designing products against customer jobs
TRANSCRIPT
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Designing products against customer jobs
ProductTank Berlin #7: Lean UXJuly 22, 2015 • Hannes Jentsch & Martin Jordan
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B AC KG R O U N D
Product, Innovation, Design
H A N N E S J E N T S C H ,Design & Innovation Consultant,Freelance
@Kaffeertrinken
M A R T I N J O R D A N ,Experience design,HERE/Nokia
@Martin_Jordan
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P O I N T O F V I E W
Jobs-to-be-Done Frameworkin Context of Lean Approach
Applied JTBD tools in lean environmentsfor past 2 years at Nokia’s HERE
JTBD tools help to formulate a minimal viable product that !ts the customers’ jobs
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Who of you has usedthe Value Proposition Canvas?
Who of you has investigatedcustomers jobs?
Q U E S T I O N
Your JTBD experience
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“People don’t want to buya quarter-inch drill.They want a quarter-inch hole!
”
Q U OT E
— T H E O D O R E L E V I T T, American Economist
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
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F O C U S
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework: http://www.slideshare.net/ClementGenin/jobstobedone
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
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J O B
Orientate in anunfamiliar area
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J O B
Communicatewith a friend
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J O B
Documentmy life
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“Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
”
Q U OT E
— C L AY C H R I S T E N S E N , Professor for Management
Source: http://www.christenseninstitute.org/
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B E L I E F
Job-to-be-Done is a …
Framework for developing & communicating product and services
Mindset for understanding human behaviour, and why people switch from one o"ering to another
Set of tools and methods for almost every partof the product development process
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Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Pro!ts, and Quality’ by Ron Mascitelli
A P P L I C AT I O N
In Lean Product Development
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Retrospective interviews
Forces Customer Job De!nition
CustomerJob Map
Job Stories ----------------------->
Consider-ation Set
JTBD-basedMarketing
A P P L I C AT I O N
In Lean Product Development
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Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a speci!c solution.
It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase.
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
TO O L S & M E T H O D S
Retrospective Interviews
Firstthought
Event 1
BUY
Event 2
Passivelooking
Activelooking
Deciding Consuming
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PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Businessas usual
Newbehaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TO O L S & M E T H O D S
Forces
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WEAK SIGNAL BETTER PRICE
KEEP NUMBER?DIRECTWITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Businessas usual
Newbehaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TO O L S & M E T H O D S
Forces
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TO O L S & M E T H O D S
Consideration SetUnderstanding competition in the users’ mind and their di"erent qualities.
Entertainingin the evening
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TO O L S & M E T H O D S
Consideration SetUnderstanding competition in the users’ mind and their di"erent qualities.
Concert Friends
Live Social
Television
Free
StreamingService
Choice
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TO O L S & M E T H O D S
Customer Job De!nitionSo called job statements can be used to describe a job-to-be-done. Key components of a job statement are an action verb, the object of the action, and clari!cation of the context in which the job is performed.
e.g. ‘Clean clothes quickly’
or ‘Manage personal !nances at home’
Jobs
Gains
Pains
Resources: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
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Emotional /personal
jobs
Functionaljobs
Socialjobs
Kinds of jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
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Retrospective interviews
Forces Customer Job De!nition
Job Stories ----------------------->
Consider-ation Set
JTBD-basedMarketing
A P P L I C AT I O N
In Lean Product Development
CustomerJob Map
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Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Phase 5�4JNQMJmFE�FYBNQMF
C O N T E X TWoke up too late that morning
TO U C H P O I N TUrban navigation app
WA N T E D O U T C O M EDiscovering the best option to get to work fast
U N WA N T E D O U T C O M EWasting more time with searching for options
F U N C T I O N A L J O BFinding the fastest way to get to work
E M O T I O N A L J O BRegaining control of the situation
S O C I A L J O BLetting my colleagues know when I will arrive at work
Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for –Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
TO O L S & M E T H O D S
Customer Job Map
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For describing context, brief for idea,validating designs, measuring success
When I want to So I canSituation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 fromhttps://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
TO O L S & M E T H O D S
Job Stories
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When I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet
I want to easily pick photos I took that day andsync them whenever connected to a WiFi
So I can I can share my photos with friends and family.
TO O L S & M E T H O D S
Job Stories
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TO O L S & M E T H O D S
JTBD-based Marketing
Taking not about your product features, but name the customers’ problems – so they know your o"ering is a solution worth hiring.
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TO O L S & M E T H O D S
JTBD-based Marketing
Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers
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VA L U E
Bene!ts for all team members
Product owners and managers know what kind of products they are developing and who they are competing with.
Developers know the context of the product and its sprints, can prioritise better and see purpose.
Designers know the context and desired outcomes of the user and can design against these accordingly.
QA engineers know the essential use and test cases,can prioritise better.
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N E X T
Where to start
Conduct retrospective interviews with customers or users who used your or your competitors’ o"ering.Understand the jobs they tried to get done.And start tweaking your product accordingly.
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R E C O M M E N DAT I O N S
Address progress-blocking forces, foster forces that promote progress
Embrace JTBD language across silos to reduce
friction & improve knowledge #ow
Understand your customers’ desired
outcomes
Don’t talk about features, but how
your o"ering helps getting jobs done
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N E X T
Berlin JTBD Meetup
Check meetup.com for the upcoming event:http://www.meetup.com/berlin-jobs-to-be-done-meetup/