Lunch will be provided.

This event has ended


The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.

It’s a straightforward principle: people “hire” products and services to get a job done.

Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the approach has gotten a lot of attention recently. Still, practical ways to applying the concept of JTBD in real-world settings is largely missing.

This workshop is designed to give you concrete, practical skills use can use to apply JTBD to create high-value products and services. We’ll work in groups to get hands-on experience and have lively conversations.

Find out how to create solutions customers want. Shift your mindset and make innovation work for your company. Help your organization see the market from the customers’ perspective–as individuals trying to get a job done.

Here’s what we’ll cover:

  • Brief background on core concepts of JTBD
  • Using JTBD to structure user research and find opportunities
  • How to apply JTBD to product design and development
  • Extended uses of JTBD

After this session you’ll be able to:

  • Understand core concepts of JTBD and creating value for customers
  • Apply JTBD to current projects and efforts at work
  • Extend the ways in which you view customers
  • Help your organization shift it’s mindset

This session is geared for advanced designers and strategists looking to further understand the concept of JTBD and being able to work with the approach in a practical way.

Conversational design - from dialog to interactive experience

[[[Conversational interfaces]]] have the potential to radically reshape the way people interact with technology. Huge improvements in [[[A.I.,]]] particularly in the field of speech recognition and natural language processing, have enabled conversation to become a viable new method for businesses to interact with their customers.

This is not a [[[sci-fi]]] movie, conversational interfaces are already a reality today. We're at the forefront of a change in computing. This is the first time in economic history where businesses can theoretically have thousands of simultaneous one on one conversations with their customers. The question is not whether it will happen, but when.

The goal of this workshop is to get a better understanding why conversation is such a powerful model of interaction, how we can create great conversations, and how to build your own conversational experience.

This workshop includes:

  • Why conversational interfaces are powerful
  • Technical and social challenges of conversational interfaces
  • The 101 of conversational design
  • Group exercise: designing a bot in a team
  • Prototyping conversations
  • Review & Questions
  • Discussions, share ideas where people think conversational interfaces can particularly excel

Getting started with customer journeys

Short description: A workshop to help you add customer journeys to your design toolset. When we’re done you'll walk away with examples of what they can do, methods to crank them out in various scenarios, and hands-on experience of doing them as a group with guidance and critique along the way.

Detailed Summary: I’ll spend the first part showing what journeys can help teams accomplish, where they work well, and how they contribute to iteration and collaboration. We’ll talk about how goals, audiences, and actions help bring a journey to life for your projects. We’ll note how to use a customer journey as a tool for synthesizing collected information and working across teams. The emphasis will be on tactical approaches, getting beyond ‘blank sheet syndrome,’ and the little things that can hinder the process.

Service Design Crash Course

So you want to be a service designer? This workshop will introduce you to two of the core service design tools, journey maps and service blueprints.

You’ll also get experience in service storming, a method for acting out service experiences rapidly in a very human way.

This workshop is for people new to service design or for those who want to get a different point of view on their own service design work. All disciplines and functions are welcome.

You do not need to be a designer. After taking this workshop, you will be able to put together a journey map, service blueprint, and conduct your own service storming session.

Design Your First Voice Interface

If machine intelligence is taking over the world, voice interfaces (VUIs) are a close second. Fortunately, the evolution of human speech makes most of us terrific listeners and speakers, especially when compared to machines. Unfortunately, while our brains are wired for speech, designing a VUI still takes work.

Modern voice interfaces are an opportunity to create better products in new contexts. Smart adoption of VUIs in the right environments makes interaction simple, pleasurable, accessible, and lowers cognitive load. And voice interfaces fulfill the vision of ubiquitous computing and the Internet of Things - keeping our attention on the people around us rather than devices.

In this hands-on workshop, participants will learn about the ideal contexts for voice interfaces, hone their listening and speaking skills by critiquing dialogues, craft a voice personality, and use improvisational techniques to design and structure conversations.

Each workshop team will test the effectiveness and enjoyability of their prototyped voice interfaces using the Wizard of Oz methods practiced by teams at Amazon, Google, and Microsoft. And each participant will take home resources useful for future VUI work.

Join us to expand your design skills with a new interaction tool that’s as old as humanity: voice.

This workshop is for anyone curious about working in voice, including designers, decision-makers, and engineers who are interested in ubiquitous computing, calm technology, bots, NO-UI(No UI), and thinking outside of the screen.

Workshop Design for UX Teams (a.k.a. “Workshop Design Workshop”)

Learn how to plan effective workshops that involve the participation of cross-functional stakeholders. This one-day workshop to include demos of idea generation and evaluation, and creation of assumptions and hypotheses to test. By the end of this training, each participant will have created a draft outline of a workshop related to their current work priorities.


fukuracia shinagawa crystal square

Shinagawa Center Building 1F, B1F, 23-17 Takanawa 3 - chome Minato - ku, Tokyo

We will provide information on UX and participants' voices


Presented by Web Directions East LLC

Web Directions East LLC is consulting company that also support conferences from around the world being brought to Japan.

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