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Publication
Enhancing human-centered design methods through jobs to be done
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.45 MB | Adobe PDF |
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Abstract(s)
Muitas vezes, a criação de produtos digitais tende a priorizar o Design da interface ao invés de focar em como resolver os problemas do usuário. Para realizar uma pesquisa de usuário mais profunda e criar produtos melhores, a metodologia Jobs To Be Done (JTBD) pode ser uma adição viável à caixa de ferramentas geral de UX. Apesar de o framework JTBD já existir há algum tempo, ele ganhou popularidade entre os UX Designers recentemente. No entanto, no momento desta pesquisa, não há pesquisas ou informações suficientes disponíveis sobre como combinar essas metodologias. Portanto, esta pesquisa realizou um estudo comparativo entre a metodologia Jobs To Be Done (JTBD) e a Metodologia UX, a fim de entender se sua fusão é viável e benéfica na realização de User Research.
Por meio de uma revisão de literatura seguida de uma pesquisa online, entrevista UX e entrevista JTBD, buscou-se entender as diferenças e semelhanças nas informações obtidas com cada framework. Por fim, com as informações obtidas, aplicamos os resultados a artefatos tangíveis, incluindo uma Análise do Concorrente, Persona do Usuário e Mapa de Jornada do Cliente, a fim de comparar visualmente a metodologia UX com o framework JTBD.
Este estudo levou a insights positivos sobre a combinação das metodologias JTBD e UX, pois concluímos que a fusão não é apenas alcançável, mas necessária para a metodologia HCD. As descobertas seriam benéficas para a comunidade de design, bem como para as empresas e instituições que investem no desenvolvimento de software e aplicativos e, mais importante, para o usuário final.
Often, the creation of digital products tends to prioritize the Design of the interface instead of focusing on how to solve the user’s problems. In order to undertake deeper User Research and build better products, the Jobs To Be Done (JTBD) methodology might be a feasible addition to the general UX toolbox. Despite that the JTBD framework has been around for a while now, it has gained popularity among UX Designers just recently. Nevertheless, at the moment of this research, there is not enough research or information available about how to combine these methodologies. Therefore, this research carried out a comparative study between the Jobs To Be Done (JTBD) methodology and the UX Methodology, in order to understand if their merge is viable and beneficial in carrying out User Research. Through a literature review followed by an online survey, UX interview and JTBD interview, we sought to understand the differences and similarities in the information obtained with each framework. Finally, with the information obtained, we applied the results to tangible artifacts, including a Competitor Analysis, User Persona and Customer Journey Map, in order to visually compare the UX methodology with the JTBD framework. This study led to positive insights about the combination of JTBD and UX methodologies, as we concluded that the merge is not only attainable but necessary for the HCD methodology. The findings would be beneficial to the Design Community, as well as the companies and institutions investing in software and app development, and most importantly, for the end user.
Often, the creation of digital products tends to prioritize the Design of the interface instead of focusing on how to solve the user’s problems. In order to undertake deeper User Research and build better products, the Jobs To Be Done (JTBD) methodology might be a feasible addition to the general UX toolbox. Despite that the JTBD framework has been around for a while now, it has gained popularity among UX Designers just recently. Nevertheless, at the moment of this research, there is not enough research or information available about how to combine these methodologies. Therefore, this research carried out a comparative study between the Jobs To Be Done (JTBD) methodology and the UX Methodology, in order to understand if their merge is viable and beneficial in carrying out User Research. Through a literature review followed by an online survey, UX interview and JTBD interview, we sought to understand the differences and similarities in the information obtained with each framework. Finally, with the information obtained, we applied the results to tangible artifacts, including a Competitor Analysis, User Persona and Customer Journey Map, in order to visually compare the UX methodology with the JTBD framework. This study led to positive insights about the combination of JTBD and UX methodologies, as we concluded that the merge is not only attainable but necessary for the HCD methodology. The findings would be beneficial to the Design Community, as well as the companies and institutions investing in software and app development, and most importantly, for the end user.
Description
Keywords
Jobs to be Done Human-Centered Design UX Design User Experience Design Methodology