Job mapping in the age of AI: Understanding customer needs with Jim Kalbach

About this episode

Jod Kaftan and Jim Kalbach discuss the impact of AI on design and the importance of understanding customer needs.

This week on Catalyst, guest host Jod Kaftan is joined by Jim Kalbach, Chief Evangelist at MURAL, speaker, and author of Mapping Experiences and The Jobs To Be Done Playbook.  Jod and Jim Kalbach discuss the evolving landscape of design, particularly in the context of AI. They explore the double diamond framework, the Jobs To Be Done methodology, and the importance of understanding customer needs through real-world research. Jim emphasizes the need for designers to embed customer insights into organizational workflows and the ethical responsibilities that come with design in the age of AI. Jim also shares how his experience as a Jazz Bassist informs his work in design - notably his ability to embrace the unknown.  Please note that the views expressed may not necessarily be those of NTT DATA Links:  Jim Kalbach Jobs to be Done Toolkit  Erica Flowers - Trade Your Double Diamonds for Steel  Leo Frishberg - Presumptive Design  Learn more about Launch by NTT DATA See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .

People in this episode

Host: Jod Kaftan

Guest: Jim Kalbach

Topics covered

• AI in design
• customer needs
• Jobs To Be Done methodology
• double diamond framework
• ethical design

Keywords

• AI
• design
• customer insights
• Jobs To Be Done
• double diamond
• ethical responsibilities
• real-world research

Mentioned in this episode

Organizations: MURAL

Books & works: Mapping Experiences, The Jobs To Be Done Playbook

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