@madeinlafrance - #jtbd - #pcampsydChristian Lafrance
Interviewing 'Switchers':
A reliable shortcut to feature
definition ...
@madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
– Why focus on ‘switchers’?
– The 4 forces of progr...
@madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
Why focus on ‘switchers’?
@madeinlafrance - #jtbd - #pcampsyd
“ The switch: the moment where there is
an explicit choice towards a new
solution.
Bob...
@madeinlafrance - #jtbd - #pcampsyd
People don’t just buy stuff
They buy what stuff does for them
What
(features)
From Use...
@madeinlafrance - #jtbd - #pcampsyd
The switch...
– Highlights the important criteria customers use
to ‘hire’ or ‘fire’ a ...
@madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
The 4 forces of progress
@madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new...
@madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new...
@madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new...
@madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
Tips to interview
‘switchers’
@madeinlafrance - #jtbd - #pcampsyd
45min on the phone to rewind the timeline
Timeline interview - The Re-Wired Group
Swit...
@madeinlafrance - #jtbd - #pcampsyd
Facilitation
– Rewind the events that led to the switch and
dig into functional, emoti...
@madeinlafrance - #jtbd - #pcampsyd
Finding relevant ‘switchers’
– Explicit choice
> Not habitual purchase (new customers,...
@madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
We only talk to people who have
bought because e...
@madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
If an idea or feature doesn’t clearly
resolve th...
@madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
Instead of reverse engineering your
competitors’...
@madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
So, what next?
JTBD meetup - meetup.com/sydney_jtbd...
Upcoming SlideShare
Loading in...5
×

Interviewing Switchers: a Reliable Shortcut to Feature Definition & Prioritisation

825

Published on

Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else.
It’s in these switching moments that the deepest customer insights can be found and are easiest to uncover.
I'll introduce a simple framework and a quick customer interview technique to help product managers better leverage the drivers and blockers that drive sales and churn:
You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

Published in: Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
825
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • When a customer ‘fires’ an old solution to ‘hire’ a new product to get a ‘job’ done

    Stop listening to your itunes library and subscribe to Spotify to get you going on your way to work
    Stop reading book to watch TED talks to stimulate your mind during your commute
  • PUSH
    Struggle with current situation (no pain no gain)
    e.g.
    “New commute habit Bored during commute”,
    “Tram/train too crowded to read”
    “blackspots on my journey”
    “App doesn’t work with new bluetooth headset”
    “Mobile data surcharges”
    “Advertising interferes with usability”
    “Doesn’t resume listening to episode where I left at”
    “No access to my favourite shows”

    PULL
    Magnetism of new solution the job to be done
    E.g. -Stimulate my mind, get some insights”
    -Uninterrupted distraction on my way to work”
    -Arrive to work in a good mood”
    -I can exercise better”
    -Easy access to content”
    > marketing


    ANXIETY
    Uncertainty regarding new solution
    eg
    Blowing my mobile data cap
    Bad reviews, reviews recommend better app
    Unreliable app provider (free in particular)
    Learning new app
    Ability to access preferred sources
    Disclosing credit card details (1st time purchasers)

    INERTIA
    Cost to abandon current habit
    eg
    Effort to transfer my library of trusted sources
    Listening history
  • PUSH
    Struggle with current situation (no pain no gain)
    e.g.
    “New commute habit Bored during commute”,
    “Tram/train too crowded to read”
    “blackspots on my journey”
    “App doesn’t work with new bluetooth headset”
    “Mobile data surcharges”
    “Advertising interferes with usability”
    “Doesn’t resume listening to episode where I left at”
    “No access to my favourite shows”

    PULL
    Magnetism of new solution the job to be done
    E.g. -Stimulate my mind, get some insights”
    -Uninterrupted distraction on my way to work”
    -Arrive to work in a good mood”
    -I can exercise better”
    -Easy access to content”
    > marketing


    ANXIETY
    Uncertainty regarding new solution
    eg
    Blowing my mobile data cap
    Bad reviews, reviews recommend better app
    Unreliable app provider (free in particular)
    Learning new app
    Ability to access preferred sources
    Disclosing credit card details (1st time purchasers)

    INERTIA
    Cost to abandon current habit
    eg
    Effort to transfer my library of trusted sources
    Listening history
  • At this point, you should have a set of jobs-to-be-done that, if employed correctly, will serve as a lens through which most product decision-making can exist.
    We believe these are the most important leading indicators, because the day you stop adequately serving these jobs, or a competitor serves them better, is the day you start losing customers
  • Use a “Colombo” or “Holmes” type of approach to story telling; recreate the scene of the crime, connecting the dots, checking your logic and deducing the job

    Don’t stop on easy “Other things are easy, why is this easier than something else? Why is easy important at this point in time?”
  • At this point, you should have a set of jobs-to-be-done that, if employed correctly, will serve as a lens through which most product decision-making can exist.
    We believe these are the most important leading indicators, because the day you stop adequately serving these jobs, or a competitor serves them better, is the day you start losing customers
  • Go… find out more
    Try some of these in your regular practice
    Help us solve the problems

  • Interviewing Switchers: a Reliable Shortcut to Feature Definition & Prioritisation

    1. 1. @madeinlafrance - #jtbd - #pcampsydChristian Lafrance Interviewing 'Switchers': A reliable shortcut to feature definition & prioritisation
    2. 2. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd – Why focus on ‘switchers’? – The 4 forces of progress product features need to support to drive acquisition and retention – Tips to interview ‘switchers’
    3. 3. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd Why focus on ‘switchers’?
    4. 4. @madeinlafrance - #jtbd - #pcampsyd “ The switch: the moment where there is an explicit choice towards a new solution. Bob Moesta, Chris Spiek, The Re-Wired Group
    5. 5. @madeinlafrance - #jtbd - #pcampsyd People don’t just buy stuff They buy what stuff does for them What (features) From UserOnboard.com Why (value & outcomes)
    6. 6. @madeinlafrance - #jtbd - #pcampsyd The switch... – Highlights the important criteria customers use to ‘hire’ or ‘fire’ a product > Avoids feature bloat – Crystallises tradeoffs > Helps feature prioritisation – Is what people have done, not aspirations > Is reliable data
    7. 7. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd The 4 forces of progress
    8. 8. @madeinlafrance - #jtbd - #pcampsyd PUSH of the situation PULL of the new solution HABIT of the present ANXIETY of the new solution Business as usual New behaviour Promoting new choiceBlocking change Adapted from The Re-Wired Group People switch when the balance tips Adapted from The Re-Wired Group Switch only happens if ( PUSH + PULL ) > ( ANXIETY + HABIT )
    9. 9. @madeinlafrance - #jtbd - #pcampsyd PUSH of the situation PULL of the new solution HABIT of the present ANXIETY of the new solution Business as usual New behaviour Promoting new choiceBlocking change Adapted from The Re-Wired Group The 4 forces of progress Uncertainty surrounding new solution Outcomes of new solution Problem with existing situation Tug of historical allegiances
    10. 10. @madeinlafrance - #jtbd - #pcampsyd PUSH of the situation PULL of the new solution HABIT of the present ANXIETY of the new solution Business as usual New behaviour Promoting new choiceBlocking change Adapted from The Re-Wired Group Define & prioritise features based on the 4 forces Pain relievers Gain creatorsCatalysers Minimise switching costs
    11. 11. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd Tips to interview ‘switchers’
    12. 12. @madeinlafrance - #jtbd - #pcampsyd 45min on the phone to rewind the timeline Timeline interview - The Re-Wired Group Switch
    13. 13. @madeinlafrance - #jtbd - #pcampsyd Facilitation – Rewind the events that led to the switch and dig into functional, emotional, social ‘hotspots’ > Find what was pushing them to make progress > Find what was pulling them to a new solution > Find what was holding them back – Play naive, don’t assume – Enhance memory recall by asking ‘irrelevant’ details about the context
    14. 14. @madeinlafrance - #jtbd - #pcampsyd Finding relevant ‘switchers’ – Explicit choice > Not habitual purchase (new customers, former/inactive customers, competitors’ new customers) > Not impulse purchase > App installs are ok, paid apps/subscription even better – Switched 1-3 months ago > Deep, real & rich stories
    15. 15. @madeinlafrance - #jtbd - #pcampsyd “ @madeinlafrance - #jtbd - #pcampsyd We only talk to people who have bought because embedded in their choice set is the value code of what they’re willing to switch from and to, so we don’t over-engineer the product. Bob Moesta, The Rewired Group, aka ‘Milkshake Man’
    16. 16. @madeinlafrance - #jtbd - #pcampsyd “ @madeinlafrance - #jtbd - #pcampsyd If an idea or feature doesn’t clearly resolve the job [or value] in some way, it doesn’t deserve to exist or should be de-prioritized. Eric Portelance, Teehan+Lax
    17. 17. @madeinlafrance - #jtbd - #pcampsyd “ @madeinlafrance - #jtbd - #pcampsyd Instead of reverse engineering your competitors’ products, reverse engineer your customers’ decision making. Me, last night
    18. 18. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd So, what next? JTBD meetup - meetup.com/sydney_jtbd JTBD Methods & Tools - flip.it/R9Qqy JTBD Examples - flip.it/gRcWJ Slide design by @justinsincl@madeinlafrance - #jtbd - #pcampsyd

    ×