Address
Suite 2, Level 5, 162 Goulburn Street
Surry Hills NSW 2010, Australia
Phone + Email
+61 2 8094 6800
[email protected] rubychacha.com.au
Getting to grips with JTBD
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We must design products for
consumers and their needs,
not for ourselves
“…When you have a hammer,
suddenly everything
looks like a nail.”
1
Idea Generation
(fast 100 ideas!)
2
Idea Screening
(prioritise)
3
Concept
(incubate or kill)
4
Concept Testing
(go/no go)
5
Concept
Refinement
(a better
concept?)
6
Product dev.
(fit to
development
possibilities!)
7
Test market
(if fail then
pivot?)
8
Launch
Ref: Outcome-Driven Innovation – Tony Ulwick 3
Ideas first processes don’t work
ODI
We need to ensure a product can win in the marketplace before you put into development.
Wh
at
co
nsu
mers
wan
t lies h
ere
4
JTBD theory
How jobs to be done
changes your thinkingTHE OLD WAY THE NEW WAY – JTBD WAY
1. Define your market • Your market is Snacks
• You create snacking
products
• Your market is Insurance
• You create insurance
products
• Your market is customers want to get a job done
• Your market is Mums who ‘’hire’ snacks for a
healthy lunchbox for their kids.
• They go through a series of steps or criteria to
ensure they have the right product in the lunchbox
Ref: Jobs to be Done Theory and Practice: Anthony W. Ulwick
1. JTBD theory defines markets as a group of people that need to get a job done.
2. Need to know what jobs customers are trying to achieve and how we can help them
What is the JTBD process?
*ODI Outcome Driven Innovation:
*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done 5
1 . M A R K E T
D E F I N I T I O N
Uncover customer needs – functional and interactional
Define the market around the job to be done
2 . N E E D S
D I S C O V E R Y
3 . Q U A N T I F Y
The degree to which each need is underserved OR overserved
5 . A L I G N
Existing products with market opportunities
4 . D I S C O V E R
Hidden segments of opportunity
6 . C R E A T E
Conceptualise new products to meet unmet needs or underserviced markets
6
Lets consider George…
George is fishing… his job is to
catch fish
7
How do we break this down?
Situations
Motivations
Jobs to be Done
Job Steps
Metrics
Situations define the circumstances of
response
Customers determine their desired outcomes
and these goals motivate action.
A job to be done is a process toward achieving a
customer’s goals.
Job steps are the specific actions in the process
of completing a job to be done.
Metrics are the specific criteria used to measure job
success
*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done
8
What is the customer (George) trying to do?
Core
functional
job
Catch Fish
Emotional
jobs
Feel
independent
Job Steps
• Load tackle box
• Walk down jetty
• Set up at jetty
• Ensure walker is
stable
• Clean tools
• Put bait on hook
• Cast out
• Reel in
• Repair line
• Net fish
• Put fish into
basket
• Etc,
*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done
WE ARE not studying what they are doing. But what they are TRYING to do.
9
Need to break down the core job into steps
Job
Step 1Load
tackle box
• Outcome:
enough hooks
and lead
weights for the
trip
• Outcome: bait
ready to use
• Outcome:
sharp knife for
cutting lines
Job
Step 2Walk
down jetty
Job
Step 3
Job
Step 4
Job
Step 5
Job
Step 6
• Outcome:
Simple walk
• Outcome:
Walker doesn’t
get stuck
• Outcome: Can
hold tackle box,
fishing lines at
same time
• Etc,
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
• Outcome
This helps us to drive Outcome Driven Innovation (ODI)
*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done
*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done
10
The research needs to ask the right questions…
Define the Core Functional Job to be Done
Q: What are you trying to accomplish?
Q: How does the situation you are in impact that?
Catch fish At the end of a jetty
…using a walker
Define the Outcomes
Q: What makes getting this job
done in this situation time
consuming, inefficient,
unpredictable, inconvenient etc,
George struggles to get to
close enough to the water.
His walker makes it difficult
to do the best job
Define the Emotional Jobs
Q: When getting this job done, how
do you want to feel or be seen?
Q: What do you want to avoid?
George wants to feel
independent, without feeling
unsafe.
He wants to show he ‘still
has it
11
What doesn’t JTBD do?
1. Define the purchase process or the buyer’s
journey
• Buyer might not be the product user, so can’t help
you understand the core job to be done
2. Focus on just an emotional job
• in order to create a product it has to be around some
functional context – learning that people want to feel
better about themselves wont help us
3. Going too broad, too abstract, or focussing on
the wrong job
• People who want to make their office more attractive
to get more work done!
• What functional job are they trying to achieve?
12
How can Ruby Help?1. Help clients understand the job that people are hiring our products
for – defining markets and jobs to be done
2. Identifying the related and interactional jobs, job steps, needs and
unknown needs, create a job map and outcome metrics
3. Quantify the customer needs, markets that are under or overserved
4. Run Facilitation Sessions for Product Strategy & Development
5. Agile Concept Development, Testing, and Validation
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