22 January 2019

5:30 pm to 8:30 pm


Academy Xi, Level 3, 45 Exhibition St, Melbourne VIC 3000

Event Details

You may have heard the phrase: ‘people don’t buy drills they buy holes.’

What is that all about?  Clayton Christensen, known for his theory of disruptive innovation, tells a story in his book Competing Against Luck that addresses the phenomenon known as a products ‘job to be done.’

A McDonald’s store was looking to improve their milkshake sales. After testing various components of the recipe and store experience, Christensen found milkshake sales remained unchanged. Christensen’s team observed the lifestyle, interactions and consumption choices of every consumer that purchased a milkshake, and discovered:

  • Over half of all milkshakes were purchased before 8:30 am
  • Consumers who purchased milkshakes were alone
  • Consumers always got into a car and drove off after a milkshake purchase

At our workshop What’s the Importance of Jobs to Be Done in Service Design? you’ll uncover how distinctive human needs — such as social, functional, and personal needs determine the products we create and the services that meet the jobs to be done.


Lital Sherman

Head of User Experience Design at Page Up

Lital is the Head of User-Experience Design at PageUp Melbourne. She is on a journey of creating a true user-centric culture across the company, by running company-wide innovation events, and establishing design research activities. Lital started her career in Tel-Aviv, Israel as an art director for a retail company, then moved into UX roles for various start-up companies where she was a key influencer of multiple innovative products.
Lital is also a Lead UX at UXLions, where she builds events that support the design community in Melbourne, and mentors young designers at the beginning of their UX journey.

Dates and fees


22 January 2019

5:30 pm ~ 8:30 pm



Academy Xi,
Level 3,
45 Exhibition St,
Melbourne VIC 3000

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