Cohort 4

Learn the E2E process for planning and conducting customer JTBD research. Get hands-on experience planning and performing interviews.

JOHN GUSIFF

CX Strategist

Customer JTBD Interviewing Skills

As part of my Customer JTBD Interviewing Skills course on Maven, I guide you through the end-to-end JTBD Research Process that I use with my clients Here’s an overview of what you’ll learn: Formulating a Hypothesis: We’ll start by identifying key assumptions about your customer’s Jobs to Be Done (JTBD) and their motivations. You’ll learn how to create an initial hypothesis informing both your recruitment and interview structuring. Planning and Recruitment: Understand the best practices for identifying and recruiting participants that represent the different situational contexts and motivations relevant to your research. Creating the Interview Guide: Using JTBD interview cards, you’ll build an effective interview guide. These cards act as prompts for in-depth interviews, ensuring you cover all necessary aspects of the customer’s journey or progress. Conducting Team Interviews: Learn to facilitate team-based JTBD interviews using The Wheel of Progress®, a structured framework that uncovers the underlying drivers of customer behavior at each stage of the journey. Aggregating and Synthesizing Findings: After conducting interviews, you’ll learn to analyze and aggregate insights to identify patterns, needs, and opportunities for enhancing and improving customer progress. Defining Desire for Progress Statements: Finally, you’ll develop Desire for Progress Statements, highlighting the underlying stories, that clearly articulate what progress your customers are trying to make, allowing you to better align solutions with their needs. Throughout the course, you will not only learn the theory but also apply it to a real-world case study of your choosing, working collaboratively in a cohort team. This hands-on approach ensures that you’ll leave with practical skills ready to be implemented in your projects.

Aquire the skills and methods to perform Customer JTBD interviews yourself:

The Marketer who wants to better tailor their messaging to the core jobs-to-be-done (aspirational, functional, emotional, social)

A Product Manager who wants to fall in love with problem (based upon jTBD research) prior to thinking about the solution.

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

Who is this course for

What you’ll get out of this course

Learn the E2E process for planning and conducting Customer JTBD research

Practice both facilitating and listening roles during actual Customer JTBD interviews

How to conduct Customer JTBD interviews as a team (planning, structuring and execution)

Aggregating and synthesizing insights across multiple interviews

Formulating Desire for Progress Statement(s) based upon interviews

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Creator of The Wheel of Progress® framework

What people are saying

Meet your instructor

This course is designed for multiple Teams to each go through a Case Study of their collective choice from start to finish. Planning, conducting, and synthesizing findings across two to four customer JTBD interviews.

Four Cohort Sessions

Outside of LIVE cohort class sessions to provide guidance and direction, educate on methods, check-in, and review share outs by each team. An additional 6 to 8 hours will be required by your Teams to recruit participants, conduct the interviews, and synthesize findings.

The Case Study Itself

Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class.

Maven Community

Course schedule

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

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About this course

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