Two Customers, One Truth: Building “Jobs To Be Done” Frameworks for Humans and AI
Research now serves two very different audiences from the same body of work: the humans making decisions, and the AI systems increasingly involved in synthesizing and acting on findings. Most teams still build for one and hope the other keeps up.
This workshop uses Jobs to be Done to make that gap concrete. Attendees will split into two tracks; Donna Andrews will facilitate the creation of durable Jobs for human stakeholders, and Sonam Singh will facilitate the creation of durable Jobs for the AI systems consuming the same research. Drawing on the collective expertise in the room, the two tracks then come back together to see where those Jobs align and where they pull apart.
The goal isn’t a model to memorize. It’s a working practice attendees can build into how their team approaches, analyzes, and frames research going forward, tuned to each audience rather than a single default, and a shared way of thinking they can bring back to stakeholders and fellow researchers.
Evening Details:
- Time: 5:30–8:00 PM
- Food: Buffet dinner & wine
- Location: Ivar’s Salmon House
Lauren Langendorfer, Session Lead
Lauren Langendorfer has spent 19 years turning what people actually need into direction companies can act on. She joined Zillow as its first individual contributor hire in a newly formed Customer Insights function, building its core programs, creating the Zillow Group Consumer Housing Trends Report, and later leading the seller research behind the company’s entrance into iBuying, work that twice won the Gold David Ogilvy Award from the Advertising Research Foundation. Over the course of a decade, Lauren transitioned to UX research and then management, with her most recent role as Director of UX Research & Marketing Insights, managing the research team for the company’s largest revenue business, its agent ecosystem, as it absorbed six acquisitions in four years and grew from a single product into a full operating system for real estate agents nationwide. Whether the challenge is a stalled strategy or a business reinventing itself overnight, colleagues consistently credit her with a rare ability to take an organization’s most tangled problem and hand back a direction people can actually move on.
Outside of work, Lauren stays busy raising her two young sons with her husband in North Bend.
Donna Andrews, Human Track Facilitator
Donna Andrews has spent 25 years in UX, but in some ways she’s been doing the same thing for much longer: listening closely to how people use language. With a background in Linguistics, she’s fond of revealing assumptions and bridging misunderstandings by asking: “When you say ___, do you mean ___?” That instinct has shaped her work across Microsoft, Honeywell, and Zillow, across software and hardware experiences, across B2C and B2B experiences. She focuses on breaking down silos to bring product, design, and engineering closer to a more holistic understanding of the people they’re building for. She loves taking on unfamiliar, complicated problems and finding the connections others missed. Donna uses research to get people talking. She’s known for turning complex findings into engaging presentations and workshops for “aha” moments that move a team forward.
Outside of work, Donna loves creative arts like drawing and knitting, learning languages, and walking her dog.
Sonam Singh, AI Track Facilitator
Sonam Singh is a Senior UX Researcher with a background in psychology and human-computer interaction, and more than five years of experience shaping complex consumer and professional experiences at Zillow. Her work has spanned the home-buying journey, from search and financing to agent collaboration and transaction planning, often requiring her to bring together the needs of multiple audiences with very different jobs to be done.
More recently, Sonam has focused on AI-native and agentic experiences, helping teams understand not only how people want to interact with AI, but what makes those experiences genuinely useful and trustworthy. She has partnered closely with product, design, engineering, and applied science teams to shape product direction, develop human-centered evaluation frameworks, and define what “good” looks like for emerging AI experiences. She has also helped advance how her research organization works with AI, building new tools and approaches to make research faster and more rigorous.
When she’s not at her desk, you can usually find Sonam running one of Seattle’s trails or reading in a cozy coffee shop.
*If you are a PSRF member, please log in to access the member rate.
