Day 1: Jobs to Be Done (JTBD)
In field of UX design, the “Jobs to Be Done” (JTBD) framework stands out as a profoundly useful tool that redefines how we think about users and their needs. Rather than focusing on static demographics or surface-level desires, JTBD digs deeper. It asks, what is the user trying to accomplish in their life? This talk introduced a perspective shift that is not just intellectually stimulating but practically transformative in how products should be designed and improved.
The central idea is that people “hire” products or services to do specific jobs. For example, people don’t just buy a drill, they buy a hole in the wall. This simple but powerful idea redirects our design focus from the product itself to the underlying problem it solves. For me, as a UX designer, this approach aligns well with user-centered methodologies but adds more clarity, structure, and empathy to the discovery phase.
What made the talk especially helpful was its practical breakdown of how to apply the framework in real-life product development. The speaker outlined actionable steps, such as conducting user interviews to discover “job stories” and replacing traditional user personas with “job personas” – which help uncover unmet needs or pain points users are actively trying to resolve. These job stories follow the format: “When I (situation), I want to (motivation), so I can (expected outcome).” This format goes beyond generic use cases and instead targets design interventions where they matter most.
Another valuable point from the talk was the idea that jobs can be both functional and emotional. This duality resonates with my work, especially in emotional UX design, where users’ feelings, expectations, and anxieties can play as large a role in product success as usability. For example, when designing a smart navigation system, understanding that a user hires the app not just to get from point A to B, but also to feel in control or less anxious in unfamiliar cities, leads to better, more humane design decisions.
Overall, the JTBD framework pushes designers to ask better questions and design more purposefully. It’s not just about usability anymore. It’s about usefulness in the context of a user’s real-world goals. From a professional perspective, this talk didn’t just teach a methodology; it challenged the default UX mindset and offered a more holistic way to understand and serve users. I now see myself using this lens regularly during research and ideation phases, often discovering richer, more actionable insights that might have been missed using more conventional methods.
Day 2: Dark patterns: Where does motivation end and illegal manipulation begin?
Dark patterns are deceptive design choices that push users toward actions they may not have chosen freely, such as hidden unsubscribe buttons or misleading consent forms. This talk critically explored where motivation ends and manipulation begins, making it highly relevant to ethical UX practice.
This talk was a wake-up call and a vital ethical checkpoint for anyone involved in UX/UI design. Dark patterns, those design tactics that manipulate users into taking actions they might not otherwise choose, are disturbingly prevalent in digital products. From sneaky pre-checked boxes to guilt-tripping copy (“Are you sure you want to miss this opportunity?”), these techniques challenge the very principles of ethical design.
What made this talk so impactful was how clearly it illustrated the fine line between motivation and manipulation. While designers naturally aim to guide users toward certain actions 8signing up, subscribing, completing a task) doing so without informed consent or user clarity turns motivation into coercion. This blurred line is not just a design concern, it’s a legal and moral one, too.
The speaker provided real-world examples from well-known companies and broke them down by intent, impact, and legal implications.The European Union’s Digital Services Act and consumer protection laws are discussed as growing forces that aim to curb these manipulative practices, suggesting that legality is finally catching up with unethical design.
As a UX/UI designer, this talk encouraged critical self-reflection. Have I, even unintentionally, contributed to dark pattern design in past projects? Where does my motivation to create a seamless user journey cross into manipulation? These are questions I believe every designer should continuously ask.
Clarity- Is the user fully informed?
Consent- Is the action truly voluntary?
Control- Can the user easily reverse or change decisions?
Integrating this checklist into design reviews, we not only protect users but also safeguard our professional integrity and the long-term trust in our products.
What I took away from the talk is the importance of designing with users, not at them. Transparency, simplicity, and respect for autonomy aren’t just buzzwords. They are foundational principles that separate persuasive UX from predatory practices.
One key takeaway was a simple framework to assess ethical design: ensure clarity, require informed consent, and preserve user control. These principles help us stay on the right side of both user trust and the law.
This talk reminded me that great design isn’t just persuasive, it’s honest. Moving forward, I’ll carry this mindset into all stages of the design process.
