Think
Like the User
A UX and UI design framework for digital products, based on JTBD theory and designed for creating design-driven innovations. Authored by Jay Thomas.
Concept
This approach breaks down the digital product design process into distinct, logically connected stages, each focusing on one of four key quality attributes. These attributes are addressed in a hierarchical sequence, with clear sets of actions, templates, and logical transitions between them.
By following this structured approach, interface design becomes linear and predictable, reducing the overall cost of digital product development.
Functionality
The product provides the necessary functionality aligned with the user’s "job" (JTBD framework).
Reliability
The product is reliable and fully solves the user’s task from start to finish without friction.
Appearance
The product’s design is clean, modern, and consistent, ensuring a distraction-free experience.
Usability
The product is easy and efficient to use, with a clear, intuitive interface that requires minimal effort to navigate.
Jay Thomas
A UX strategist with a decade of experience in building and leading UX research and design teams. He specializes in implementing Jobs to be Done (JTBD) methodologies and designing both complex B2B admin panels and high-traffic consumer-facing features used by millions.
Previously, he led UX development at DomClick, where he scaled the UX research team and built a company-wide design system. He is a guest lecturer at HSE and Bang Bang Education and has studied JTBD at Harvard Business School.
Jay has worked with ONY, QIWI, Sber, CIAN, Megafon, Shell, MTS, Adidas, and other industry leaders, helping them create data-driven, user-centered experiences that drive engagement and business growth.
