Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
FRAMING
JOBS
FRAMING
JOBS @DESIGNAMYTE
@LOVSKOGEN
ANDREJ BALAZ,
TOR BOLLIGNMO
SENIOR UX AND SERVICE DESIGNER AT IXDS
SENIO...
FRAMING
JOBS
FRAMING
JOBS
WHEN COFFEE & KALE COMPETE
ALAN KLEMENT @ALANKLEMENT
SEVERAL CASE STUDIES SHOWING
JTBD THINKING
EVOLUTION OF JTBD LANGUAGE
CUSTOMER PROGRESS AS
FOCAL POINT OF INNOVATION
1ST
TAKE-AWAY
ACTIVITIES, TASKS AND BEHAVIORS ARE NOT JOBS.
FUNCTIONALITY IS NOT PART OF JOBS.
ALAN KLEMENT
CUT GRASS WATER GRASS FERTILIZE GRASS
GRASS FIELD
SOLUTION
FIELDTURF
SOLUTION
AERATE BRUSH SWEEP
GRASS FIELD
SOLUTION
MAINTAIN GRASS
ACTIVITY
FERTILIZE, WATER, CUT
TASKS
FIELDTURF
SOLUTION
MAINTAIN FIELDTURF
ACTIVITY
AE...
ACTIVITIES AND TASKS ARE SOLELY RELATED
TO CURRENT SOLUTIONS.
THEY DON’T REVEAL CUSTOMER MOTIVATIONS.
ALAN KLEMENT
ACTIVITIES AND TASKS ARE SOLELY RELATED
TO CURRENT SOLUTIONS.
THEY DON’T REVEAL MOTIVATIONS.
ALAN KLEMENT
HOW
WHY
WHAT IS A
JOB?
WHATISA
JOB?
BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIF...
BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIF...
BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIF...
BEFORE
PUSH / STRUGGLE / JOB
Free me from the stress of not
knowing when and where my
delivery arrives...
AFTER
PULL / LIF...
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
...
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
...
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...
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...
JOB STORIESJOBSTORIES
JOB STORIES DESCRIBE
CONCRETE STRUGGLING MOMENTS
WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?
WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?
Once customers find a solution and use
it, ho...
WHEN
I WANT TO
SO I CAN
Life as usual, then a problem
arises. What happened?
Once customers find a solution and use
it, ho...
2ND
TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT,
IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN...
2ND
TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT,
IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN...
WHEN
I WANT
SO THAT
I am previewing a visual design,
descriptions of each area of the design,
that other designers will se...
WHEN
I WANT
SO THAT
I am presenting my visual design and I’m
worried that people will reject its merits,
something objecti...
JTBD.INFO
WHENCOFFEEANDKALECOMPETE.COM
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMY...
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jobs to be Done
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jobs to be Done
Upcoming SlideShare
Loading in …5
×

JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jobs to be Done

1,306 views

Published on

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/

Published in: Design

JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jobs to be Done

  1. 1. FRAMING JOBS FRAMING JOBS @DESIGNAMYTE @LOVSKOGEN ANDREJ BALAZ, TOR BOLLIGNMO SENIOR UX AND SERVICE DESIGNER AT IXDS SENIOR PRODUCT MANAGER AT DATAPINE
  2. 2. FRAMING JOBS FRAMING JOBS
  3. 3. WHEN COFFEE & KALE COMPETE ALAN KLEMENT @ALANKLEMENT
  4. 4. SEVERAL CASE STUDIES SHOWING JTBD THINKING EVOLUTION OF JTBD LANGUAGE CUSTOMER PROGRESS AS FOCAL POINT OF INNOVATION
  5. 5. 1ST TAKE-AWAY ACTIVITIES, TASKS AND BEHAVIORS ARE NOT JOBS. FUNCTIONALITY IS NOT PART OF JOBS. ALAN KLEMENT
  6. 6. CUT GRASS WATER GRASS FERTILIZE GRASS
  7. 7. GRASS FIELD SOLUTION FIELDTURF SOLUTION
  8. 8. AERATE BRUSH SWEEP
  9. 9. GRASS FIELD SOLUTION MAINTAIN GRASS ACTIVITY FERTILIZE, WATER, CUT TASKS FIELDTURF SOLUTION MAINTAIN FIELDTURF ACTIVITY AERATE, BRUSH, SWEEP TASKS
  10. 10. ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS. THEY DON’T REVEAL CUSTOMER MOTIVATIONS. ALAN KLEMENT
  11. 11. ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS. THEY DON’T REVEAL MOTIVATIONS. ALAN KLEMENT HOW WHY
  12. 12. WHAT IS A JOB? WHATISA JOB?
  13. 13. 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.
  14. 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. 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. SOLUTION
  16. 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 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
  17. 17. 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.
  18. 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. JOBS ARE NOT JUST FUNCTIONAL
  19. 19. 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.
  20. 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. JOBS ARE NOT JUST FUNCTIONAL PRODUCTS DON’T HAVE JOBS
  21. 21. JOB STORIESJOBSTORIES
  22. 22. JOB STORIES DESCRIBE CONCRETE STRUGGLING MOMENTS
  23. 23. WHEN I WANT TO SO I CAN Life as usual, then a problem arises. What happened?
  24. 24. 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?
  25. 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? Customers imagine effects that a solution should have. What effects should the solution have?
  26. 26. 2ND TAKE-AWAY JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT, IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE TO REACH AN IMPROVEMENT.
  27. 27. 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
  28. 28. 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:
  29. 29. 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
  30. 30. 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

×