Customer JTBD Interviewing Skills

4 Weeks


Cohort-based Course

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

Course overview

Describe the transformation students will have in your course

As part of my Maven course on JTBD Interviewing Skills I teach you the E2E JTBD Research Process that I utilize with my clients covering:

-> Formulating a Hypothesis

-> Planning and Recruitment

-> Creating the Interview Guide (using JTBD interview cards)

-> Conducting Team Interviews (using The Wheel of Progress®)

-> Aggregating and Synthesizing Findings

-> Defining Desire for Progress Statements

You get the opportunity to both learn and apply it as part of a Case Study of your choosing (as a cohort team).

Who is this course for


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).

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

This course includes

5 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules

    What people are saying

            Capturing and organising ‘jobs’ in real time during interviews can be the toughest part of applying JTBD theory. However, John has a great skill in simplifying the art of job interviews into tangible steps. His Mural templates and interview approaches make it easy for anyone to build the confidence to start conducting JTBD interviews.
    Don Garza

    Don Garza

    Service Designer, Opencast
            We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.
    Minh Tran

    Minh Tran

    Senior Director of CX Gympass
            The Forces and Desires Model taught in this course is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior related to moving in, repairing, upgrading, maintaining or improving their home.
    Kyle Sandburg

    Kyle Sandburg

    Former VP Strategy,
            John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing when conducting JTBD-based insights research.
    Eckhart Boehme

    Eckhart Boehme

    Creator of The Wheel of Progress® framework

    Meet your instructor



    CX Strategist

    John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

    He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

    He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

    Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

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    Course schedule

    Four Weeks; 4-6 hours per week
    • Four Cohort Sessions

      1.5 to 2 hrs per session of Instruction

      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.

    • The Case Study Itself

      6 to 8 hours

      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.

    • Maven Community

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

    Learning is better with cohorts

    Learning is better with cohorts

    Active hands-on learning

    This course builds on live workshops and hands-on projects

    Interactive and project-based

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

    Learn with a cohort of peers

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

    Frequently Asked Questions

    What happens if I can’t make a live session?
    I work full-time, what is the expected time commitment?
    What’s the refund policy?
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    Customer JTBD Interviewing Skills


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