Understanding the value of cognitive jobs in AI-augmented design
According to Statista, 70% of U.S. millennials support brands that use artificial intelligence (AI) to design products.
Designers, in turn, are adopting an AI-based “cognitive design” approach to create products guided by human behavior rather than just practical outcomes.
These insights stem from HTEC Momentum’s in-depth research on cognitive jobs, as explored in this eBook comparing Cognitive Jobs to traditional Jobs To Be Done (JTBD) frameworks.
Why this matters: Product designers are grappling with how to adapt surface-level design methods such as “jobs to be done” (JTBD) to sophisticated AI-based product design. Enter “cognitive jobs”, a design approach that considers what users are thinking and feeling when interacting with a product. This approach supports AI-augmented design as it helps designers build hyper-personalized products rooted in how people think and make decisions.
Looking forward: With cognitive jobs as a foundation, companies can finetune products using real-world user data, anticipate user needs with predictive analytics, and guide users through complex tasks with customized recommendations. The result? More successful AI-powered products.
In this eBook, you’ll learn about:
- Why JTBD’s narrow, task-focused approach falls short in AI-based design.
- How brands like Fitbit and Spotify shifted from JTBD to a cognitive jobs approach, integrating AI to create personalized product experiences.
- How research methods such as cognitive interviews and longitudinal studies help design teams validate cognitive jobs and refine AI-augmented products.
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