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Indianapolis Chapter of the American Marketing Association

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Jobs to Be Done Theory and Product Marketing

  • The District Tap 3270 East 82nd Street Indianapolis, IN 46240 United States (map)

Jobs to Be Done: Applying This Emerging Market Research Theory to Product Marketing

Products are more than just products with a bunch of features that people buy. Consumers buy products because they are trying to make progress toward better versions of themselves. Jobs to be Done is an emerging market research theory that helps us explain how people make this progress. Learn how Design On Tap is harnessing this theory to create and activate qualitative market insight. 

Register now!

About Our Speakers:

Joel Smith


Joel Smith is a strategist and researcher helping product leaders humanize product and services through results-driven product design and marketing, using his 15+ years of experience with UX research and design, agile principles, lean product, market research, and conversion optimization.

As a founder of Design On Tap, he has purpose-built and shaped a cross-functional marketing SWAT team helping marketing leaders and teams across the country build and scale buyer journeys through successful website redesigns and buyer insights and research.

Joel is a lifelong entrepreneur and consultant, running three companies, Volt Hosting, ShoutNow, and, for the bulk of his career, ran a consultancy called Pixel Envy until founding Design On Tap with Joshua Mitchell in 2014.

Josh Mitchell


Joshua started his first company ThirdWeb while in high school, opening an office with a team of 6 in Bluffton, IN. As they continued to grow, one of their larger clients, 3GUpload invited them to move closer to them in Indianapolis. Over the years Josh has worked with Sony, Universal, New Line Cinema, Pizza Hut, Compendium, Cummins, and Subaru, to name a few. This experience led him to start a new company that focused on understanding human behavior and conversion.

Then he met Joel Smith and thought the design discipline of both user experience (UX design) and conversion optimization design together would create more value for customers. Then together they form Design On Tap. Now he heads up everything business development and customer success.