S3:E6 • May 12, 2023 •
3 proven hacks for The ‘Jobs-to-be-Done’ approach: Empathy that Matters for Learning experience Design with Ger Driesen

This episode of The Digital Adoption Show features Ger Driesen, Learning Innovation Leader at NewSpring. He has over 30+ years of experience in L&D. He also has been partially self-employed as a leadership and skills trainer for 20 years. He is a big advocate of the JTBD approach and its relevance in the L&D space. Ger Driesen’s journey as an L&D professional and the organizations he has worked with so far.

 

TABLE OF CONTENTS

Digital Adoption and Jobs-To-Be-Done: A Deep Dive with Learning Innovation Leader Ger Driensen

Introduction

In this enlightening episode of the Digital Adoption Show, host Tamanna Chanana engages in an insightful conversation with Ger Driensen, Learning Innovation Leader at aNewSpring. With three decades of rich experience in Learning & Development, Ger brings a unique perspective on how the JTBD (Jobs-To-Be-Done) framework can revolutionize learning experience design. The discussion explores the intersection of technology, human behavior, and organizational learning in today’s rapidly evolving digital landscape.

Professional Journey and Evolution

Ger’s impressive career spans 30 years across prestigious organizations including Asprung, Dutch Technical Company, and Fuji Photo Film. His journey from managing traditional training programs to pioneering innovative learning solutions offers valuable insights into the transformation of L&D. As Ger reflects on his experience at Fuji Photo Film’s Dutch branch, he shares how exposure to Japanese business approaches enriched his understanding of diverse learning methodologies.

As Ger emphasizes,

“Technology in itself is neutral – it’s the way we use technology that makes it good or bad.”

This philosophy has guided his approach to digital transformation in learning and development.

Understanding Jobs-To-Be-Done (JTBD)

The JTBD framework, originally from marketing and innovation literature, consists of four interconnected components:

  • Functional Jobs: The core tasks and objectives people need to accomplish in their roles
  • Emotional Jobs: The psychological aspects and feelings associated with task completion
  • Social Jobs: The professional identity and perception aspects of role performance
  • Consumption Chain Jobs: The accessibility and implementation aspects of learning solutions

Ger illustrates this framework with the famous “milkshake marketing” case study, demonstrating how understanding the true job to be done led to innovative solutions that traditional market research missed.

Three Key Hacks for Empathetic Learning Design

A fundamental principle in this approach is:

Building on this principle, Ger outlines three essential strategies:

  • Connect empathy specifically to the job being accomplished – Understanding the context and purpose behind each task
  • Consider both emotional and social aspects of task completion – Recognizing that learning is both a personal and social experience
  • Use precise questioning techniques in interviews – Employing the word “exactly” to elicit deeper, more meaningful responses
Technology and Learning Integration

Key insights on digital adoption in the modern learning environment:

  • Technology adoption should consider both rational and emotional components, acknowledging that change affects people on multiple levels
  • Digital solutions should align with all aspects of JTBD framework, ensuring comprehensive coverage of user needs
  • The importance of building stronger relationships between employees and technology through understanding and empathy
  • The role of continuous learning and adaptation in keeping pace with technological advancement
Real-World Application

Ger shares practical examples from his experience, including how the JTBD framework has been successfully applied in various learning initiatives. He emphasizes the importance of understanding both the explicit and implicit needs of learners, illustrated through his work with different organizations and learning contexts.

Conclusion

The episode provides a comprehensive framework for understanding and implementing learning solutions that address both technical requirements and human needs. By applying the JTBD framework with an empathetic approach, organizations can create more effective and engaging learning experiences. The future of L&D lies in successfully combining digital adoption with deep understanding of user needs and motivations, all while maintaining a balance between technological advancement and human-centered design.

As Ger continues his work in learning innovation and his research through his doctoral studies on women and influence in the workplace, his insights offer valuable guidance for L&D professionals navigating the complex landscape of modern learning and development.