Jobs to be Done (JTBD) Course for UX
Learn Jobs to Be Done for UX Design
JTBD Course Overview
This full-day workshop equips UX professionals with the tools and mindset to apply the Jobs to Be Done (JTBD) framework in their design process. Unlike traditional methods focused on personas or user stories, JTBD offers a powerful lens to uncover users' underlying motivations and desired outcomes. Through a mix of theory, interviewing practice, analysis exercises, and case studies, participants learn to extract job statements and translate them into actionable design decisions that better align with user goals.
Whether you work in B2B or B2C, JTBD helps bridge research, strategy, and execution by focusing on why users hire a product or service—and how to design experiences that fulfill those jobs. In this course you learn:
- JTBD Foundations: Learn the origin and core principles of the Jobs to Be Done framework, including functional, emotional, and social dimensions.
- Personas vs. JTBD: Understand how JTBD differs from and complements traditional personas and user stories in UX practice.
- JTBD Interview Techniques: Gain skills to conduct interviews that uncover users' true motivations and “struggling moments.”
- Job Statement Writing: Translate qualitative insights into structured job stories that guide product and design decisions.
- UX Design Application: Use JTBD insights to map user journeys and identify gaps in existing wireframes and flows.
- Strategy & Roadmapping: Integrate JTBD into product planning by linking user jobs to OKRs, KPIs, and stakeholder goals.
- Case Study Analysis: Examine real-world B2B and B2C examples to see how JTBD reshapes UX research and strategy.
Ways to attend this UX Design Course
- Live Online classes from your office or home as a regularly scheduled small group class.
- Live, in-person regularly scheduled UX Design classes in Boston or Philadelphia with a live instructor in the same classroom.
- Private training customized to your specific needs delivered in-person or online. Call 781-376-6044 or complete the Private UX Training form for more information.
- Corporate UX Training for your group or team.
Why learn JTBD for UX at AGI
- Hands-on learning: Learn UX Design using our proven method to gain skills quickly.
- Proven curriculum: We have delivered UX Design training to thousands.
- Expert instructors: Our instructors are the best in class with UX Design and are skilled UX professionals and educators.
- Small class sizes: Receive personalized attention with ten or fewer participants per class.
- Repeat for Free: If you need a refresher or miss a class day, retake the class at no cost.
All UX Design classes include
Free retake
Detailed curriculum
Live instructor
Flexible rescheduling
Certificate of Completion
Small class sizes
Course recording
Skills Learned in this Jobs to Be Done Course for UX
- Understand the theory behind JTBD and its origin in UX strategy
- Differentiate JTBD from personas and user stories
- Plan and conduct interviews that uncover jobs, not just tasks
- Write and prioritize job stories based on real user needs
- Apply job insights to redesign journey maps and wireframes
- Communicate and defend UX decisions using job-based framing
- Leverage JTBD to inform product roadmaps and feature planning
This course is available individually or as part of these certificate programs
Please call 800-851-9237 or 781-376-6044 to schedule a course.
JTBD Course for UX Outline
JTBD Foundations & Core Concepts
- What is a "job"? Origin from innovation theory and product development
- Functional, emotional, and social jobs – in UX context
- The "milkshake" story + breakdown
- What are the real “jobs” behind everyday UX tasks?
Personas vs. JTBD – Framing the Design Lens
- Why personas and user stories may fall short
- How JTBD complements or can replace personas
- Creating empathy from motivation vs. demographics
- Activity: Redesign a feature using a persona, then using a JTBD lens – compare outcomes
JTBD Interviews: Planning & Practice
- Framing questions for outcome-focused interviews
- Spotting “struggling moments” and hidden goals
- Interview structure and etiquette
- Interview and debrief on findings
Extracting and Prioritizing Job Statements
- From raw quotes to structured job stories
- Format: “When __, I want to __, so I can __”
- Prioritizing jobs: frequency, importance, unmet needs
- Write and rank job stories from sample research data
From Jobs to UX Design
- Mapping jobs to journey stages
- Spotting misalignments in UX flows and designs
- Designing wireframes to support user progress
- Review and annotate a wireframe based on job alignment
Case Studies + Strategy Integration
- Real-world B2B & B2C examples (product onboarding, retention, pricing)
- JTBD in product roadmaps, UX critique, and stakeholder pitches
- Translating jobs into OKRs and KPIs
- How can JTBD change your team's design decisions tomorrow?
7. Capstone Challenge: JTBD to Product Concept
- Teams of 3–4 apply JTBD tools to a prompt (e.g., remote collaboration, wellness app)
- Synthesize a job story, outline design response, present back
- Feedback from instructor and peers
- Demonstrate how JTBD drives strategic UX decisions
What You Will Learn
- Understand the theory behind JTBD and its origin in UX strategy
- Differentiate JTBD from personas and user stories
- Plan and conduct interviews that uncover jobs, not just tasks
- Write and prioritize job stories based on real user needs
- Apply job insights to redesign journey maps and wireframes
- Communicate and defend UX decisions using job-based framing
- Leverage JTBD to inform product roadmaps and feature planning
UX Design course instructors
AGI instructors are UX Design professionals and skilled teachers. You'll learn from a live UX Design professional that brings years of experience that will help you learn UX Design quickly and easily.
Jennifer S.
MS, Human Factors Information Design
BA, Commercial Art
UXQB Certfied
Adjunct Professor, Boston University
Grace
MS, Information Design
BA, Digital Communications
Adjunct Professor, St. Olaf
Shirley
MLA, Harvard
MS, Bentley
BS, Bentley
Custom and private UX Design classes
This UX Design course is available as a private class. Curriculum can be customized for your specific needs. UX Design classes can be delivered at your location, online, or in our classrooms. For more information, call 781-376-6044 to speak with a training consultant or contact us.
Lean UX course instructor profile
The instructors that teach Lean UX course at AGI have advanced degrees in UX-related fields. Several hold Master's of Science degrees in Human Factors Information Design. When not teaching at AGI, they teach at the college level, including at Boston University and St. Olaf College. They actively work in the UX field, having managed a UX research lab, and provide UX, UI, and design tools training for application developers, business analysts, UX teams, and developers at technology companies, retailers, apparel companies, and luxury brands. You will also find them leading professional development training sessions for professors at computer science and graduate programs and for Microsoft's employees at their internal Microsoft TechReady event. When you take a UX design course at AGI, you learn from the best.
Lean UX course prerequisites
There are no prerequisites for this Lean UX class. This course suits all levels of UX designers, business analysts, product managers, and developers.
Lean UX course length
This one-day Lean UX class is available in our classrooms with a live instructor in the same room or as a live online class on other dates.
Lean UX certification
You can expand your skills and seek to validate your user experience knowledge using the ISO international standard for UX design certification. Learn more about UX Design Certification.
Exceptional UX Design course materials
Our proprietary UX curriculum has been proven effective in teaching [category short name] to thousands. You’ll receive our extensive written reference along with lesson files for you to continue your practice following the class. You will receive comprehensive UX design course materials as well as a sketchbook, pencils, and supplies when attending this UX class. UX course materials are developed by Jennifer Smith, a highly skilled user experience designer and educator.
Repeat for free
If you need a refresher or miss a day of class you can repeat the UX Design class at no additional cost for one year.
Private UX Design classes for companies and groups
This UX Design class is available as a private workshop for your company, group, or team. Use the contact form on this page or call 781 376-6044.
UX Design FAQ
Do I receive a UX Design certificate?
AGI provides a certificate upon course completion, which can be shared on LinkedIn and verified digitally on the AGI website.
How many students are in a UX Design class
AGI limits its class sizes so that you receive personalized attention. Classes are limited to no more than 10 participants.
Can I get specific UX Design questions answered in the class
Yes, as a live class, you can ask the instructor questions about how to use UX Design.
Does this UX Design class include job placement support
AGI provides job support only when UX Design classes are taken as part of a longer-term certificate program, where AGI has a dedicated career counselor assigned to each certificate student.
Is this UX Design class for Mac or Windows
You can attend this UX Design class using a Mac or Windows computer. The application itself has identical functionality for both. If attending in our classrooms, a computer will be provided using the operating system of your choice.
Is this Figma course for beginners?
Yes, this introduction to Figma class is for beginners and those with previous experience but no formal training who are looking to understand both the workflow and functionality to work more efficiently.
Prerequisites for this UX Design course
Prior to attending this UX Design classes, you should be familiar with all the concepts covered in the: UX Design Course. This can be through attending the course or through experience.
What to take after this UX Design course
After you have attended this course, you may find it useful to continue your learning and attend: Lean UX Course.