SlideShare ist ein Scribd-Unternehmen logo
1 von 33
Downloaden Sie, um offline zu lesen
Designing
products against
customer jobs
ProductTank Berlin #7: Lean UX
July 22, 2015 • Hannes Jentsch & Martin Jordan
BACKG RO UND
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 DA N ,
Experience design,
HERE/Nokia
@Martin_Jordan
POINT O F VIEW
Jobs-to-be-Done Framework
in Context of Lean Approach
Applied JTBD tools in lean environments
for past 2 years at Nokia’s HERE
JTBD tools help to formulate a minimal viable
product that fits the customers’ jobs
Who of you has used
the Value Proposition Canvas?
Who of you has investigated
customers jobs?
QUESTION
Your JTBD experience
“People don’t want to buy
a quarter-inch drill.
They want a quarter-inch hole!
”
QUOTE
— 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
FOCUS
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
Designing products against customer jobs
J OB
Orientate in an
unfamiliar area
Designing products against customer jobs
JOB
Communicate
with a friend
Designing products against customer jobs
JOB
Document
my life
“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.
”
QUOTE
— C L AY C H R I S T E N S E N , Professor for Management
Source: http://www.christenseninstitute.org/
BELIEF
Job-to-be-Done is a …
Framework for developing & communicating
product and services
Mindset for understanding human behaviour, and
why people switch from one offering to another
Set of tools and methods for almost every part
of the product development process
Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Profits, and Quality’
by Ron Mascitelli
APPLICATI ON
In Lean Product Development
Retrospective
interviews
Forces Customer Job
Definition
Customer
Job Map
Job Stories ----------------------->
Consider-
ation Set
JTBD-based
Marketing
APPLICATI ON
In Lean Product Development
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 specific 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.
TOOLS & METHODS
Retrospective Interviews
First
thought
Event 1
BUY
Event 2
Passive
looking
Active
looking
Deciding Consuming
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TOOLS & METHODS
Forces
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TOOLS & METHODS
Forces
TOOLS & METHODS
Consideration Set
Understanding competition in the users’ mind and
their different qualities.
Entertaining
in the evening
TOOLS & METHODS
Consideration Set
Understanding competition in the users’ mind and
their different qualities.
Concert Friends
Live Social
Television
Free
Streaming
Service
Choice
TOOLS & METHODS
Customer Job Definition
So 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
clarification of the context in which the job is
performed.
e.g. ‘Clean clothes quickly’
or ‘Manage personal
finances 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.
Emotional /
personal
jobs
Functional
jobs
Social
jobs
Kinds of jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Retrospective
interviews
Forces Customer Job
Definition
Job Stories ----------------------->
Consider-
ation Set
JTBD-based
Marketing
APPLICATI ON
In Lean Product Development
Customer
Job Map
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
CONTEXT
Woke up too late that morning
TOUCHPOINT
Urban navigation app
WANTED OUTCOME
Discovering the best option to get to work fast
UNWANTED OUTCOME
Wasting more time with searching for options
FUNCTIONAL JOB
Finding the fastest way to get to work
EMOTIONAL JOB
Regaining control of the situation
SOCIAL JOB
Letting 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
TOOLS & METHODS
Customer Job Map
For describing context, brief for idea,
validating designs, measuring success
When I want to So I can
Situation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from
https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
TOOLS & METHODS
Job Stories
When I am on my island round trip where
I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
I want to easily pick photos I took that day and
sync them whenever connected to a WiFi
So I can I can share my photos with friends
and family.
TOOLS & METHODS
Job Stories
TOOLS & METHODS
JTBD-based Marketing
Taking not about your product features, but name
the customers’ problems – so they know your
offering is a solution worth hiring.
TOOLS & METHODS
JTBD-based Marketing
Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers
VALUE
Benefits 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.
NEX T
Where to start
Conduct retrospective interviews with customers or
users who used your or your competitors’ offering.
Understand the jobs they tried to get done.
And start tweaking your product accordingly.
RECOMMENDATIONS
Address progress-
blocking forces,
foster forces that
promote progress
Embrace JTBD language
across silos to reduce
friction & improve
knowledge flow
Understand your
customers’ desired
outcomes
Don’t talk about
features, but how
your offering helps
getting jobs done
NEX T
Berlin JTBD Meetup
Check meetup.com for the upcoming event:
http://www.meetup.com/berlin-jobs-to-be-done-meetup/

Weitere ähnliche Inhalte

Was ist angesagt?

Jobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionJobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionRizwan Javaid
 
Jobs to Be Done JTBD - Jillian Wells
Jobs to Be Done JTBD - Jillian WellsJobs to Be Done JTBD - Jillian Wells
Jobs to Be Done JTBD - Jillian Wellsuxbri
 
Product Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsProduct Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsMarc Abraham
 
New is Easy but Right is Hard: Hacking Product Management
New is Easy but Right is Hard: Hacking Product ManagementNew is Easy but Right is Hard: Hacking Product Management
New is Easy but Right is Hard: Hacking Product ManagementBernard Leong
 
What is Design Thinking? (Tim Brown, 2008)
What is Design Thinking? (Tim Brown, 2008)What is Design Thinking? (Tim Brown, 2008)
What is Design Thinking? (Tim Brown, 2008)Léo H.
 
Design with IDEO: Designing Sustainable Human Centered Business Models
Design with IDEO: Designing Sustainable Human Centered Business ModelsDesign with IDEO: Designing Sustainable Human Centered Business Models
Design with IDEO: Designing Sustainable Human Centered Business ModelsPemo Theodore
 
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...Business of Software Conference
 
Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyJim Kalbach
 
More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on researchMore research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on researchChris Avore
 
Lean Product Discovery
Lean Product DiscoveryLean Product Discovery
Lean Product DiscoveryDavid Hawks
 
Design in Tech Report 2017
Design in Tech Report 2017Design in Tech Report 2017
Design in Tech Report 2017John Maeda
 
Product Discovery At Google
Product Discovery At GoogleProduct Discovery At Google
Product Discovery At GoogleJohn Gibbon
 
Demystifying the Design Sprint
Demystifying the Design SprintDemystifying the Design Sprint
Demystifying the Design SprintFresh Tilled Soil
 
UX Maturity Models
UX Maturity Models   UX Maturity Models
UX Maturity Models Gena Drahun
 

Was ist angesagt? (20)

Jobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionJobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An Introduction
 
Introduction to UX Research
Introduction to UX ResearchIntroduction to UX Research
Introduction to UX Research
 
IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016IDEO - Design thinking workshop 2016
IDEO - Design thinking workshop 2016
 
Practical JTBD
Practical JTBDPractical JTBD
Practical JTBD
 
Jobs to Be Done JTBD - Jillian Wells
Jobs to Be Done JTBD - Jillian WellsJobs to Be Done JTBD - Jillian Wells
Jobs to Be Done JTBD - Jillian Wells
 
Jobs to Be Done
Jobs to Be DoneJobs to Be Done
Jobs to Be Done
 
Jobs To Be Done
Jobs To Be DoneJobs To Be Done
Jobs To Be Done
 
Product Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsProduct Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmaps
 
New is Easy but Right is Hard: Hacking Product Management
New is Easy but Right is Hard: Hacking Product ManagementNew is Easy but Right is Hard: Hacking Product Management
New is Easy but Right is Hard: Hacking Product Management
 
What is Design Thinking? (Tim Brown, 2008)
What is Design Thinking? (Tim Brown, 2008)What is Design Thinking? (Tim Brown, 2008)
What is Design Thinking? (Tim Brown, 2008)
 
Design with IDEO: Designing Sustainable Human Centered Business Models
Design with IDEO: Designing Sustainable Human Centered Business ModelsDesign with IDEO: Designing Sustainable Human Centered Business Models
Design with IDEO: Designing Sustainable Human Centered Business Models
 
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...
BoSON21 | Bob Moesta | Developing the Five Skills of an Entrepreneur and Inno...
 
Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX Strategy
 
More research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on researchMore research, more frequently: How to sell your stakeholders on research
More research, more frequently: How to sell your stakeholders on research
 
Lean Product Discovery
Lean Product DiscoveryLean Product Discovery
Lean Product Discovery
 
Design in Tech Report 2017
Design in Tech Report 2017Design in Tech Report 2017
Design in Tech Report 2017
 
Product Discovery At Google
Product Discovery At GoogleProduct Discovery At Google
Product Discovery At Google
 
Demystifying the Design Sprint
Demystifying the Design SprintDemystifying the Design Sprint
Demystifying the Design Sprint
 
Product vision workshop
Product vision workshopProduct vision workshop
Product vision workshop
 
UX Maturity Models
UX Maturity Models   UX Maturity Models
UX Maturity Models
 

Ähnlich wie Designing products against customer jobs

Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdfJobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdfMark Opanasiuk
 
User Experience Research: Deriving Insights for Customer Development
User Experience Research: Deriving Insights for Customer DevelopmentUser Experience Research: Deriving Insights for Customer Development
User Experience Research: Deriving Insights for Customer DevelopmentNoreen Whysel
 
Introduction To Product Management
Introduction To Product ManagementIntroduction To Product Management
Introduction To Product ManagementJovana Tokic
 
Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!SQALab
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?Graham O'Connor
 
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Jeremy Johnson
 
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...The Digital Innovators' Guide: How Services Companies Launch Successful Digit...
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...Highland
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UXJohn Rockson
 
G1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PDG1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PD2020107940
 
Анна Мамаєва “Don’t ask customers what they want ” Lviv Project Management Day
Анна Мамаєва  “Don’t ask customers what they want ” Lviv Project Management DayАнна Мамаєва  “Don’t ask customers what they want ” Lviv Project Management Day
Анна Мамаєва “Don’t ask customers what they want ” Lviv Project Management DayLviv Startup Club
 
OLA 2014: Startup Library 101
OLA 2014: Startup Library 101OLA 2014: Startup Library 101
OLA 2014: Startup Library 101M.J. D'Elia
 
Lean LaunchPad NYU ITP 2.3.2014
Lean LaunchPad NYU ITP 2.3.2014Lean LaunchPad NYU ITP 2.3.2014
Lean LaunchPad NYU ITP 2.3.2014Jen van der Meer
 
Forelesning2
Forelesning2Forelesning2
Forelesning2Jennypuus
 
Building a UX Research Program
Building a UX Research ProgramBuilding a UX Research Program
Building a UX Research ProgramKelley Howell
 
How to measure the product value
How to measure the product valueHow to measure the product value
How to measure the product valueIlaria Mauric
 
Fintech Belgium Summit 2017 - Societal Impact - Anais Digital by Reynald Le...
Fintech Belgium Summit 2017 -  Societal Impact - Anais Digital  by Reynald Le...Fintech Belgium Summit 2017 -  Societal Impact - Anais Digital  by Reynald Le...
Fintech Belgium Summit 2017 - Societal Impact - Anais Digital by Reynald Le...FinTech Belgium
 
Putting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and InsurancePutting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and InsuranceJosh Levine
 
Useful JTBD training eng
Useful JTBD training engUseful JTBD training eng
Useful JTBD training engArtem Zhiganov
 

Ähnlich wie Designing products against customer jobs (20)

Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdfJobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
 
Lessons from: 2015
Lessons from: 2015Lessons from: 2015
Lessons from: 2015
 
User Experience Research: Deriving Insights for Customer Development
User Experience Research: Deriving Insights for Customer DevelopmentUser Experience Research: Deriving Insights for Customer Development
User Experience Research: Deriving Insights for Customer Development
 
Introduction To Product Management
Introduction To Product ManagementIntroduction To Product Management
Introduction To Product Management
 
Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!Business Analysts are on the GO: Design with users, not for them!
Business Analysts are on the GO: Design with users, not for them!
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?
 
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
 
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...The Digital Innovators' Guide: How Services Companies Launch Successful Digit...
The Digital Innovators' Guide: How Services Companies Launch Successful Digit...
 
Growth Hacking with Lean UX
Growth Hacking with Lean UXGrowth Hacking with Lean UX
Growth Hacking with Lean UX
 
G1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PDG1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PD
 
Анна Мамаєва “Don’t ask customers what they want ” Lviv Project Management Day
Анна Мамаєва  “Don’t ask customers what they want ” Lviv Project Management DayАнна Мамаєва  “Don’t ask customers what they want ” Lviv Project Management Day
Анна Мамаєва “Don’t ask customers what they want ” Lviv Project Management Day
 
OLA 2014: Startup Library 101
OLA 2014: Startup Library 101OLA 2014: Startup Library 101
OLA 2014: Startup Library 101
 
Lean LaunchPad NYU ITP 2.3.2014
Lean LaunchPad NYU ITP 2.3.2014Lean LaunchPad NYU ITP 2.3.2014
Lean LaunchPad NYU ITP 2.3.2014
 
Forelesning2
Forelesning2Forelesning2
Forelesning2
 
Building a UX Research Program
Building a UX Research ProgramBuilding a UX Research Program
Building a UX Research Program
 
How to measure the product value
How to measure the product valueHow to measure the product value
How to measure the product value
 
Fintech Belgium Summit 2017 - Societal Impact - Anais Digital by Reynald Le...
Fintech Belgium Summit 2017 -  Societal Impact - Anais Digital  by Reynald Le...Fintech Belgium Summit 2017 -  Societal Impact - Anais Digital  by Reynald Le...
Fintech Belgium Summit 2017 - Societal Impact - Anais Digital by Reynald Le...
 
Putting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and InsurancePutting the Customer at the Core - Design Thinking and Insurance
Putting the Customer at the Core - Design Thinking and Insurance
 
04 Горшунов Владимир - AgileLAB: Product Ownership
04 Горшунов Владимир - AgileLAB: Product Ownership04 Горшунов Владимир - AgileLAB: Product Ownership
04 Горшунов Владимир - AgileLAB: Product Ownership
 
Useful JTBD training eng
Useful JTBD training engUseful JTBD training eng
Useful JTBD training eng
 

Mehr von Martin Jordan

Data & Services / Service Lab London
Data & Services / Service Lab LondonData & Services / Service Lab London
Data & Services / Service Lab LondonMartin Jordan
 
Designing for a better citizen experience / UX Camp Europe 2016
Designing for a better citizen experience / UX Camp Europe 2016Designing for a better citizen experience / UX Camp Europe 2016
Designing for a better citizen experience / UX Camp Europe 2016Martin Jordan
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtMartin Jordan
 
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired forService Design Drinks Warsaw #1 / Uncovering the job your service is hired for
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired forMartin Jordan
 
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
 
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done InterviewsJTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done InterviewsMartin Jordan
 
Smarter Touchpoints & Contextual Services
Smarter Touchpoints & Contextual ServicesSmarter Touchpoints & Contextual Services
Smarter Touchpoints & Contextual ServicesMartin Jordan
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Martin Jordan
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamMartin Jordan
 
Apps as Machines — ThingsCon Berlin 2014
Apps as Machines — ThingsCon Berlin 2014Apps as Machines — ThingsCon Berlin 2014
Apps as Machines — ThingsCon Berlin 2014Martin Jordan
 
Design Toolbox — teaching design, its processes & methods
Design Toolbox — teaching design, its processes & methodsDesign Toolbox — teaching design, its processes & methods
Design Toolbox — teaching design, its processes & methodsMartin Jordan
 
This is Service Design / DMY Symposium / June 7, 2012
This is Service Design / DMY Symposium / June 7, 2012This is Service Design / DMY Symposium / June 7, 2012
This is Service Design / DMY Symposium / June 7, 2012Martin Jordan
 
Creating meaningful experiences — re:publica XI workshop
Creating meaningful experiences — re:publica XI workshopCreating meaningful experiences — re:publica XI workshop
Creating meaningful experiences — re:publica XI workshopMartin Jordan
 
Input: User-centred Design / Global Service Jam Berlin 2011
Input: User-centred Design / Global Service Jam Berlin 2011Input: User-centred Design / Global Service Jam Berlin 2011
Input: User-centred Design / Global Service Jam Berlin 2011Martin Jordan
 

Mehr von Martin Jordan (14)

Data & Services / Service Lab London
Data & Services / Service Lab LondonData & Services / Service Lab London
Data & Services / Service Lab London
 
Designing for a better citizen experience / UX Camp Europe 2016
Designing for a better citizen experience / UX Camp Europe 2016Designing for a better citizen experience / UX Camp Europe 2016
Designing for a better citizen experience / UX Camp Europe 2016
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule Darmstadt
 
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired forService Design Drinks Warsaw #1 / Uncovering the job your service is hired for
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for
 
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...
 
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done InterviewsJTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
 
Smarter Touchpoints & Contextual Services
Smarter Touchpoints & Contextual ServicesSmarter Touchpoints & Contextual Services
Smarter Touchpoints & Contextual Services
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH Potsdam
 
Apps as Machines — ThingsCon Berlin 2014
Apps as Machines — ThingsCon Berlin 2014Apps as Machines — ThingsCon Berlin 2014
Apps as Machines — ThingsCon Berlin 2014
 
Design Toolbox — teaching design, its processes & methods
Design Toolbox — teaching design, its processes & methodsDesign Toolbox — teaching design, its processes & methods
Design Toolbox — teaching design, its processes & methods
 
This is Service Design / DMY Symposium / June 7, 2012
This is Service Design / DMY Symposium / June 7, 2012This is Service Design / DMY Symposium / June 7, 2012
This is Service Design / DMY Symposium / June 7, 2012
 
Creating meaningful experiences — re:publica XI workshop
Creating meaningful experiences — re:publica XI workshopCreating meaningful experiences — re:publica XI workshop
Creating meaningful experiences — re:publica XI workshop
 
Input: User-centred Design / Global Service Jam Berlin 2011
Input: User-centred Design / Global Service Jam Berlin 2011Input: User-centred Design / Global Service Jam Berlin 2011
Input: User-centred Design / Global Service Jam Berlin 2011
 

Kürzlich hochgeladen

Enterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze IncEnterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze Incrobinwilliams8624
 
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLBig Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLAlluxio, Inc.
 
JS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIJS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIIvo Andreev
 
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.Sharon Liu
 
Webinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptWebinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptkinjal48
 
eAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionseAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionsNirav Modi
 
How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?AmeliaSmith90
 
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmony
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine HarmonyLeveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmony
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmonyelliciumsolutionspun
 
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Jaydeep Chhasatia
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native BuildpacksVish Abrams
 
Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadIvo Andreev
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageDista
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies
 
Why Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfWhy Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfBrain Inventory
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeNeo4j
 
Generative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilGenerative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilVICTOR MAESTRE RAMIREZ
 
AI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyAI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyRaymond Okyere-Forson
 
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfTobias Schneck
 
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...OnePlan Solutions
 

Kürzlich hochgeladen (20)

Enterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze IncEnterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze Inc
 
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/MLBig Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
Big Data Bellevue Meetup | Enhancing Python Data Loading in the Cloud for AI/ML
 
JS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AIJS-Experts - Cybersecurity for Generative AI
JS-Experts - Cybersecurity for Generative AI
 
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
20240319 Car Simulator Plan.pptx . Plan for a JavaScript Car Driving Simulator.
 
Webinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.pptWebinar_050417_LeClair12345666777889.ppt
Webinar_050417_LeClair12345666777889.ppt
 
eAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionseAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspections
 
Salesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptxSalesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptx
 
How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?
 
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmony
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine HarmonyLeveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmony
Leveraging DxSherpa's Generative AI Services to Unlock Human-Machine Harmony
 
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
Optimizing Business Potential: A Guide to Outsourcing Engineering Services in...
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native Buildpacks
 
Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and Bad
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in Trivandrum
 
Why Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdfWhy Choose Brain Inventory For Ecommerce Development.pdf
Why Choose Brain Inventory For Ecommerce Development.pdf
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG time
 
Generative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilGenerative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-Council
 
AI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyAI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human Beauty
 
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
 
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
 

Designing products against customer jobs

  • 1. Designing products against customer jobs ProductTank Berlin #7: Lean UX July 22, 2015 • Hannes Jentsch & Martin Jordan
  • 2. BACKG RO UND 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 DA N , Experience design, HERE/Nokia @Martin_Jordan
  • 3. POINT O F VIEW Jobs-to-be-Done Framework in Context of Lean Approach Applied JTBD tools in lean environments for past 2 years at Nokia’s HERE JTBD tools help to formulate a minimal viable product that fits the customers’ jobs
  • 4. Who of you has used the Value Proposition Canvas? Who of you has investigated customers jobs? QUESTION Your JTBD experience
  • 5. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole! ” QUOTE — 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
  • 6. FOCUS 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
  • 8. J OB Orientate in an unfamiliar area
  • 13. “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. ” QUOTE — C L AY C H R I S T E N S E N , Professor for Management Source: http://www.christenseninstitute.org/
  • 14. BELIEF Job-to-be-Done is a … Framework for developing & communicating product and services Mindset for understanding human behaviour, and why people switch from one offering to another Set of tools and methods for almost every part of the product development process
  • 15. Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Profits, and Quality’ by Ron Mascitelli APPLICATI ON In Lean Product Development
  • 16. Retrospective interviews Forces Customer Job Definition Customer Job Map Job Stories -----------------------> Consider- ation Set JTBD-based Marketing APPLICATI ON In Lean Product Development
  • 17. 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 specific 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. TOOLS & METHODS Retrospective Interviews First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming
  • 18. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 19. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 20. TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Entertaining in the evening
  • 21. TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Concert Friends Live Social Television Free Streaming Service Choice
  • 22. TOOLS & METHODS Customer Job Definition So 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 clarification of the context in which the job is performed. e.g. ‘Clean clothes quickly’ or ‘Manage personal finances 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.
  • 23. Emotional / personal jobs Functional jobs Social jobs Kinds of jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 24. Retrospective interviews Forces Customer Job Definition Job Stories -----------------------> Consider- ation Set JTBD-based Marketing APPLICATI ON In Lean Product Development Customer Job Map
  • 25. 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 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting 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 TOOLS & METHODS Customer Job Map
  • 26. For describing context, brief for idea, validating designs, measuring success When I want to So I can Situation Need Goal Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27. TOOLS & METHODS Job Stories
  • 27. When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and sync them whenever connected to a WiFi So I can I can share my photos with friends and family. TOOLS & METHODS Job Stories
  • 28. TOOLS & METHODS JTBD-based Marketing Taking not about your product features, but name the customers’ problems – so they know your offering is a solution worth hiring.
  • 29. TOOLS & METHODS JTBD-based Marketing Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers
  • 30. VALUE Benefits 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.
  • 31. NEX T Where to start Conduct retrospective interviews with customers or users who used your or your competitors’ offering. Understand the jobs they tried to get done. And start tweaking your product accordingly.
  • 32. RECOMMENDATIONS Address progress- blocking forces, foster forces that promote progress Embrace JTBD language across silos to reduce friction & improve knowledge flow Understand your customers’ desired outcomes Don’t talk about features, but how your offering helps getting jobs done
  • 33. NEX T Berlin JTBD Meetup Check meetup.com for the upcoming event: http://www.meetup.com/berlin-jobs-to-be-done-meetup/