jobs to be done jtbd - jillian wells
TRANSCRIPT
Inventing with Jobs-To-Be-DoneJillian Wells Senior Product Researcher Intercom
innovationresearch
designer researcher
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If it’s not believable…
If it’s hard to understand…
If it’s hard to use…
Personas: from love to hate
Information from UX mag, February 2013
1983Alan Cooper interviews users and uses them to
hold imaginary conversations as he designs programs
1983-2000Ethnographic user profiles
are used in software to define requirements with characteristic categories
for roles, technical proficiency, and education
1993Olgilvy presents
‘Customer Prints’ at CHI conference using
marketing characters for representative users
1995-2005Cooper and Goodwin lead the charge on
formalising personas for use with clients and development teams
2000’s+Personas are generally adopted by agencies, often blaring original
user experience vision with marketing
2007Jason Fried of 37Signals states that ‘[personas] are
artificial, abstract, and fictitious.’ This starts internal industry debate on personas
2009Kim Goodwin writes
Designing for the Digital Age, discussing the difference
between marketing and user experience personas
2012Dan Saffer skewers
personas in ‘How to Lie with Design Thinking’ at
Interaction 12 in Dublin
2012Lynda.com and Bolt-Peters team up at SXSW interactive 2012 to
expose ‘BS Personas’ and offer a new strategy for creating
meaningful useful personas
1983
2013
motivationsattributes(Likes baking and puzzles in her
spare time)(Looks for activities that will regularly
challenge her mentally)
motivationsattributes(Likes baking and puzzles in her
spare time)(Looks for activities that will regularly
challenge her mentally)
JTBD works!
JTBD isn’t a rigid technique
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What is JTBD?
JTBD Technique Uncovers
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product
Three Schools of Thought
Tony Ulwick Clay Christensen Bob Moesta
“…People don’t want a quarter-inch drill, they want a quarter-inch hole.”
THEODORE LEVITT, 1960
Re-inventing angioplasty balloons
75 need statements focused on desired outcomes
19 inventive products became number 1-2 in their market
Three Schools of Thought
I want to impress people at an expo
We looked at customer motivations
I want to impress investors
I want to impress people on Twitter
Customers weren’t buying what we thought we were selling.
It’s not a map. It’s a showpiece!
Three Schools of Thought
DESIGN A BETTER MAP:• Cartographical improvements• Geographical accuracy• Better country boarders • Drag to create regions
We saw that we could make something new
DESIGN A SHOWPIECE MAP:• Beautiful visual design• Hide sensitive information• Easy for customers to share
Three Schools of ThoughtJTBD helped us innovate
Three Schools of Thought
Three Schools of Thought
Three Schools of Thought
successinnovation
JTBD v Personas
AS A ______
PERSONA
I WANT TO ____
ACTION
SO THAT ____
EXPECTED OUTCOME
User Story
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I don’t get bored in my free time.
Why do Grandma Anna and Just Jack play Two Dots?
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
There’s a lot of information!
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
There’s not a lot of relevant information
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I
don’t get bored in my free time.
As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that I don’t get bored when I’m on the bus.
Not a lot of consistent information
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I
don’t get bored in my free time.
As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
Grandma Anna and Just Jack play Two Dots because they’re bored?
AS A ______
PERSONA
I WANT TO ____
ACTION
SO THAT ____
EXPECTED OUTCOME
TOO MANY ASSUMPTIONS
IRRELEVANTIS THIS THE BEST ACTION TO TAKE?
SITUATION MOTIVATION EXPECTED OUTCOME
Jobs Story
When my granddaughter is napping, I want to do something that will challenge me mentally, so that I can stay sharp and improve my memory.
WHEN ______ I WANT TO ____ SO I CAN ____
Two job stories
When my granddaughter is napping, I want to do something that will challenge
me mentally, so that I can stay sharp and improve my memory.
When I’m sitting on the bus with nothing to do, I want to do something that will challenge me mentally, so that I can
stay sharp and improve my memory.
Grandma Anna and Just Jack aren’t bored, they want a mental challenge!
As a 62 year old grandma named Anna, I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
How to use JTBD
Identify the sub jobs
Identify high level jobs
Observe how it’s done today
Conduct JTBD interviews
Write job stories
Develop Solutions
Focus on a simple process
Identify jobs with quantitative data
TUTORIALS! TIME LIMITS! HINTS!
These become high-level jobs
TWO DOTS TOP FEATURE REQUESTS
TUTORIALS
CUSTOMISABILITY
ADDING GAME CONSTRAINTS
MULTI-PLAYER GAMES
Sub-jobs come from themes
TUTORIALS
HOW-TO’ TUTORIALS ON NEW LEVELS
HINTS’ IN INDIVIDUAL GAMES
TOOLTIPS ON NEW LEVELS
DESCRIPTIVE LEGEND FOR EACH LEVEL
JTBD Interviews
Goals of JTBD interviews
Why do people hire our product?
What are customer’s motivations behind using our
product?
How can we make sure no one switches away?
Do we need to iterate or innovate?
Core elements of JTBD interviews
TIMELINE FOUR FORCESFIRST THOUGHT
FIRST THOUGHT
Questions for physical products
What time of year was it?
Was anyone else with you at the time?
When did you purchase the product?
What was the weather like when you went to buy the
product?
Questions for software products
What tool were you using when you started looking?
Can you remember if anyone else was with you when you
started looking?
Tell me about the old solution, can you remember
how well it was working?
Look to uncover purchasing decisions
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product
Write the Job Story
SITUATION MOTIVATION EXPECTED OUTCOME
Jobs Story
WHEN ______ I WANT TO ____ SO I CAN ____
Job stories are stand-alone artefacts
When my granddaughter is napping, I want to do something that will challenge me mentally, so that I can stay sharp and improve my memory.
Developing solutions becomes easy!
Combining Research Techniques
What should I do when..
My job stories are too granular?
My job stories aren’t validated?
There are too many job stories?
Use JTBD with other methodologies
WHEN ______
I WANT TO ____
SO I CAN ____
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Too many job stories
JOB 1 JOB 2 JOB 3 JOB 4
WHAT
WHY
DEFINE
INDENTIFY
LEARN
COMPARE
INVESTIGATE
JOB 1 JOB 2 JOB 3 JOB 4
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
sub-job
Affinity diagrams helped us define a common process
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
Each part of the process had associated sub-jobs that stemmed from the high-level jobs
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
We could focus on developing one part of the process at a time
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
Affinity diagrams helped us organise our job stories
WHEN ______
I WANT TO ____
SO I CAN ____
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How else can I combine JTBD with other methodologies?
If you want to narrow down job stories, prioritise them
WHEN ______
I WANT TO ____
SO I CAN ____
+SURVEYS
STACK RANKING
BEHAVIOURAL ANALYSIS
If you want to validate job stories, research them
WHEN ______
I WANT TO ____
SO I CAN ____
+JTBD INTERVIEW
CONCEPT TESTING
If you want to organise job stories, map them
WHEN ______
I WANT TO ____
SO I CAN ____
+AFFINITY DIAGRAMS
JOURNEY MAPPING
When in doubt, combine techniques
WHEN ______
I WANT TO ____
SO I CAN ____
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Look to uncover purchasing decisions
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product
Thanks!@sillyjilly_uxr