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SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS
ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
WHAT DO
PEOPLE
WANT
WHATDO
PEOPLE
WANT
WARM-UPWARM-UP
WHICH PRODUCT OR SERVICE DID YOU
START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MI...
TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURES
FOCUSI...
PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.
PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURES
BUT EXPECTED OUTCOMES
THE CUSTOMER HAS
A JOB TO DO AND WILL HIRE
THE BEST PRODUCT OR SERVICE TO GET IT DONE.
WHAT IS A
JOB?
WHATISA
JOB
FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION
FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVE...
JOBS ARE FAIRLY CONSTANT
OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN
JOBS ARE SOLUTION-NEUTRAL
JOBS ARE SOLUTION-NEUTRAL
FOCUS ON
OUTCOMES PEOPLE WANT TO ACHIEVE,
THE PROBLEMS TO BE SOLVED AND
THE TASKS TO GET DONE
HOW TO
FIND THE
JOBS
HOWTO
FINDTHE
JOBS?
INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
REAL STORY
TRADE-OFFS
CONSIDERATION
SET
INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
CASUALITY
EVENTS
INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
ANALYZE THE
FORCES THAT...
ANALYZE THE
FORCES THAT MADE
THEM SWITCH
STRUGGLES
MAGNETISM
OF THE NEW
ANXIETIES, FEARS
HABITS
FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO
INTERVIEW
PEOPLE WHO
SWITCH...
JOB
STATEMENTS
JOB
STATEMENTS
MANAGE PERSONAL FINANCES AT HOME.
ACTION VERB OBJECT OF ACTION CONTEXTUAL
CLARIFIER
MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.
MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT
TO GIVE YOUR PRODUCT FOCU...
MAKING
JOBS
ACTIONABLE
MAKING
JOBS
ACTIONABLE
ENTER
JOB STORIES
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
S...
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY
TO WORK AND IT’S
RAINING AND I AM
LATE,
GET THERE FAST AND
WITHOUT GETTING
WET,
AVO...
AS A
I WANT TO
SO I CAN
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MO...
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
A...
STEPPING
UP THE
GAME
STEPPING
UPTHE
GAME
JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE
JTBD.INFO
ALAN KLEMENT
JOB...
Introduction to JTBD at IXDS Design Expert Exchange
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Introduction to JTBD at IXDS Design Expert Exchange

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This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at the IXDS Design Expert Exchange on October 1st 2015.

Published in: Design
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Introduction to JTBD at IXDS Design Expert Exchange

  1. 1. SEEING THROUGH JOBS SEEING THROUGH JOBS
  2. 2. SEEING THROUGH JOBS SEEING THROUGH JOBS ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
  3. 3. WHAT DO PEOPLE WANT WHATDO PEOPLE WANT
  4. 4. WARM-UPWARM-UP
  5. 5. WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY? WHAT JOBS IS IT DOING FOR YOU? WHAT DID YOU REPLACE? 2 PEOPLE, 4 MINUTES EACH
  6. 6. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS
  7. 7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS ADDING FEATURES FOCUSING ON COMPETITORS’ OFFERINGS
  8. 8. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM.
  9. 9. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM. NOT FEATURES BUT EXPECTED OUTCOMES
  10. 10. THE CUSTOMER HAS A JOB TO DO AND WILL HIRE THE BEST PRODUCT OR SERVICE TO GET IT DONE.
  11. 11. WHAT IS A JOB? WHATISA JOB
  12. 12. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS
  13. 13. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO
  14. 14. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION
  15. 15. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION HOW THEY WANT TO BE PERCEIVED BY OTHERS
  16. 16. JOBS ARE FAIRLY CONSTANT
  17. 17. OLD WAY: LIBRARY OLD WAY: LANDMOWER NEW WAY: INTERNET NEW WAY: MODIFIED SEEDS SEARCH FOR INFORMATION GET A NICE LAWN
  18. 18. JOBS ARE SOLUTION-NEUTRAL
  19. 19. JOBS ARE SOLUTION-NEUTRAL FOCUS ON OUTCOMES PEOPLE WANT TO ACHIEVE, THE PROBLEMS TO BE SOLVED AND THE TASKS TO GET DONE
  20. 20. HOW TO FIND THE JOBS HOWTO FINDTHE JOBS?
  21. 21. INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER
  22. 22. INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER REAL STORY TRADE-OFFS CONSIDERATION SET
  23. 23. INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER UNDERSTAND THEIR DECISION-MAKING PROCESS
  24. 24. UNDERSTAND THEIR DECISION-MAKING PROCESS CASUALITY EVENTS
  25. 25. INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER UNDERSTAND THEIR DECISION-MAKING PROCESS ANALYZE THE FORCES THAT MADE THEM SWITCH
  26. 26. ANALYZE THE FORCES THAT MADE THEM SWITCH STRUGGLES MAGNETISM OF THE NEW ANXIETIES, FEARS HABITS
  27. 27. FIRST THOUGHT CONSUMING YAY OR NAY PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER UNDERSTAND THEIR DECISION-MAKING PROCESS ANALYZE THE FORCES THAT MADE THEM SWITCH ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
  28. 28. JOB STATEMENTS JOB STATEMENTS
  29. 29. MANAGE PERSONAL FINANCES AT HOME. ACTION VERB OBJECT OF ACTION CONTEXTUAL CLARIFIER
  30. 30. MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.
  31. 31. MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY. GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
  32. 32. MAKING JOBS ACTIONABLE MAKING JOBS ACTIONABLE
  33. 33. ENTER JOB STORIES
  34. 34. WHEN I WANT TO SO I CAN I AM ON MY WAY TO WORK, GET THERE QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME.
  35. 35. WHEN I WANT TO SO I CAN I AM ON MY WAY TO WORK, GET THERE QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME. SITUATION NEED GOAL
  36. 36. WHEN I WANT TO SO I CAN I AM ON MY WAY TO WORK AND IT’S RAINING AND I AM LATE, GET THERE FAST AND WITHOUT GETTING WET, AVOID FEELING EMBARASSED IN FRONT OF MY COLLEAGUES. SITUATION NEED GOAL
  37. 37. AS A I WANT TO SO I CAN WHEN I WANT TO SO I CAN I AM ON MY WAY TO WORK, GET THERE QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME. WORKING SINGLE PARENT GET TO WORK QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME. USER STORY JOB STORY
  38. 38. WHEN I WANT TO SO I CAN I AM ON MY WAY TO WORK, GET THERE QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME. AS A I WANT TO SO I CAN WORKING SINGLE PARENT GET TO WORK QUICKLY AND WITHOUT DELAYS, ATTEND MY MORNING MEETING ON TIME. USER STORY JOB STORY IRRELEVANT
  39. 39. STEPPING UP THE GAME STEPPING UPTHE GAME
  40. 40. JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA #JTBD ANDREJ BALAZ @DESIGNAMYTE JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA #JTBD ANDREJ BALAZ @DESIGNAMYTE

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