Practical Service Design Event
October 20th, 11am pst

Jobs to be Done
with Jim Kalbach


Join us for a very special webinar and Q&A with Jim Kalbach on October 20, 11am (PST). Jim is a leading proponent of end-to-end experience design, who is actively teaching and putting in practice Jobs To Be Done (JTBD) framework as a way to deeply align design efforts to true customer needs.


JTBD is a fantastic way to articulate the core customer needs and how you perform and provide service to meet those needs. It goes beyond user stories, journeys, or blueprints, and taps into the core humanity of what it means to design for service. JTBD should be a tool in every service designer’s toolkit, and we are excited to offer the community an opportunity to learn from Jim!


Get a head-start, and check out these great resources on JTBD as shared by the community over the past week:

About Jim

Jim is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Customer Success at MURAL, a leading online digital whiteboard. Jim is the author of two O’Reilly books: Designing Web Navigation (2007) and Mapping Experiences (2016). He blogs at and tweets under @jimkalbach.

Mapping Experiences


Interested in how you can use your newfound "Jobs to be Done" and apply them to your work? Check out Jim's book on Mapping Experiences! Find it on Amazon

Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.