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

Episode 531 of the Catalyst podcast, hosted by Launch by NTT DATA, titled "Job mapping in the age of AI: Understanding customer needs with Jim Kalbach" was published on March 31, 2026 and runs 35 minutes.

March 31, 2026 ·35m · Catalyst

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Summary

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

Episode Description

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 DATA

Links:

Jobs to be Done Toolkit

Erica Flowers - Trade Your Double Diamonds for Steel

Leo Frishberg - Presumptive Design

Learn more about Launch by NTT DATA

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