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Intro to Job Stories

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How Job Stories can be used to describe a Job to be done, in plain, simple language everyone can understand (words customers actually use), from developer to executive.

A Job Story is a great way to introduce Jobs thinking to your team and coworkers, as both a workshop/intro tool and as a format to keep insights visible over time.

Learn how to model the bigger picture of a design, in terms of the functional, social and emotional goals your users have, and use Job Stories to guide design and product development.

Published in: Technology
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Intro to Job Stories

  1. 1. #JTBD·CPH — Meetup 4 · Sep 20, 2018 Casper Klenz-Kitenge, @cabgfx Using JTBD to Guide Strategy and Design IntrotoJobStories Hosted by Jayway
  2. 2. @cabgfx #JTBD·CPH JobsToBeDone? Products and services are hired to get a job done, when a situation creates demand: motivation to make progress. Solutions change over time — Jobs don’t. JobsToBeDone?
  3. 3. @cabgfx #JTBD·CPH Whendoyouhavea JobtobeDone?
  4. 4. @cabgfx #JTBD·CPH Context Solution Outcome
  5. 5. @cabgfx #JTBD·CPH Your product The Job to be done Context Solution Outcome
  6. 6. @cabgfx #JTBD·CPH Input Solution Output
  7. 7. @cabgfx #JTBD·CPH Input Solution Output Don’t start from supply – “what can we do”
  8. 8. @cabgfx #JTBD·CPH Input Solution Output Don’t start from supply – “what can we do” Demand thinking – “what are they trying to do?”
  9. 9. @cabgfx #JTBD·CPH Thesolutionisnotthe JobtobeDone
  10. 10. @cabgfx #JTBD·CPH Thinkofyourproduct asafunction
  11. 11. “Customers want a calendar” Credit: Ryan Singer http://www.feltpresence.com/functions.html #JTBD·CPH
  12. 12. #JTBD·CPH Credit: Ryan Singer http://www.feltpresence.com/functions.html
  13. 13. @cabgfx #JTBD·CPH Your product The Job to be done
  14. 14. @cabgfx #JTBD·CPH Input Solution Output When is your product relevant? What do they need it for?
  15. 15. @cabgfx #JTBD·CPH Howtocaptureand communicatethe Job(s)tobeDone?
  16. 16. #JTBD·CPH@cabgfx When… I want to… So I can… Functional goals Emotional & Social goals Context / Situation UseJobStories
  17. 17. #JTBD·CPH@cabgfx Business Goals Customer Value Product Management #JTBD JobStorieshelpyoucommunicate insightsinasharedformat
  18. 18. @cabgfx #JTBD·CPH JobStoriesguide Productdevelopment User Stories Prototypes
  19. 19. @cabgfx #JTBD·CPH JobStoriesinform Marketing&positioning Lorem ipsum dolor segmentation. Suspendisse volutpat eu velit et volutpat. Mauris in nisl dolor. Cras gravida orci non ante volutpat iaculis. Etiam tempor, nunc vel dignissim venenatis, elit nibh convallis ante, quis varius neque arcu a tortor. Nullam ac eros pretium, laoreet arcu id, faucibus eros. Sed tristique pulvinar lorem, eu bibendum dolor. Copywriting & CRO
  20. 20. @cabgfx #JTBD·CPH JobStoriesestablish Sharedlanguage
  21. 21. #JTBD·CPH@cabgfx When… I want to… So I can… Functional goals Emotional & Social goals Context / Situation
  22. 22. #JTBD·CPH@cabgfx When I’m bored on the train, I want to catch up on the news, So I can make time go faster, stay updated on current events, and avoid sounding like I’m out of the loop to others eg.
  23. 23. #JTBD·CPH@cabgfx When I’m bored on the train, I want to catch up on the news, So I can make time go faster, stay updated on current events, and avoid sounding like I’m out of the loop to othersFUNCTIONAL EMOTIONAL SOCIAL eg.
  24. 24. @cabgfx #JTBD·CPH JobStoriesvsUserStories
  25. 25. @cabgfx #JTBD·CPH UsecasevsPersona
  26. 26. @cabgfx #JTBD·CPH BigpicturevsDetails
  27. 27. @cabgfx #JTBD·CPH ProblemvsSolution
  28. 28. #JTBD·CPH@cabgfx
  29. 29. Oldway: #JTBD·CPH Credit: Alan Klement https://www.intercom.com/blog/ using-job-stories-design- features-ui-ux/
  30. 30. #JTBD·CPH@cabgfx As a Presenter, I want to click and go to the next slide, so that I can advance my storyline.
  31. 31. #JTBD·CPH@cabgfx I want to click and go to the next slide, so that I can advance my storyline.
  32. 32. Credit: Alan Klement https://www.intercom.com/blog/ using-job-stories-design- features-ui-ux/ #JTBD·CPH Newway:JobStory
  33. 33. #JTBD·CPH@cabgfx When I
 need an Overview of our Project,
 I want to
 see and update Tasks in the Process, that are relevant to us, in current and upcoming Phases,
 So I can
 plan my time, feel e!cient and work productively, and give others due notice and delivery. You can track and measure these, qualitatively and quantitatively Find the central concepts and use the actual words of your customers All users in this segment need this Case: Job story for Custom workflow app (Agency client)
  34. 34. #JTBD·CPH@cabgfx Tips • Refine a situation by adding contextual information • Job Stories come from real people, not Personas • Design modular Job Stories which features (solutions) can plug Into • Add Forces to motivations • Job Stories don’t have to be from a specific point of view https://jtbd.info/5-tips-for-writing-a-job-story-7c9092911fc9 Via Alan Klement https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27
  35. 35. @cabgfx #JTBD·CPH Solution Why? How? angles two “Big Hire” “Little Hire”
  36. 36. #JTBD·CPH@cabgfx Why? “Big Hire” When do people switch to a new solution? What creates a Job to be Done?
  37. 37. #JTBD·CPH@cabgfx How? “Little Hire” When is your solution relevant? What part of the Job can you help with?
  38. 38. #JTBD·CPH@cabgfx Event1 Event 2 Buying PassiveLooking Active Looking Deciding Consuming Tool: The Switch Timeline How? Why? Method:Switch
  39. 39. @cabgfx #JTBD·CPH Method:Switch How? Why? Tool: 4 Forces Push Pull AnxietyHabit !Two forces promote a new choice Two forces block change Method:Switch
  40. 40. #JTBD·CPH@cabgfx Tool: Job Map How? Why? Your product The Job to be done Method:ODI
  41. 41. #JTBD·CPH@cabgfx Tool: Desired Outcomes How? Why? “Minimize the time it takes to do X, when Y” Direction Metric Control Context+ + + ! ! ! ! !! ! ! ! Method:ODI
  42. 42. #JTBD·CPH@cabgfx When… I want to… So I can… Functional goals Emotional & Social goals Context / Situation Collectandretain
 insightsasJobStories
  43. 43. #JTBD·CPH@cabgfx Solution Why? How? angles two High-level JTBD Low-level JTBD
  44. 44. #JTBD·CPH@cabgfx Why? “Big Hire” High-level JTBD — long-term; stable over time When I’ve had a long day, I want to avoid cooking, So I can save energy for my kids
  45. 45. #JTBD·CPH@cabgfx When an important new customer signs up, I want to be notified, so I can start a conversation with them How? “Little Hire” Low-level JTBD — short-term; evolves over time
  46. 46. #JTBD·CPH@cabgfx To your team, boss, co-workers, clients UseJobStoriesto introduceJobsThinking Business Goals Customer Value Product Management #JTBD
  47. 47. #JTBD·CPH@cabgfx Eg. project briefs, user stories, statement of work, roadmaps, etc. AddJobStories
 towhatyoualreadyuse
 forsharinginsights,defining goalsanddrivingstrategy
  48. 48. #JTBD·CPH@cabgfx https://www.intercom.com/blog/ accidentally-invented-job- stories/ Intercom project briefs Intermission
  49. 49. #JTBD·CPH@cabgfx GroupExercise Create Job Stories!
  50. 50. #JTBD·CPH@cabgfx Eg., a process/work at your day-job, a recurring need/want at home, etc. Thinkofaproduct/service youregularlyuse
  51. 51. @cabgfx #JTBD·CPH Ask yourself: Whenisthat productrelevant? Whatdoyou needitfor? Outputinput
  52. 52. #JTBD·CPH@cabgfx Getmytools+resources: cabgfx.com/jtbd …And join the #JTBD·CPH Meetup group!
  53. 53. #JTBD·CPH@cabgfx Get$100offtheSwitch course!(Thanks,Chris) learn.jobstobedone.org Code: COPENHAGEN

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