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Leveraging Jobs to Be Done Framework for Effective User Experience Research
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2023
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Gesellschaft für Informatik e.V.
Zusammenfassung
This case study delves into the impactful application of the Jobs to Be Done (JTBD) framework in User Experience Research, specifically within the travel industry. It highlights how JTBD has transformed the comprehension and communication of user motivations and needs at trivago, a globally renowned hotel search platform. This case study provides best practices and insights in real world application in the process of creating a comprehensive JTBD Map using a diary study, discuss quantification methods for JTBD, and demonstrate how JTBD has supported product development.