Many requirements are clear, detailed, and well-documented—yet the products built from them still fall short. The problem is rarely documentation quality. It's that requirements often focus on solutions before the real problem is understood.
In this session, we rethink requirements from a Business Analyst's perspective by combining Jobs to Be Done (JTBD) and Design Thinking. Together, these approaches help BAs move from feature-driven thinking to outcome- and value-driven discovery.
Drawing on practical Business Analysis scenarios and common product development patterns, the talk shows how JTBD helps uncover what users are truly trying to achieve, while Design Thinking provides structure for problem framing, ideation, and validation. Instead of asking "What feature do we need?", BAs learn to ask better questions: What job is the user trying to get done? What outcome defines success?
This session is designed for IT professionals who want to increase their impact, confidently challenge solution-first thinking, and play a stronger role in shaping product direction—without changing their role or title.
Learning Objectives:
After this session, participants will be able to:
Identify when requirements are overly feature- or task-driven
Reframe requirements around user jobs, outcomes, and value
Apply JTBD techniques during discovery and the Empathy/Define phases
Use Design Thinking to structure problem framing and solution exploration
Communicate user needs more effectively to stakeholders and delivery teams
Please let me know if you need anything else.
In this session, we rethink requirements from a Business Analyst's perspective by combining Jobs to Be Done (JTBD) and Design Thinking. Together, these approaches help BAs move from feature-driven thinking to outcome- and value-driven discovery.
Drawing on practical Business Analysis scenarios and common product development patterns, the talk shows how JTBD helps uncover what users are truly trying to achieve, while Design Thinking provides structure for problem framing, ideation, and validation. Instead of asking "What feature do we need?", BAs learn to ask better questions: What job is the user trying to get done? What outcome defines success?
This session is designed for IT professionals who want to increase their impact, confidently challenge solution-first thinking, and play a stronger role in shaping product direction—without changing their role or title.