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Uncovering
the jobs your service
is hired for
Service Design Drinks Warsaw #1
March 30, 2016 • Hannes Jentsch & Martin Jor...
People are n t
interested in the
service you are
designing.
BELIEF
They are only
interest d in what

it does for them
– or which job

it helps them

to get d ne.
BELIEF
“People don’t want to buy

a quarter-inch drill.

They want a quarter-inch hole!

”
QUOTE
— T H E O D O R E L E V I T T, A...
POINT O F VIEW
Customer jobs, hired solutions
S O LU T I O N S 

• toothpaste and toothbrush
• chewing gum
• professional ...
BAC KG RO UND
Service, Innovation, Design
M A R T I N J O R DA N , 

Experience design,
HERE/Nokia
@Martin_Jordan
Cabinet ...
BAC KG RO UND
Product, Innovation, Design
H A N N E S J E N T S C H , 

Design & Innovation Consultant,
Freelance
@Kaffeet...
EX PERT ISE
Articles
EX PERT ISE
Articles
EX PERT ISE
Meetups
EX PERT ISE
Education
Customer
Job
Service
Solution
POINT O F VIEW
Orientating
in unfamiliar
area
Using
mapping
service
POINT O F VIEW
Getting to
appointment
in time
Taking
a taxi
Source: Pexels
Rewarding
for a tough
day at work
Getting
dinner
delivered
Source: Pexels
Emotional /
personal jobs
Functional
jobs
Social
jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolki...
PERSPECTI VE
Job: Listening to music
Compact
Disc
Jobs are solution-agnostic
and remain valid over long time
Spotify
Strea...
BEGINN IN GS
Origin story
Jobs of the milkshake
by Clayton Christensen
Jobs of Snickers vs. Milkyway
by Bob Moesta
Source:...
BEGINN IN GS
Origin story
BELIEF
Jobs-to-be-Done is a …
Framework for developing & communicating
products and services
Set of tools and methods for ...
“Jobs-to-be-done describe the tasks that a
product or service is carrying out. People don’t
just buy products or just want...
APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: Britis...
APPLICATI ON
JTDB in Service Dev Process
Personas &
Job Executers
Contexts
of Jobs
Driving
Forces
Desired
Outcomes
Conside...
APPLICATI ON
Retrospective interviews
WHAT
‣Qualitative research method, based on interviews around
customers’ timeline le...
APPLICATI ON
Retrospective interviews
HOW
‣Interview going backwards in time, looking out for key
events leading to purcha...
APPLICATI ON
Driving forces
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
WHA...
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spi...
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as u...
APPLICATI ON
Consideration Set
WHAT
‣Understanding competition in the users’ mind and their
particular qualities
WHY
‣Capt...
APPLICATI ON
Consideration Set
Milkshake

Job: consume something now that will
stave off hunger until noon
VS
Snickers Ban...
APPLICATI ON
Desired Outcomes
WHAT
‣Set of metrics that define how people want to get the job
done and what it means to ge...
APPLICATI ON
Desired Outcomes
Customer
Job
Service
Solution
Desired
Out-
comes
FOR EXAMPLE
‣Increase usability of breakfas...
APPLICATI ON
Personas & Job Executers
WHAT
‣Segment customer groups according to ‘job executors’
WHY
‣Statements-of-fact, ...
APPLICATI ON
Personas & Job Executers
Peter, 25
Barista’s jobs
Betti, 31
Store manager’s jobs
‣Manage suppliers
‣Manage ca...
APPLICATI ON
Context of Jobs
WHAT
‣Understanding the situational circumstances of people that
limit their capabilities and...
+ + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
The better you can define...
When
Where
Who
How
What
season
month
weekd
ay
daytime
occasionlocation
type
category
attrib.profile/mode
social
device
mot...
APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: Britis...
VALUE
JTDB lens for Service Design
Helps you to generate new customer insights to
redefine markets
Allows you to define co...
READING RECOMMENDATIONS
What Customers Want
Using Outcome-driven
Innovation to Create
Breakthrough Products
and Services
—...
Exercise
1 5
MIN
APPLICATI ON
Exercise, part 1
What item above 400 zloty (100 euro) did you buy recently?
Discuss with your neighbour what ...
APPLICATI ON
Exercise, part 2
Note the jobs from

your discussion and

add following details
S E R V I C E D E S I G N D R...
S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6
Uncovering the jobs your service is hired for
Exe...
S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6
Uncovering the jobs your service is hired for
Exe...
Share with all of us

(2 pairs)
Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
P...
APPLICATI ON
Customer Job Map
WHAT
‣Expanding customer journey maps with jobs-in-context
descriptions, wanted and unwanted...
APPLICATI ON
Customer Job Map
RECOMMEN DATIONS
Address progress-
blocking forces,
foster forces that
promote progress
Embrace JTBD language
across silos...
Questions, please!
Continue the conversation
› jobs-to-be-done.slack.com
› fb.com/jtbd.eu
NEX T
Join us in Berlin
Check for upcoming events:

http://www.meetup.com/berlin-jobs-to-be-done-meetup/
http://www.fb.com...
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Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for

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People are not interested in the service you are designing. They are interested in what it does for them – or which job it helps them to get done. They don’t really care about your banking, transportation or web service. But they do care about the outcome they are able to achieve with it. Today’s most successful services understand and address people’s key 'jobs', they support them in achieving their desired outcomes better than with other available solution.

The Jobs-to-be-Done (JTBD) perspective on service shifts the focus from service provision to enabling customers to accomplish a goal or resolve a problem. Customer jobs can not only have functional, but also social or personal aspects. For service managers, innovators and designers, a JTBD approach enriches existing tools and methods in research, design and marketing. These help them to understand customers better and eventually create significantly improved offerings.

This presentation was given on March 30, 2016 at first Service Design Drinks in Warsaw.

Published in: Business

Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for

  1. 1. Uncovering the jobs your service is hired for Service Design Drinks Warsaw #1 March 30, 2016 • Hannes Jentsch & Martin Jordan
  2. 2. People are n t interested in the service you are designing. BELIEF
  3. 3. They are only interest d in what
 it does for them – or which job
 it helps them
 to get d ne. BELIEF
  4. 4. “People don’t want to buy
 a quarter-inch drill.
 They want a quarter-inch hole!
 ” QUOTE — T H E O D O R E L E V I T T, American Economist Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
  5. 5. POINT O F VIEW Customer jobs, hired solutions S O LU T I O N S 
 • toothpaste and toothbrush • chewing gum • professional tooth cleaning J O B S • having a fresh breath • feeling fresh • preventing caries Source: Icons by Ed Harrison, Alex Auda Samora from The Noun Project
  6. 6. BAC KG RO UND Service, Innovation, Design M A R T I N J O R DA N , 
 Experience design, HERE/Nokia @Martin_Jordan Cabinet Office Government Digital Service
  7. 7. BAC KG RO UND Product, Innovation, Design H A N N E S J E N T S C H , 
 Design & Innovation Consultant, Freelance @Kaffeetrinken
  8. 8. EX PERT ISE Articles
  9. 9. EX PERT ISE Articles
  10. 10. EX PERT ISE Meetups
  11. 11. EX PERT ISE Education
  12. 12. Customer Job Service Solution POINT O F VIEW
  13. 13. Orientating in unfamiliar area Using mapping service POINT O F VIEW
  14. 14. Getting to appointment in time Taking a taxi Source: Pexels
  15. 15. Rewarding for a tough day at work Getting dinner delivered Source: Pexels
  16. 16. Emotional / personal jobs Functional jobs Social jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. PERSPECTI VE Kinds of jobs
  17. 17. PERSPECTI VE Job: Listening to music Compact Disc Jobs are solution-agnostic and remain valid over long time Spotify Streaming Vinyl record Private concert iTunes MP3 THEN NOW
  18. 18. BEGINN IN GS Origin story Jobs of the milkshake by Clayton Christensen Jobs of Snickers vs. Milkyway by Bob Moesta Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
  19. 19. BEGINN IN GS Origin story
  20. 20. BELIEF Jobs-to-be-Done is a … Framework for developing & communicating products and services Set of tools and methods for almost every part
 of the service development process Mindset for understanding human behaviour, and why people switch from one offering to another
  21. 21. “Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
 ” QUOTE — C L AY TO N C H R I S T E N S E N , Professor for Management Source: http://www.christenseninstitute.org/
  22. 22. APPLICATI ON JTDB in Service Dev Process DISCOVER DEFINE DEVELOP DELIVER ProblemDefinition Problem Solution Source: British Design Council, 2005
  23. 23. APPLICATI ON JTDB in Service Dev Process Personas & Job Executers Contexts of Jobs Driving Forces Desired Outcomes Consider- ation Set Retrospective Interviews
  24. 24. APPLICATI ON Retrospective interviews WHAT ‣Qualitative research method, based on interviews around customers’ timeline leading up to a purchase WHY ‣Way to uncover the ‘jobs’ people are trying to get done, events & forces that lead them to ‘hire’ a specific solution; also ‘stated preferences’ are often different from ‘revealed preferences’
  25. 25. APPLICATI ON Retrospective interviews HOW ‣Interview going backwards in time, looking out for key events leading to purchase of a product or service First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Using Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
  26. 26. APPLICATI ON Driving forces Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany. WHAT ‣Mapping what pushes people to and what pulls them away from a certain offering WHY ‣Understanding how forces get stronger or weaker over time, knowing what to address in dev and communication HOW ‣Looking out for hints in retrospective interview
  27. 27. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. APPLICATI ON Driving forces
  28. 28. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. APPLICATI ON Driving forces
  29. 29. APPLICATI ON Consideration Set WHAT ‣Understanding competition in the users’ mind and their particular qualities WHY ‣Capturing what the real markets and competitive arena are, uncover hidden competition HOW ‣Looking out for current solutions, hacks and alternatives during interviews, observations and other research
  30. 30. APPLICATI ON Consideration Set Milkshake
 Job: consume something now that will stave off hunger until noon VS Snickers Banana Bagel
  31. 31. APPLICATI ON Desired Outcomes WHAT ‣Set of metrics that define how people want to get the job done and what it means to get the job done perfectly WHY ‣People intuitively judge a service based on hundreds of expectations & criteria, which they use to determine an offering’s value to them HOW ‣Synthesising from research, phrased in consistent format
  32. 32. APPLICATI ON Desired Outcomes Customer Job Service Solution Desired Out- comes FOR EXAMPLE ‣Increase usability of breakfast while driving car w/ 1 hand ‣Increase likelihood of making commute time entertaining ‣Minimise effort of food preparation or its pick-up time ‣Minimise hunger after arrival at office & before lunch ‣Minimise likelihood of making work cloth dirty while eating
  33. 33. APPLICATI ON Personas & Job Executers WHAT ‣Segment customer groups according to ‘job executors’ WHY ‣Statements-of-fact, preferences, and demographics frequently serve as distracting barriers HOW ‣Describe the qualifiers more explicitly in terms of the underlying thinking, jobs-to-be-done
  34. 34. APPLICATI ON Personas & Job Executers Peter, 25 Barista’s jobs Betti, 31 Store manager’s jobs ‣Manage suppliers ‣Manage cashflow ‣Recruit good staff ‣Plan marketing activities ‣Ensure stock is full ‣Brew and serve coffee ‣Keeping counter clean ‣Keep cash box in order ‣Count tips correctly ‣Ensure stock is full Example: Redesigning employee experience for coffee shop
  35. 35. APPLICATI ON Context of Jobs WHAT ‣Understanding the situational circumstances of people that limit their capabilities and resources WHY ‣Being able to adapt service offering to people’s surroundings in regards of time, space & cognition HOW ‣Capturing contexts during all kinds of research activities
  36. 36. + + + + + 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 APPLICATI ON Context of Jobs
  37. 37. 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 & METHODS Context of Jobs
  38. 38. APPLICATI ON JTDB in Service Dev Process DISCOVER DEFINE DEVELOP DELIVER ProblemDefinition Problem Solution Source: British Design Council, 2005
  39. 39. VALUE JTDB lens for Service Design Helps you to generate new customer insights to redefine markets Allows you to define compelling customer value propositions & develop new services Enables you to tell convincing sales stories, communicate and market service offerings
  40. 40. READING RECOMMENDATIONS What Customers Want Using Outcome-driven Innovation to Create Breakthrough Products and Services —Anthony W. Ulwick The Innovator's Toolkit 50+ Techniques for Predictable and Sustainable Organic Growth —David Silverstein & Philip Samuel The Jobs-to-be-Done Handbook Practical techniques for improving your application of Jobs-to-be-Done —Chris Spiek & Bob Moesta
  41. 41. Exercise 1 5 MIN
  42. 42. APPLICATI ON Exercise, part 1 What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?
  43. 43. APPLICATI ON Exercise, part 2 Note the jobs from
 your discussion and
 add following details S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6 Uncovering the jobs your service is hired for Exercise What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider? Note the jobs from your discussion and add following details: Functional job ______________________________________ Personal / emotional job ______________________________________ Social job ______________________________________ Hired solution ______________________________________ Short description of the situational context (when, where, who, what) ______________________________________ ______________________________________ Desired outcomes (rate importance, and satisfaction) ______________________________________ ______________________________________ ______________________________________ Considered options ______________________________________
  44. 44. S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6 Uncovering the jobs your service is hired for Exercise What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider? Note the jobs from your discussion and add following details: Functional job ______________________________________ Personal / emotional job ______________________________________ Social job ______________________________________ Getting to London Being relaxed, not having to worry Appreciating my friends’ travel recommendations
  45. 45. S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6 Uncovering the jobs your service is hired for Exercise What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider? Note the jobs from your discussion and add following details: Functional job ______________________________________ Personal / emotional job ______________________________________ Social job ______________________________________ Getting to London Being relaxed, not having to worry Appreciating my friends’ travel recommendations Flight with British Airways Moving from Berlin to London with lots of baggage on short notice Minimise stress with heavy baggage Minimise length of journey to city centre Increase comfort during journey, incl. seat space … Lufthansa, Eurowings, Air Berlin, Ryanair
  46. 46. Share with all of us
 (2 pairs)
  47. 47. Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 (Simplified example) CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany APPLICATI ON Customer Job Map
  48. 48. APPLICATI ON Customer Job Map WHAT ‣Expanding customer journey maps with jobs-in-context descriptions, wanted and unwanted outcomes WHY ‣Clarify motivations in specific situations while customers try to get a certain job done HOW ‣Mapping key moments identified during retrospective interviews & contextual research
  49. 49. APPLICATI ON Customer Job Map
  50. 50. RECOMMEN DATIONS Address progress- blocking forces, foster forces that promote progress Embrace JTBD language across silos to reduce friction & improve knowledge flow Understand your customers’ desired outcomes Don’t talk about features, but how your offering helps getting jobs done
  51. 51. Questions, please!
  52. 52. Continue the conversation › jobs-to-be-done.slack.com › fb.com/jtbd.eu
  53. 53. NEX T Join us in Berlin Check for upcoming events:
 http://www.meetup.com/berlin-jobs-to-be-done-meetup/ http://www.fb.com/servicedesignberlin/events #JTDB Meetup Service Design Berlin Drinks

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