Course Description
1-Day Jobs to Be Done (JTBD) Training (Certificate)
You may be familiar with the Jobs to Be Done concept, which helps to understand how customers use a product or service and guides product and service design. However, did you know the framework is much more profound and can be used to build deep customer insights to uncover entirely new opportunities?
Please note that you need working knowledge of Design Thinking tools and methodologies before taking this course. If you are unsure about your experience, contact us to find out if this course is the right fit for you.
If your desired session is sold out, you can always mail us at [email protected] to inquire about the possibilities!
Early Bird Price
€595,00
Homework
No preparation required
Language
English
Standard Price
€995,00
Involvement
1 full day (8 hours)
Course type
In person
About this course
During this interactive, hands-on training, you’ll work with experienced JTBD and Design Thinking trainers to:
- Identify the “struggling moments” in your customers’ lives that create opportunities for innovation.
- Map the decision-making and buying journey from problem recognition to product adoption, exploring how and why customers make buying decisions.
- Uncover hidden customer motivations and barriers through the JTBD lens and the 5 forces, focusing on functional, emotional, and social aspects of decision-making.
- Apply JTBD in real-world scenarios to validate product ideas, refine features, and eliminate guesswork from product development.
By the end of the course, you’ll be equipped with practical JTBD templates that you can apply right away, helping you shift your focus from simply selling products to supporting customers in making meaningful progress.
By conducting and observing real interviews, you’ll become familiar with the three lenses of the Jobs to Be Done Framework, which help uncover the underlying reasons that drive customers to think, “Today is the day I finally decided to buy [product or service]”. Through in-depth peer reflection, you will gain insights into how these perspectives can inform strategic decisions, driving innovation, improvement, and positioning for products and services.
What you'll learn
In this 1-day hands-on deep dive, you will learn and experience how to apply the Jobs to Be Done (JTBD) Framework as a powerful tool for understanding your customers’ true needs and motivations.
Introduction to Jobs to Be Done
What is JTBD and how can it transform your understanding of customer behaviour?
Identifying Customer Struggles
How to uncover the real problems your customers face.
The 5 Forces of Progress
Understand what pushes customers towards new solutions and what holds them back.
Functional, Emotional, and Social Jobs
Learn to categorize customer needs in ways that go beyond the functional aspects.
Mapping the JTBD Timeline
Learn the key moments in a customer’s journey from passive looking to purchase and use.
Participant profile
This course is designed for:
Product Managers or Product Owners
seeking a better way to define customer needs and understand what causes customers to buy from you instead of competitors.
Marketers and Strategists
looking to craft compelling value propositions that resonate with target audiences.
Designers
aiming to create products and services that truly solve customer problems.
Entrepreneurs
who want to align product development with customer behavior for better market fit.
Meet your coaches
Jeroen van der Weide
Partner DesignThinkers Academy Amsterdam
Jeroen is a Partner & Senior Facilitator at DT Academy. He is a driving force when it comes to facilitating teams, designing creative processes, and brainstorm sessions. He has an MA in Dutch Theatre, Film & Communications.
Jonas van Poucke
Senior Product Discovery Expert
Jonas is a product (discovery) expert with advanced degrees in Science, IT, and Education. He specializes in helping teams uncover the answer to, 'What is needed to truly satisfy our users and customers?' He applies design thinking, behavioural science and product management.
Certificate
After successful completion of the 1-Day Jobs to Be Done (JTBD) Training course, participants are awarded a DesignThinkers Academy Certificate and you can celebrate your achievement of becoming a true Design Thinker. All tools and materials will be available after the course for personal use.
