Designers, Forget Lengthy Discovery Activities, Start With Jobs-To-Be-Done Instead

Source: Photo by Etienne Girardet on Unsplash

There is tremendous value in doing the discovery stage of a project/ engagement well, including knowing your customers better and ideating ways and means to improve their experience. But context matters — in the private sector, business needs dictate quicker turnarounds and an expedient go-to-market approach. With our thinking hats on, what if we…