Founder · Innovator · Designer

Know the job
before you
build.

I help founders and product teams move from assumptions to clarity, using Jobs-to-be-Done, focused sprints and my twenty years of hands-on experience building businesses and products people actually want.

Book a 30-min callSee my work
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Trusted by founders across 6 industries

Camilla Næristorp
Camilla Næristorp
Designer · Oslo, Norway

Founder and designer specialising in Jobs-to-be-Done. I work with product companies to define what they should build — and why — before they start building it.

Most teams are using AI to ship faster, not always smarter. I help them understand the progress their customers are trying to make, so they can build something that genuinely moves the needle, then move quickly with confidence.

20+
Years experience
2
Startups built
Worked with & featured in
Aker SolutionsSanofiLoopytyOrklaNormennBrand VisioneerTEDx
What I do

Three ways I can help

Whether you need to validate a direction, align your team, or pressure-test an idea — there is a format that fits.

Deep discovery

JTBD Sprint

A structured 2–6 week sprint to uncover the real jobs your customers are trying to get done — before you build, pivot, or invest further.

Customer interviewsJob mappingValidated strategy
Learn more →
Direct

Decision jam

Your team isn't short of opinions. It's short of a decision. A 1.5–3 hour session to stop the circling and commit to a direction everyone can move with.

Lightning Decision JamTeam alignmentClear direction
Learn more →
Sustain

Strategic Intelligence

An ongoing partnership to keep your strategic work alive as your team grows — so the insight you've built doesn't end up buried in a document nobody reads.

Strategic continuityDecision preservationAI-powered
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The framework

People don't buy products. They hire them to get a job done.

Jobs-to-be-Done is a framework for understanding what customers are genuinely trying to accomplish — the functional, emotional, and social progress they are seeking. When you understand the job, you can design products and services that truly fit.

I use JTBD across all my work — not as a research tool alone, but as a strategic lens that shapes the questions we ask, the decisions we make, and the products we build.

"Had I had the JTBD framework from day one with Pluvinel, it would have saved me years." — Camilla Næristorp

1
Discover the job
Deep interviews · context mapping · struggle mining
↓
2
Map the full system
All actors · all jobs · all friction points
↓
3
Define the opportunity
Unmet needs · market gaps · strategic priorities
↓
4
Validate and act
Concrete recommendations · clear next steps · confidence to build
↓
The output
A validated strategy grounded in what customers actually need — not what you assumed they wanted
Collaboration

Better outcomes through the right partnerships

I regularly collaborate with Plan A Kommunikasjon — bringing together business design, brand strategy, and JTBD research to give clients a more complete picture.

When the brief calls for it, I bring in trusted specialists across brand, UX, and content — so you get exactly what the project needs, without unnecessary overhead.

planakommunikasjon.no →
Torun Mørkseth Karlsen
Torun Mørkseth Karlsen
Brand strategist

Brand strategy and communications. Together we cover the full picture — from customer insight to brand expression.

Plan A Kommunikasjon →
Selected work

Cases from the field

Real projects, real clients, real outcomes. Each one started with a question — and ended with a direction.

Loopyty
Re-commerce · startup · JTBD
Loopyty

How JTBD research revealed that Norwegian parents weren't just looking for cheap toys — they were looking for a way out of the clutter and guilt.

Launched March 2025
Read the case →
Normenn
JTBD Sprint · e-commerce software
Normenn

A JTBD sprint that uncovered why skilled Norwegian professionals living abroad felt invisible to Norwegian employers — and what it would take to change that.

Platform launched at veiser.no
Read the case →
Aker Solutions
Enterprise · Digital transformation
Aker Solutions

When the data existed but no one could see it. How a discovery sprint helped Aker Solutions identify NOK 40M in potential savings hidden in plain sight.

NOK 40M saving potential identified
Read the case →
What clients say

In their own words

★★★★★

“The sprint gave us what we needed most: a structured outside perspective. Through open interviews with online retailers of various sizes, we had it confirmed that the problem we wanted to solve was real — not just something we had imagined.”

MS
Mikkel Sundin
Normenn/Veiser
★★★★★

“The sprint helped us distil the product down to one thing it should do really well. That process is the reason we can build with confidence today, rather than guessing.”

CB
Christopher Bjerkerud Falalios
Normenn/Veiser
★★★★★

“Camilla and Torun understood that I needed help after taking on two new people on my team in a short time, with little preparation and onboarding. The same day after the workshop, I used two of the pieces of advice I got. Big thanks for two fantastic hours and lots of new skills!”

M
Michelle
Founder, Brand Visioneer
Ready to start?

Let's figure out the job together

Whether you have a clear brief or a hazy feeling something is off — a conversation costs nothing and usually clarifies everything.

Book a 30-min intro call