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.
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
01
The Marketer who wants to better tailor their messaging to the core jobs-to-be-done (aspirational, functional, emotional, social)
02
A Product Manager who wants to fall in love with problem (based upon jTBD research) prior to thinking about the solution.
03
The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.
04
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.
Customer JTBD Interviewing Skills
Course syllabus
Week 1
Feb 8—Feb 11
Week dates are set to instructor's time zoneEvents
- Feb
8
Session 1: Introduction and Overview of E2E JTBD Research Process
Session 1: Introduction and Overview of E2E JTBD Research Process
Thu, Feb 8, 3:00 PM - 4:30 PM UTC
Week 2
Feb 12—Feb 18
Week dates are set to instructor's time zoneEvents
- Feb
13
Session 2: Select a Case Study for your Team
Session 2: Select a Case Study for your Team
Tue, Feb 13, 3:00 PM - 5:00 PM UTC
Week 3
Feb 19—Feb 25
Week dates are set to instructor's time zoneEvents
- Feb
22
Session 3: Case Study Check-in and Synthesizing Multiple Interviews
Session 3: Case Study Check-in and Synthesizing Multiple Interviews
Thu, Feb 22, 2:00 PM - 4:00 PM UTC
Week 4
Feb 26—Feb 29
Week dates are set to instructor's time zoneNothing scheduled for this week.
Post-Course
Events
- Mar
1
Session 4: Case Study Share Outs and Other Topics
Session 4: Case Study Share Outs and Other Topics
Fri, Mar 1, 2:00 PM - 4:00 PM UTC
- Mar
11
FINAL Share Outs and Celebration!!
FINAL Share Outs and Celebration!!
Mon, Mar 11, 2:00 PM - 4:00 PM UTC
What people are saying
Don Garza
Minh Tran
Kyle Sandburg
Eckhart Boehme
Meet your instructor
JOHN GUSIFF
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.
Be the first to know about upcoming cohorts
Customer JTBD Interviewing Skills
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
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