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Uncovering
the jobs your service
is hired for
Service Design Drinks Warsaw #1
March 30, 2016 • Hannes Jentsch & Martin Jordan
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, American Economist
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
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
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
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
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 Toolkit. Hoboken, NJ: Wiley.
PERSPECTI VE
Kinds of jobs
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
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
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 almost every part

of the service development process
Mindset for understanding human behaviour, and
why people switch from one offering to another
“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/
APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: British Design Council, 2005
APPLICATI ON
JTDB in Service Dev Process
Personas &
Job Executers
Contexts
of Jobs
Driving
Forces
Desired
Outcomes
Consider-
ation Set
Retrospective
Interviews
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’
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.
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
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
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
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
APPLICATI ON
Consideration Set
Milkshake

Job: consume something now that will
stave off hunger until noon
VS
Snickers Banana Bagel
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
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
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
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
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
+ + + + +
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
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
APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: British Design Council, 2005
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
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
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 jobs this item
is doing for you.
What other solutions did you consider?
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
______________________________________
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
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
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
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
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
APPLICATI ON
Customer Job Map
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
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/servicedesignberlin/events
#JTDB
Meetup
Service
Design
Berlin
Drinks

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

  • 1. Uncovering the jobs your service is hired for Service Design Drinks Warsaw #1 March 30, 2016 • Hannes Jentsch & Martin Jordan
  • 2. People are n t interested in the service you are designing. BELIEF
  • 3. They are only interest d in what
 it does for them – or which job
 it helps them
 to get d ne. BELIEF
  • 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. 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. 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. 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
  • 15. Rewarding for a tough day at work Getting dinner delivered Source: Pexels
  • 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. 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. 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
  • 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. “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. APPLICATI ON JTDB in Service Dev Process DISCOVER DEFINE DEVELOP DELIVER ProblemDefinition Problem Solution Source: British Design Council, 2005
  • 23. APPLICATI ON JTDB in Service Dev Process Personas & Job Executers Contexts of Jobs Driving Forces Desired Outcomes Consider- ation Set Retrospective Interviews
  • 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. 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. 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. 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. 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. 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. APPLICATI ON Consideration Set Milkshake
 Job: consume something now that will stave off hunger until noon VS Snickers Banana Bagel
  • 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. 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. 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. 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. 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. + + + + + 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. 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. APPLICATI ON JTDB in Service Dev Process DISCOVER DEFINE DEVELOP DELIVER ProblemDefinition Problem Solution Source: British Design Council, 2005
  • 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. 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
  • 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. 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. 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. 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. Share with all of us
 (2 pairs)
  • 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. 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
  • 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
  • 52. Continue the conversation › jobs-to-be-done.slack.com › fb.com/jtbd.eu
  • 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