Job mapping in the age of AI: Understanding customer needs with Jim Kalbach

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This episode is 35 minutes long.

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This episode was published on March 31, 2026.

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This week on Catalyst, guest host Jod Kaftan is joined by Jim Kalbach, Chief Evangelist at MURAL, speaker, and author of Mapping Experiences and The Jobs To Be Done Playbook. Jod and Jim Kalbach discuss the evolving landscape of design, particularly in the context of AI. They explore the double diamond framework, the Jobs To Be Done methodology, and the importance of understanding customer needs through real-world research. Jim emphasizes the need for designers to embed customer insights into organizational workflows and the ethical responsibilities that come with design in the age of AI. Jim also shares how his experience as a Jazz Bassist informs his work in design - notably his ability to embrace the unknown. Please note that the views expressed may not necessarily be those of NTT DATALinks: Jim KalbachJobs to be Done Toolkit Erica Flowers - Trade Your Double Diamonds for Steel Leo Frishberg - Presumptive Design Learn more about Launch by NTT DATASee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode metadata supplied by the publisher feed · Published Mar 31, 2026

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Jod and Jim Kalbach discuss the evolving landscape of design and the importance of understanding customer needs in the age of AI

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