Episode description
Discovering customer motivation is the core part of UX research! Today you'll learn to do it using Jobs to Be Done methodology (JTBD). Our special guest is Eric White, a customer-insight consultant who helps businesses understand why their customers buy. You'll discover the JTBD principles, and learn how to run an effective customer interview.
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Show Notes- Intercom on Jobs-To-Be-Done (book)
- Bob Moesta — original architect of JTBD framework
- Ash Maurya on Jobs-to-be-Done and Running Lean
- Getting Started with JTBD — Eric's learning guide with links and resources
- Eric's website
- Follow Eric on Twitter: @ericmwhite
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