Özlem Yüce

Product Management (F) 2018
Product Management (F)
Friday 10:30 - 11:15

Session type: Workshop (without computers)
Session level: Suitable for all

Develop Better Products by Understanding “Jobs to be Done” – workshop

Session video

Jobs to be Done (JTBD) is an interview technique and way of thinking for revealing deeper insights into why people choose a product or service. Using JTBD helps us to avoid building stuff that no-one wants. It is a way to better understand what a product or service really needs to do. Why this matters: The first principle of the Agile Manifesto says: “Our highest priority is to satisfy the customer through early and continuous delivery of valuable software”. And yet, 15 years later, we still see a lot of organisations delivering software that generates very little or no value. The main reason is quite simple: it doesn’t satisfy customers, because it doesn’t help them with their Job to be Done.

No team wants to build a product that no-one wants. Not only is this a waste of time and money, but it is a huge waste of precious human potential. How can we do better? Stop fooling ourselves: Part of the problem is that we have so many cognitive bias that we have to fight against. We are prone to fooling ourselves into believing that we really do know what customers want – treating bold assumptions as facts. As a result, we spend most of our time adding new features, iterating on our products and blindly following product roadmaps that actually get us nowhere at all.

JTBD helps us better understand what users and customers are trying to get done, as well as their purchase decisions. Armed with this information we are in a much better position to test different solutions that are more focused on what customers are more likely to actually use.

Learning outcomes:

  • Why JTBD helps us understand customers needs
  • How to discover the Jobs that customers are trying to do
  • How to interview customers to reveal their JTBD
  • How to incorporate JTBD in your thinking about problems and solutions
  • How to use JTBD as a lens for improving your product/service
  • Understand how JTBD is different to Personas



Ozlem is a passionate, highly skilled and knowledgeable product development consultant who leverages modern management principles, practices and methods. She has over 15 years experience working in product management and software development, working with senior executives, stakeholders and teams. By influencing the way people think and act in the complex environment of product development, she enables organisations to innovate faster.

Ozlem has a proven track record of helping teams quickly deliver value while also improving quality, making lasting and measurable improvements in the way they work. She regularly speaks at international conferences and recently co-authored an IEEE paper on the use of Cost of Delay as a prioritisation framework at a Fortune 500 company.

The paper and her work at Maersk was referenced in the best-selling book in the Eric Ries Signature Series: “Lean Enterprise – How High Performance Organisations Innovate at Scale”.


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