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Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experience Camp 2015


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Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.

This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.

The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.

Published in: Design

Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experience Camp 2015

  1. 1. Capturing Contexts A workshop with jobs-to-be-done tools Service Experience Camp 2015 Andrej Balaz, Hannes Jentsch & Martin Jordan A service for the very moment
  2. 2. BAC KG RO UND Product, Innovation, Design H A N N E S J E N T S C H , 
 Design & Innovation Consultant, Freelance @Kaffeertrinken M A R T I N J O R DA N , 
 Experience design, HERE/Nokia @Martin_Jordan A N D R EJ BA L A Z , 
 Senior Service Designer, IXDS @Designamyte
  3. 3. POINT O F VIEW Customer jobs & hired solution S O LU T I O N 
 • toothpaste and toothbrush J O B S • having a fresh breath • feeling fresh
 • preventing caries
  4. 4. Ask & listen
 to your neighbour 2 MIN EACH
  5. 5. Which interesting food related service did you start using this year? What ‘jobs’ is it doing for you? What did do the job before? WARM-UP Uncovering jobs
  6. 6. Share with all of us
  7. 7. What is the job of wine? EX AMPLE Let’s talk about
 something pleasant …
  8. 8. Source: Laurence Veale / ‘The jobs wine is hired for’ EX AMPLE How most wines are
 organised in wine stores
  9. 9. EX AMPLE Organising the retail space around a specific job: making dinner a little better Source: Laurence Veale / ‘The jobs wine is hired for’
  10. 10. EX AMPLE Organising the retail space 
 for a second job: expressing appreciation Source: Laurence Veale / ‘The jobs wine is hired for’
  11. 11. Uncovering customer jobs helps understanding
 their desired outcomes Finding your real competition,
 refining the market you are in
 Rephrasing the messaging around your offering
 to match the customers’ mental model & language EX AMPLE Take-away
  12. 12. What is Pocket’s context of use? EX AMPLE Let’s look at a mobile service
  13. 13. EX AMPLE Pocket: in the office 5 min, end of lunch break
  14. 14. EX AMPLE Pocket: in the office Found article, saved for later
  15. 15. EX AMPLE Pocket: on the go 15 mins time
 to bridge
  16. 16. EX AMPLE Pocket: on the go Review articles, choose one
  17. 17. EX AMPLE Pocket: at home On sofa, 45
 min free time
  18. 18. EX AMPLE Pocket: at home Deep read & shared w/ others
  19. 19. Main job of ‘making me a smarter, better human’ carried through various contexts and situations Limited resources & capabilities in regards of time, space & cognitive capacities Specific sub-jobs that need a hand-over
 from one situation to another EX AMPLE Take-away
  20. 20. + + + + + Situation M onday M orning Rain Alarm didn’t ring Usuallygone atthattim e Carin repair The better you can define the situation,
 the better you can design the solution against TOOLS & MINDSET S Context for understanding situational needs
  21. 21. Goal-directed task analysis to investigate needs depending on situation and goals Situation Raining outside Goal Getting to the office Need Getting there in time Need Staying dry Situation Hellish hot outside Goal Getting to the office Need Not getting sweaty
  22. 22. When Where Who How What season month weekd ay daytime occasionlocation type category attrib.profile/mode social device motion useract.routine traffic facebook c ollec. weather Routinely used route Routinely visited place First time visit Unknown area Known area … Historical traffic around location Congestion/incidents on route Congestion/incidents around loc. … Visited by friends Visited by me Popular on facebook Liked by friends Liked by me … In popular collection In m yfriendscollection In m ycollection… FreezingCoolMild Warm Hot Night Day Stormy Snowy Rainy Foggy Cloudy Clear Wetseason Dryseason Winter Autumn Summer Spring January February March April May June July AugustSeptemberOctoberNovember December MondayTuesday Wednesday ThursdayFriday Saturday Sunday Morning Noon Afternoon Evening Night Sunrise Sunset … At a planned appointment Appointment scheduled in x hours Leaving In transit Arriving Early in month Late in month (f.ex salary) Commute Travel … Outdoor Indoor Near POI of cat. XNear POI cluster of cat. XMoving towards X Distance to destinationDistance to POI … On streetIn building In/at venueIn park On mountain On water … Airport Departm ent store Hotel Cafe Restaurant ATM Leisure PTstation Sight Mall Parkingspace Junction Highway … Pricerange Openinghours Availableparking … … Commuter CityDweller Traveler Age30-39 Age18-29 Age<18 Male Female … Withanonymouscrowd Withknownpeople Alone … Roamingactive Via3G etc ViaBluetooth ViaWiFi Desktop Tablet Phone … Ascending/descending Trajectory/bearing/direction DrivingWalkingStill … Using app since 1d/1w/1m Calculated a route to/from Reviewed Shared to/byCollected Searched for … Routine follow up action when x Situation TOOLS & MINDSET S Retool
  23. 23. Describe a real user’s need in context Validate design solutions Communicate the design task TOOLS & MINDSET S Job Stories
  24. 24. Formulate each job into a statement (or job story) When I want to So I can Situation Need Goal TOOLS & MINDSET S Job Stories
  25. 25. When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and share them whenever I have the opportunity So I can I can let my friends and family know how I am. TOOLS & MINDSET S Job Stories
  26. 26. VALUE Benefits for all team members Product owners and managers know what kind of products they are developing and who they are competing with. Developers know the context of the product and its sprints, can prioritise better and see purpose. Designers know the context and desired outcomes of the user and can design against these accordingly. QA engineers know the essential use and test cases, can prioritise better.
  27. 27. “Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.
 ” QUOTE — A L A N K L E M E N T, Product designer & engineer Source: Replacing The User Story With The Job Story, Medium,
  28. 28. How might we create the best dinner food service for urban dwellers in special contexts? EX ERCISE Let’s get hands-on …
  29. 29. Get together in groups of 3,
 and describe a very specific evening dinner situation. 1 5 MIN
  30. 30. When I want to So I can Situation Need Goal Write 2 job stories
  31. 31. Share & Reflect: Present
  32. 32. Pitfalls,
 tips and tricks
  33. 33. Pitfalls #1 Don’t write stories
 too abstract.
  34. 34. Pitfalls #2 Don’t formulate stories
 too general.
  35. 35. Pitfalls #3 Don’t include solutions
 into stories.
  36. 36. Pitfalls #4 Don’t include more than
 one context and goal.
  37. 37. Pitfalls #5 Don’t fantasise or
 make your stories up.
  38. 38. Tips & tricks #1 Think in struggles
 rather than outcomes.
  39. 39. Tips & tricks #2 Write it like in the 70s –
 avoid mentioning tech.
  40. 40. Tips & tricks #3 Start with the situation,
 continue with goal, only then
 turn to need. (GDTA)
  41. 41. Tips & tricks #4 Split stories if find two goals
 or more contexts.
  42. 42. Tips & tricks #5 If you struggle in writing,
 do further research!
  43. 43. FUR THER STUDYING In ‘The Service Gazette’ #1
  44. 44. Thanks for your interest and for joining! All infos about the Jobs-to-be-Done Meetup Berlin here: And see you at a #JTBD meetup nearby some time soon