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Aplplying Jobs To Be Done To UX Strategy


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Market disruption is happening at increasingly alarming rates. With so-called “big bang disruption” companies and entire markets can by obliterated in a short period of time. A key to survival is understanding the tasks customers are trying to accomplished: they “hire” our products and services to get a job done.
Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth. Luckily, UX strategy is naturally close to jobs to be done. We have the skills and techniques to observe people in the context of the work and lives, and extract the tasks they are doing.
What’s more, tools and techniques in the UX canon already capture JTBD, such as mental model diagrams. But more importantly, JTBD point to clear opportunities for innovation—human centered innovation. The key is to find jobs that are most important to users, but are least satisfied. This is your opportunity space.
In this talk, I will outline jobs to be theory and show how it relevant to UX strategy. Through examples from my own work, I’ll show how to prioritize features and efforts in a way that has real impact.

Published in: Design

Aplplying Jobs To Be Done To UX Strategy

  1. 1. Applying Jobs-to-be-done to UX Strategy Jim Kalbach Sept 2014
  2. 2. @JimKalbach Principal UX Designer Citrix LIS DegreeRutgers University #jtbd
  3. 3. The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. CLAYTONCHRISTENSENet al. “Marketing Malpracitce,“ HBR2005
  4. 4. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
  5. 5. 1. Understand Users 39 interviews/observations 68 hours ofaudio 1,488 pages of text 793,281 words 1,716 descretetasks
  6. 6. Indi Young, Mental Models. Rosenfeld Media, 2008. A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. 2. MapJTBD
  7. 7. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos File Transfer Search Mobile App Goal Space Find Photos Tower Tasks Support
  8. 8. Tasks, towers, goals = JTBD Support Features Products Services 2. MapJTBD
  9. 9. Map Future Concepts
  10. 10. 3. IdentifyOpportunites TONYULWICK
  11. 11. Satisfaction Importance
  12. 12. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit Qualifier or action
  13. 13. Minimize my effort to find photos on my computer 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? Desired Outcomes Survey
  14. 14. Calculate Opportunity Scores 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 +6 = 15
  15. 15. Do 1st Do 2nd 4. Align Efforts Do last
  16. 16. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCTLEAD
  17. 17. a. Concepts b. Messaging c. Differentiators Outcomes
  18. 18. a. Concepts Desired Outcomes as heuristics: does the concept help or hurt?
  19. 19. b. Messaging Shift language to reflect JTBD BEFORE Our automated photo indexing is the best in the industry AFTER Find photos on your computer with less effort thanks to our smart indexing
  20. 20. c. Differentiators Performance JTBD Us Them 1 Them 2
  21. 21. “The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007 SCOTTCOOK FounderofIntuit
  22. 22. [On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met. The End ofCompetitiveAdvantage, 2013 RITAGUNTHERMCGRATH
  23. 23. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts 5.Redefinemarkets
  24. 24. Danke schön @JimKalbach