In the 12th JTBD Meetup in Berlin we explored a few key insights from the latest publication from Alan Klement on applying the Jobs to be Done paradigm to create successful products. In his book 'When Coffee and Kale Compete' Alan defines understanding the progress customers are trying to make in their lives as the foundation of innovation research and product design. If you want to know more, reach out to me, Andrej Balaz (@Designamyte on Twitter) and my co-speakers Tor (@lovskogen) and Hannes (@kaffeetrinken). To meet us in person, come to the next meetup. https://www.meetup.com/Berlin-Jobs-To-Be-Done-Meetup/

1. FRAMING
JOBS
FRAMING
JOBS @DESIGNAMYTE
@LOVSKOGEN
ANDREJ BALAZ,
TOR BOLLIGNMO
SENIOR UX AND SERVICE DESIGNER AT IXDS
SENIOR PRODUCT MANAGER AT DATAPINE

2. FRAMING
JOBS
FRAMING
JOBS

3. WHEN COFFEE & KALE COMPETE
ALAN KLEMENT @ALANKLEMENT

4. SEVERAL CASE STUDIES SHOWING
JTBD THINKING
EVOLUTION OF JTBD LANGUAGE
CUSTOMER PROGRESS AS
FOCAL POINT OF INNOVATION

5. 1ST
TAKE-AWAY
ACTIVITIES, TASKS AND BEHAVIORS ARE NOT JOBS.
FUNCTIONALITY IS NOT PART OF JOBS.
ALAN KLEMENT

7. CUT GRASS WATER GRASS FERTILIZE GRASS

8. GRASS FIELD
SOLUTION
FIELDTURF
SOLUTION

9. AERATE BRUSH SWEEP

10. GRASS FIELD
SOLUTION
MAINTAIN GRASS
ACTIVITY
FERTILIZE, WATER, CUT
TASKS
FIELDTURF
SOLUTION
MAINTAIN FIELDTURF
ACTIVITY
AERATE, BRUSH, SWEEP
TASKS

11. ACTIVITIES AND TASKS ARE SOLELY RELATED
TO CURRENT SOLUTIONS.
THEY DON’T REVEAL CUSTOMER MOTIVATIONS.
ALAN KLEMENT

12. ACTIVITIES AND TASKS ARE SOLELY RELATED
TO CURRENT SOLUTIONS.
THEY DON’T REVEAL MOTIVATIONS.
ALAN KLEMENT
HOW
WHY

13. WHAT IS A
JOB?
WHATISA
JOB?

14. BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the
day and concentrate on more
important stuff.

15. BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the
day and concentrate on more
important stuff.

16. BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the
day and concentrate on more
important stuff.
SOLUTION

17. BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the
day and concentrate on more
important stuff.
SOLUTION
BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the
day and concentrate on more
important stuff.
SOLUTION
JOBS DESCRIBE
THE PROGRESS CUSTOMERS WANT TO MAKE
TO OVERCOME A STRUGGLE

18. NOT A GOOD JOB STATEMENT:
Get me and my kids from
A to B.
BETTER:
Help me transport my kids
without having to worry about
sending them alone.

19. NOT A GOOD JOB STATEMENT:
Get me and my kids from
A to B.
BETTER:
Help me transport my kids
without having to worry about
sending them alone.
JOBS ARE NOT
JUST FUNCTIONAL

20. NOT A GOOD JOB STATEMENT:
Get me and my kids from
A to B.
The job of a car is...
BETTER:
Help me transport my kids
without having to worry about
sending them alone.
Grant me the peace of mind
that I can go anywhere I want.

21. NOT A GOOD JOB STATEMENT:
Get me and my kids from
A to B.
The job of a car is...
BETTER:
Help me transport my kids
without having to worry about
sending them alone.
Grant me the peace of mind
that I can go anywhere I want.
JOBS ARE NOT
JUST FUNCTIONAL
PRODUCTS
DON’T HAVE JOBS

22. JOB STORIESJOBSTORIES

23. JOB STORIES DESCRIBE
CONCRETE STRUGGLING MOMENTS

24. WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?

25. WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?
Once customers find a solution and use
it, how has life changed for the better?
What’s possible what wasn’t before?

26. WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?
Once customers find a solution and use
it, how has life changed for the better?
What’s possible what wasn’t before?
Customers imagine effects that a solution
should have. What effects should the
solution have?

27. 2ND
TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT,
IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN IMPROVEMENT.

28. 2ND
TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT,
IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN IMPROVEMENT.
BEWARE OF ACTIVITIES, SOLUTIONS OR PERSONAS

29. WHEN
I WANT
SO THAT
I am previewing a visual design,
descriptions of each area of the design,
that other designers will see and discuss the
design and understand my reasoning.
ACTIVITY, BUT NO STRUGGLE
SOLUTIONS, NOT THEIR EFFECTS
PERSONAS MIGHT MISLEAD AS
DIFFERENT PEOPLE CAN SHARE
THE SAME STRUGGLE.
EXAMPLE OF A BAD JOB STORY:

30. WHEN
I WANT
SO THAT
I am presenting my visual design and I’m
worried that people will reject its merits,
something objective to back it up,
that people will see and discuss the design
with less subjective bias.
PUSH / STRUGGLE
IMAGINED EFFECTS
PULL / PROGRESS / NEW LIFE

32. JTBD.INFO
WHENCOFFEEANDKALECOMPETE.COM
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE
TOR BOLLINGMO
@LOVSKOGEN
JTBD.INFO
WHENCOFFEEANDKALECOMPETE.COM
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE
TOR BOLLINGMO
@LOVSKOGEN