What Should We Build? Defining the Jobs to be Done

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

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

#BigDJobs (D)esign T NO (d)esign

#BigDJobs design AS OUTCOME

#BigDJobs

#BigDJobs DESIGN AS PROCESS design AS OUTCOME

#BigDJobs 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 Same DESIGN AS diffe rent skill, PROCESS result design AS OUTCOME

#BigDJobs

#BigDJobs Competitive Advantage

#BigDJobs Competitive Advantage 60s&70s Making Things Cheaper

#BigDJobs Competitive Advantage 60s&70s 80s&90s Making Making Things Things Cheaper BETTER

#BigDJobs Competitive Advantage 60s&70s 80s&90s 2000s Making Making Making Things Things BETTER Cheaper BETTER Things

#BigDJobs Competitive Advantage 60s&70s 80s&90s 2000s Making Making Making Things Things BETTER Cheaper BETTER Things ?

#BigDJobs

#BigDJobs When technology delivers basic needs, user experience dominates –Donald Norman

#BigDJobs Competitive Advantage 60s&70s 80s&90s 2000s 2000s+ Making Making Making MAKING Things Things BETTER memorable experiences Cheaper BETTER Things

#BigDJobs nce erie ds Exp Nee ser hy of U c Hie rar Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)

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

#BigDJobs Today’s Talk

#BigDJobs 10 Steps to a Meaningful Product

#BigDJobs 10 NINGFUL Steps n’t ma ke y ou ca to aM EA Product Meaningful

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

#BigDJobs Observe

#BigDJobs Raise your hand...

#BigDJobs 1 You’re a Guy

#BigDJobs 1 You’re a Guy 2 YOU’RE OVER 35

#BigDJobs 1 You’re a Guy 2 YOU’RE OVER 35 3 YOU WERE BORN IN TEXAS

#BigDJobs What do old guys in Texas do?

#BigDJobs

#BigDJobs No one buys Gender Size of Household because they’re Price Age Interests Education Location Occupation Religion Social Class Income Ethnicity Nationality

#BigDJobs

#BigDJobs the result ≠ how you get there

#BigDJobs Categorize

#BigDJobs THE UX STACK

#BigDJobs THE UX STACK Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE?

#BigDJobs THE UX STACK Purpose Audience WHAT GOAL ARE WE WHO DO WE NEED TO TRYING TO ACHIEVE? ACHIEVE THE GOAL?

#BigDJobs THE UX STACK Purpose Audience Content WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED?

#BigDJobs THE UX STACK Purpose Audience Content Design WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE WHAT IS THE BEST WAY TO TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED? PRESENT THE CONTENT?

#BigDJobs THE UX STACK Purpose Audience Content Design Technology WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE WHAT IS THE BEST WAY TO HOW IS THE MESSAGE TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED? PRESENT THE CONTENT? PHYSICALLY PRESENTED?

#BigDJobs Audience WHO DO WE NEED TO ACHIEVE THE GOAL?

#BigDJobsJobsto beDone

#BigDJobs

#BigDJobs Attributes Gender Size of Household Price Age Interests Education Location Occupation Religion Social Class Income Ethnicity Nationality

#BigDJobs Attributes Circumstances Gender Price Size of Household Age Breakfast on a long, Interests Location Education Occupation boring commute Religion Social Class Income Ethnicity Need to give kids a Nationality quick snack

#BigDJobs A model for Customer Change

#BigDJobs The Equation of Progress The Rewired Group

#BigDJobs The Equation of Progress Progress Making Forces F1 Push of the Situation The Rewired Group

#BigDJobs The Equation of Progress Progress Making Forces F1 Push of the F2 Pull of the Situation New Solution The Rewired Group

#BigDJobs The Equation of Progress Progress Making Forces Progress Hindering Forces F1 Push of the F2 Pull of the F3 Allegiance to Situation New Solution Past Behavior The Rewired Group

#BigDJobs The Equation of Progress Progress Making Forces Progress Hindering Forces F1 Push of the F2 Pull of the F3 Allegiance to Anxiety of F4 Situation New Solution Past Behavior New Solution The Rewired Group

#BigDJobs The Equation of Progress Progress Making Forces Progress Hindering Forces F1 + F2 Push of the Situation Pull of the New Solution > F3 + F4 Allegiance to Anxiety of Past Behavior New Solution The Rewired Group

#BigDJobs Theres a greater emotional aspect to jobs than we want to give credit for. Bob Moesta

#BigDJobs

#BigDJobs 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 Marketing Jobs

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

#BigDJobs Companies need to regularly ask themselves, ‘Are we in the steam locomotive business, or the transportation business?’ https://twitter.com/#!/joncarroll/status/154701998082629632

THANK YOU! http://behindcompanies.com/bigd12 @marcelosomers#BigDJobs behindcompanies.com

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What Should We Build? Defining the Jobs to be Done

by Marcelo Somers on Jun 01, 2012

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What Should We Build? Defining the Jobs to be Done Presentation Transcript