# Session title

What is the ‘Jobs to Be Done’ framework and why should you care?

## Session URL

https://staging.webexpo.net/prague2025/sessions/what-is-jobs-to-be-done-and-why-should-you-care-a-framework-to-build-empathy-and-drive-alignment/

## Session Type

Conference Talk

## Talk Description

In this talk, Martina will share her personal journey from being a sceptic to becoming an advocate of the Jobs to Be Done (JTBD) framework. By breaking down the key concepts of JTBD and its value for team collaboration, she’ll show how this approach helps create a shared understanding of real user needs. With practical examples, including mapping an air travel experience, this session is ideal for designers and business leaders looking to foster empathy and drive alignment across their teams.





## Tags

Design Thinking & UX, Research, Service Design & CX

## Session Focused on

Web Development: 0%, Design & UX: 100%, Marketing: 20%, Business: 80%

## Session Presenter

Martina Klimešová

## Session Presenter Bio

Martina is a CX Manager at ČSOB with a passion for creating seamless customer experiences. She began her career at Kiwi.com and has since specialised in UX research and the Jobs to Be Done (JTBD) framework, driving user-focused innovations in banking and travel. Martina loves baking, drawing, and bookbinding. An explorer at heart, she’s happiest when discovering new places or refining her CX strategies. If you’re up for brainstorming JTBD or swapping recipes, feel free to connect!

## Session Details

### Date

May 28, 2025 11:00 am

### Duration

40 Minutes

### Specific Location

Marble Hall

### General Localtion

Lucerna Palace, Prague, Czech Republic