Elaine Matthias

Elaine Matthias is a design and innovation strategist who helps organizations break down silos and accelerate innovation through structured discovery and problem framing. As co-founder of the JTBD Toolkit, she creates resources that guide product teams through systematic decision-making using the Jobs to Be Done framework. With 15 years of product and web design experience across corporate, agency, non-profit and start-up environments, she brings practical expertise to innovation challenges. She co-chaired Interaction22 and served as president of NYC UXPA from 2014-2016.

Presentations

UX Camp Winter 2026

AI-Accelerated Discovery: Delivering Faster Insights with Jobs to Be Done

In today’s fast-paced business environment, time-to-insight is critical. Yet, conducting Job To Be Done (JTBD) interviews can be a lengthy and cumbersome process that often compromises the rigor needed to extract meaningful insights. This session addresses this tension by exploring how AI tools can accelerate discovery analysis without sacrificing depth or accuracy.

We will explore practical strategies for leveraging AI to streamline the identification of job dimensions, triggers, and outcomes from JTBD interviews. By automating the process of consistently extracting key insights using the framework for guide rails, teams can significantly reduce their time-to-insight while maintaining a consistent framework across multiple projects and team members. This not only positions JTBD as high-value, strategic work but also enables faster iteration cycles for product development.

Attendees will learn how to integrate AI into their research and discovery processes effectively, ensuring that they understand how to extract accurate insights. The session will conclude with a look at how these techniques can be applied in real-world scenarios to enhance strategic decision-making and drive innovation. By the end of this session, participants will have actionable strategies to implement AI-driven JTBD analysis as a customer-driven “north star” in their organizations.