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Jim Kalbach

Jim Kalbach

Principle UX Designer
Topic Delivering what customers want

As prominent Harvard business professor Theodore Levitt once put it, ”People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”  Yet all too often businesses focus on creating products and services for narrow demographic segments rather than satisfying real needs.

Jobs to be done (JTBD) theory offers an alternative: understand what customers are trying accomplish – why they “hire” a product or service – and develop solutions to address their needs. From this perspective, the job, not the customer, is the focus of attention. This approach not only helps identify and prioritize areas of innovation, it can also be used for behavioral segmentation.
Jim will outline JTBD theory and practice, and show its relevance to both marketing and design.


Jim Kalbach is a Principal UX Designer with Citrix Online. Jim is an active speaker, writer, and instructor on business design, user experience, and information architecture. He helped establish local UX groups in Hamburg, as well as organize conferences in Germany and Europe. Jim is the author of the book Designing Web Navigation (O’Reilly, August 2007). He blogs at experiencinginformation.com. He holds a degree in library and information science from Rutgers University, as well as a Master’s degree in music theory and composition.