Learn how to prioritize product features that truly address the fundamental reasons why users turn to your product, instead of relying on an internal wish list. Itamar will show you an approach used at SAP to bridge the gap between design, strategy, and product leadership and empowering you to influence backlog grooming and craft user-centric roadmaps.
In this talk, he will demonstrate how the Jobs-to-be-Done (JTBD) framework can transform how you impact product roadmaps. With this framework, you will become a User Champion who can confidently advocate for user needs during roadmap planning and prioritize features based on what truly matters to your users. You will also be able to build roadmaps that address the fundamental „jobs“ users are trying to accomplish, moving from outputs to outcomes.
Say goodbye to feeling like a passenger on a feature factory train! Attend this session and equip yourself with the tools to stop the feature factory and start building user-centric products!
VP Design Strategy, SAP SuccessFactors at SAP.
Itamar Medeiros has over 25 years of experience as a User Experience Designer. He currently serves as the VP of Design Strategy at SAP, where he leads the product vision for the Human Capital Management (HCM) product line at SuccessFactors. Itamar is a strong advocate for design education and has held several teaching positions, including Assistant Program Manager of the Visual Communication Department at DongHua University in Shanghai (China) and Visiting Lecturer at the Cologne International School of Design at the Cologne University of Applied Sciences.
