Episode web page: https://bit.ly/4d2nCOx ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better? Send me a voice message via email at [email protected] ----------------------- In this episode, UserTesting’s Lija Hogan sits down with Jim Kalbach, Chief Evangelist at Mural and author of The Jobs to Be Done Playbook, to discuss how the “Jobs to Be Done” framework can transform UX and business strategy in today’s growth-focused world. Jim unpacks how this mindset helps teams align around real customer needs and bridge the gap between design and business outcomes. He also shares insights on leveraging AI as a tool to enhance—not replace—human-centered research. Jim reflects on his career journey, his passion for experience mapping, and how reframing UX from a cost-saving function to a growth driver can earn teams greater influence in their organizations. Plus, he explains why empathy shouldn't stop at the customer—UX teams need to understand their business stakeholders just as deeply. Key takeaways: The evolution of jobs to be done from boardroom strategy to everyday design practice Why UX teams need to speak the language of business—and how the word “growth” can open doors How to gain executive buy-in by aligning with business goals and showing proof of impact Tips for using AI to support jobs-to-be-done research and scale customer insights The future of UX: creating more human-centric organizations by democratizing research mindsets Resources & Links: Connect with Jim Kalback on LinkedIn Jim’s JTBD Playbook and Mapping Experiences books Mural Connect with Lija Hogan on LinkedIn Learn more about Insights Unlocked: usertesting.com/podcast
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're joined by Jim Callback, chief evangelist at Mural and author of the Jobs to be Done playbook. Jim chats with Leah Hogan about how reframing UX through the lens of customer needs can drive business growth and how AI is reshaping research without replacing the human touch. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, doers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Along podcast. I'm Aaron Diocampo, Brand Content Production Manager at UserTesting, and joining us today as host is UserTesting's Leah Hogan, Principal for Experience Research Strategy. Welcome to the show, Leah. Thank you so much, Aaron.
And our guest today is Jim Callback, a leading expert in UX, design strategy, and customer experience. Jim is the chief evangelist at Mural, where he helps organizations collaborate visually and think more strategically about design and innovation. He is also the author of several influential books, including Mapping Experiences and the Jobs to be Done Playbook.
With a background spanning UX research, product design, and business strategy, Jim has worked with companies of all sizes to create customer-eccentric solutions. Today, we're excited to dive deep into his insights on jobs to be done, experience mapping, and how AI is shaping the future of research. Welcome to the show, Jim. Yeah, thanks for having me. I'm excited to have this conversation.
Well, that's a great way to kick off the conversation because I'm even more excited to have this conversation. And first, I really want to start with congratulating you on your recent 10-year anniversary mural, which, as we all know, with the speed at which things move in America,
technology that's a good long run and you've had an incredible career that spans design and customer experience and business strategy and just like all the things. And so I kind of want to take you back actually to start with, you know, what originally drew you into this space at the intersection of all of those different disciplines and then also just
How has your perspective evolved over your time in this space?
Yeah, great question. I think I'd have to go back to my studies at Rutgers University. I started with a degree in music, but then after graduating, I went back to grad school and got a degree in information science. And that was at a time when, you know, the Internet was just coming around and, you know, email and things like that. So I got online at the time through Rutgers very early on.
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