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WHAT SHOULD WE BUILD? Defining the Jobs to be Done behindcompanies.com @marcelosomers #BigDJobs

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More notes and a video of the talk are available at http://behindcompanies.com/2012/06/talk-notes-big-design-2012/

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Page 1: What Should We Build? Defining the Jobs to be Done

WHAT SHOULD WE BUILD?Defining the Jobs to be Done

behindcompanies.com

@marcelosomers#BigDJobs

Page 2: What Should We Build? Defining the Jobs to be Done

Hello.

Page 3: What Should We Build? Defining the Jobs to be Done

OUR CLIENTS HIRE US TO OWNTHEIR TOUGHEST PROBLEMSTHEY RETAIN US BECAUSE WEKEEP OUR PROMISES

Page 4: What Should We Build? Defining the Jobs to be Done
Page 5: What Should We Build? Defining the Jobs to be Done
Page 6: What Should We Build? Defining the Jobs to be Done

(d)esign(D)esign

NOT

#BigDJobs

Page 7: What Should We Build? Defining the Jobs to be Done

design AS

OUTCOME

#BigDJobs

Page 8: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 9: What Should We Build? Defining the Jobs to be Done

DESIGN AS

PROCESSdesign AS

OUTCOME

#BigDJobs

Page 10: What Should We Build? Defining the Jobs to be Done

Elizabeth Boling:"Designer” does not mean “artist” – though lots of people want to think it does. The job of a designer is not self-expression, it’s problem-solving."

#BigDJobs

Page 11: What Should We Build? Defining the Jobs to be Done

DESIGN AS

PROCESSdesign AS

OUTCOME

Same skill,different result

#BigDJobs

Page 12: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 13: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 14: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 15: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 16: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 17: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 18: What Should We Build? Defining the Jobs to be Done

Competitive Advantage#BigDJobs

Page 19: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s

Competitive Advantage#BigDJobs

Page 20: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s

Competitive Advantage#BigDJobs

Page 21: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

Competitive Advantage#BigDJobs

Page 22: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

Competitive Advantage#BigDJobs

Page 23: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

2000sMaking BETTERThings

Competitive Advantage#BigDJobs

Page 24: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

2000sMaking BETTERThings

Competitive Advantage#BigDJobs

Page 25: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

2000sMaking BETTERThings

Competitive Advantage

?

#BigDJobs

Page 26: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

2000sMaking BETTERThings

Competitive Advantage

?

#BigDJobs

Page 27: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 28: What Should We Build? Defining the Jobs to be Done

When technology delivers basic needs, user experience dominates

–Donald Norman

#BigDJobs

Page 29: What Should We Build? Defining the Jobs to be Done

Making Things Cheaper

60s&70s 80s&90sMaking Things BETTER

2000sMaking BETTERThings

Competitive Advantage

2000s+MAKING

memorableexperiences

#BigDJobs

Page 30: What Should We Build? Defining the Jobs to be Done

User Experience

Hierarchy of Needs

#BigDJobs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)

http://amzn.to/zFxjd6
http://amzn.to/zFxjd6
http://bigbadcollab.com
http://bigbadcollab.com
Page 31: What Should We Build? Defining the Jobs to be Done

User Experience

Hierarchy of Needs

#BigDJobs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)

http://amzn.to/zFxjd6
http://amzn.to/zFxjd6
http://bigbadcollab.com
http://bigbadcollab.com
Page 32: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)

How?

http://amzn.to/zFxjd6
http://amzn.to/zFxjd6
http://bigbadcollab.com
http://bigbadcollab.com
Page 33: What Should We Build? Defining the Jobs to be Done
Page 34: What Should We Build? Defining the Jobs to be Done
Page 35: What Should We Build? Defining the Jobs to be Done

Today’s Talk

#BigDJobs

Page 36: What Should We Build? Defining the Jobs to be Done

10 Stepsto a Meaningful Product

#BigDJobs

Page 37: What Should We Build? Defining the Jobs to be Done

10 Stepsto a Meaningful Product

you can’t make

MEANINGFUL

#BigDJobs

Page 38: What Should We Build? Defining the Jobs to be Done

Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)

How?

http://amzn.to/zFxjd6
http://amzn.to/zFxjd6
http://bigbadcollab.com
http://bigbadcollab.com
Page 39: What Should We Build? Defining the Jobs to be Done

Observe

#BigDJobs

Page 40: What Should We Build? Defining the Jobs to be Done

Raise your hand...

#BigDJobs

Page 41: What Should We Build? Defining the Jobs to be Done

You’re a Guy1

#BigDJobs

Page 42: What Should We Build? Defining the Jobs to be Done

You’re a Guy1

YOU’RE OVER 352

#BigDJobs

Page 43: What Should We Build? Defining the Jobs to be Done

You’re a Guy1

YOU’RE OVER 352

YOU WERE BORN IN TEXAS3

#BigDJobs

Page 44: What Should We Build? Defining the Jobs to be Done

What do old guys in Texas do?

#BigDJobs

Page 45: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 46: What Should We Build? Defining the Jobs to be Done

No one buys

GenderPriceInterestsLocationReligionIncome

Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality

because they’re

#BigDJobs

Page 47: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 48: What Should We Build? Defining the Jobs to be Done
Page 49: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 50: What Should We Build? Defining the Jobs to be Done

the result≠how you get there

#BigDJobs

Page 51: What Should We Build? Defining the Jobs to be Done

Categorize

#BigDJobs

Page 52: What Should We Build? Defining the Jobs to be Done

THE UX STACK#BigDJobs

Page 53: What Should We Build? Defining the Jobs to be Done

PurposeWHAT GOAL ARE WE

TRYING TO ACHIEVE?

THE UX STACK#BigDJobs

Page 54: What Should We Build? Defining the Jobs to be Done

PurposeWHAT GOAL ARE WE

TRYING TO ACHIEVE?

THE UX STACK

AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?

#BigDJobs

Page 55: What Should We Build? Defining the Jobs to be Done

PurposeWHAT GOAL ARE WE

TRYING TO ACHIEVE?

THE UX STACK

AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?

ContentWHAT FEATURES DOES THE

AUDIENCE NEED?

#BigDJobs

Page 56: What Should We Build? Defining the Jobs to be Done

PurposeWHAT GOAL ARE WE

TRYING TO ACHIEVE?

THE UX STACK

AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?

ContentWHAT FEATURES DOES THE

AUDIENCE NEED?

DesignWHAT IS THE BEST WAY TO

PRESENT THE CONTENT?

#BigDJobs

Page 57: What Should We Build? Defining the Jobs to be Done

PurposeWHAT GOAL ARE WE

TRYING TO ACHIEVE?

THE UX STACK

AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?

ContentWHAT FEATURES DOES THE

AUDIENCE NEED?

DesignWHAT IS THE BEST WAY TO

PRESENT THE CONTENT?

TechnologyHOW IS THE MESSAGE

PHYSICALLY PRESENTED?

#BigDJobs

Page 58: What Should We Build? Defining the Jobs to be Done

AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?

#BigDJobs

Page 59: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Jobsto beDone

Page 60: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 61: What Should We Build? Defining the Jobs to be Done

AttributesGenderPriceInterestsLocationReligionIncome

Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality

#BigDJobs

Page 62: What Should We Build? Defining the Jobs to be Done

AttributesGenderPriceInterestsLocationReligionIncome

Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality

CircumstancesBreakfast on a long, boring commuteNeed to give kids a quick snack

#BigDJobs

Page 63: What Should We Build? Defining the Jobs to be Done

A model forCustomer Change

#BigDJobs

Page 64: What Should We Build? Defining the Jobs to be Done

The Rewired Group

The Equation of Progress#BigDJobs

Page 65: What Should We Build? Defining the Jobs to be Done

The Rewired Group

F1Push of the

Situation

Progress Making Forces

The Equation of Progress#BigDJobs

Page 66: What Should We Build? Defining the Jobs to be Done

The Rewired Group

F1Push of the

Situation

F2Pull of the

New Solution

Progress Making Forces

The Equation of Progress#BigDJobs

Page 67: What Should We Build? Defining the Jobs to be Done

The Rewired Group

F1Push of the

Situation

F2Pull of the

New Solution

F3Allegiance toPast Behavior

Progress Making Forces Progress Hindering Forces

The Equation of Progress#BigDJobs

Page 68: What Should We Build? Defining the Jobs to be Done

The Rewired Group

F1Push of the

Situation

F2Pull of the

New Solution

F4Anxiety of

New Solution

F3Allegiance toPast Behavior

Progress Making Forces Progress Hindering Forces

The Equation of Progress#BigDJobs

Page 69: What Should We Build? Defining the Jobs to be Done

The Rewired Group

F1Push of the

Situation

F2Pull of the

New Solution

F4Anxiety of

New Solution

F3Allegiance toPast Behavior

+ +>Progress Making Forces Progress Hindering Forces

The Equation of Progress#BigDJobs

Page 70: What Should We Build? Defining the Jobs to be Done

There's a greater emotional aspect to jobs than we want to give credit for.

Bob Moesta

#BigDJobs

Page 71: What Should We Build? Defining the Jobs to be Done

#BigDJobs

Page 72: What Should We Build? Defining the Jobs to be Done

Rather than asking customers what they want, listen to the stories they tell

http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/

#BigDJobs

http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/
http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/
Page 73: What Should We Build? Defining the Jobs to be Done

Marketing Jobs

#BigDJobs

Page 74: What Should We Build? Defining the Jobs to be Done

http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg

#BigDJobs

http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg
http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg
Page 75: What Should We Build? Defining the Jobs to be Done

Companies need to regularly ask themselves, ‘Are we in the steam locomotive business, or the transportation business?’

https://twitter.com/#!/joncarroll/status/154701998082629632

#BigDJobs

https://twitter.com/#!/joncarroll/status/154701998082629632
https://twitter.com/#!/joncarroll/status/154701998082629632
Page 76: What Should We Build? Defining the Jobs to be Done

THANK YOU!behindcompanies.com

@marcelosomers#BigDJobs

http://behindcompanies.com/bigd12

http://behindcompanies.com
http://behindcompanies.com

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