Boon Sheridan

  • Over the last twenty years Boon has had job titles like site producer, content specialist, information architect, interaction designer, user researcher, stage manager, and voice-over actor. Between bouts of title whiplash he’s helped build some very big things, some very small things and learned a lot along the way. He’s a lover of new cocktails and old records. He currently spends his days freelancing and helping companies go from idea to product. He went viral once over Pokemon Go, and still can’t understand what happened. He can be found online at, on Twitter as @boonerang, and he’d love to meet you and swap stories.



09:00 - 12:30

Room 1

Customer Journeys

A workshop to help you add customer journeys to your design toolset. When we’re done you'll walk away with examples of what they can do, methods to crank them out in various scenarios, and hands-on experience of doing them as a group with guidance and critique along the way.

I’ll spend the first part showing what journeys can help teams accomplish, where they work well, and how they contribute to iteration and collaboration. We’ll talk about how goals, audiences, and actions help bring a journey to life for your projects. We’ll note how to use a customer journey as a tool for synthesizing collected information and working across teams. The emphasis will be on tactical approaches, getting beyond ‘blank sheet syndrome,’ and the little things that can hinder the process. We’ll use explicit examples of problems and work on them with an eye to the second half of the workshop.

The second part will be focused on group exercises creating a customer journey. Small groups will take an agreed upon challenge and construct a journey (or series of journeys) to help solve the problems identified. We’ll take breaks to share work, critique, and discuss how to expand upon the exercise in your practice.

Main takeaways:

Demystifying the definitions and forms a customer journey can take. Discussion of what types of problems journeys can solve (and some they cannot). Tactical exercises to jump-start a journey exercise. Examples of how to bet position journeys for success by internal audiences. There are no formal requirements for attending, as the methods discussed will start from the ground up.



11:25 - 12:00

Auditorium I

Practical Jobs To Be Done: A Way Of Seeing

The concept of jobs to be done provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need. 

For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress. 

Viewing customers in this way – as goal-driven actors in a given context – shifts focus from the psycho-demographic aspects to needs and motivations. Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing. 

In this presentation, I will highlight concrete ways to apply the jobs to be done in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.