
[Link]
https://us06web.zoom.us/j/82288023934

[Password]
472210

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Hello everyone!

Jobs To Be Done (JTBD) has been around for a while, and user researchers are asking themselves if it is a method they should use.

We are excited to have two speakers on board for this event who will give us their view on how this method might be beneficial for us or not.

Steph Troeth, an independent strategist and researcher and Tom Hoy from Stripe Partners, a global strategy and innovation studio, will cover everything from an introduction to JTBD to a detailed case study.

Talks are 20 mins, with 5 mins for questions. And follow us on Twitter, tweet and re-tweet (https://twitter.com/researchthing).

Thanks to:
— Zebra People (https://zebrapeople.com/) for sponsoring us,
— UXPA (UK) (https://uxpa-uk.org/) for supporting us.

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THE TALKS

1. Steph Troeth
   Understanding JTBD
   Jobs To Be Done (JTBD) has increased in popularity in recent years as an approach for uncovering the roots of user needs and providing methods for product prioritisation and sense-making. How does JTBD fit in with existing research toolsets and frameworks? In this session, Steph will explain what JTBD is and examine how we can get the best out of this method from a research perspective.
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   Steph is an independent strategist and researcher. Most recently, she was a senior research consultant with Healthily, a health startup based in London. Before that, she was a senior researcher on contract at Google, working on their internal product suite that keeps Google's services up 99.999% of the time. In addition, she was the Head of Research at Clearleft, working with clients such as Spotify, Virgin Holidays and Greater London Authority. She also previously led design research at the Telegraph and spearheaded European customer research with MailChimp. In 2020, she took a writing sabbatical to progress on a book on storytelling techniques and product strategy.

In 20 years of working in the digital industry, Steph has worn many hats, including the product lead for a startup in digital publishing and the director of technology at a digital agency in Montreal. She is also a regular speaker at conferences and guest lectures annually at the University of Greenwich. She has an entirely unrelated addiction to writing science fiction short stories. When not bound to a digital device, she makes things by hand, grows edible flowers, and tends to cook enough to feed a continent at a time. She now lives on her 4th continent on her 4th island in the UK.

2. Tom Hoy
   The limits of JTBD: how Spotify is making recommendations more meaningful
   JTBD is a highly effective tool, but in practice, it can sometimes limit how companies think about users, their goals, and the value it's possible to create for them. In this talk, Tom will speak about an ethnographic project with Spotify. They developed an approach to make music recommendations genuinely meaningful, inspired by Sociologist Lucien Karpik.
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   Tom Hoy is co-founder of Stripe Partners, an innovation consultancy that draws on the social sciences to solve business problems. Tom advises clients including Spotify, Facebook, Google and Intel on product and service innovation.