Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Uncovering Customer Jobs in Contexts

1,608 views

Published on

In a mobile world, users’ situations and contexts are constantly changing – and with them their needs and desired outcomes. In order to create a great customer experience we have to be aware of our users’ situation and current goals. Only this allows us to re-evaluate what solutions and content we offer based on contextual conditions.


In this session we explored how to uncover needs of users of mobile devices and how to capture and describe them in context. This enabled participants to subsequently design better mobile offerings and to create more meaningful flows for your users – all with the help of tools and methods from the increasingly popular Jobs-to-be-Done framework. The 90-minute session alternated between short input sessions and interactive hands-on exercises and gave the opportunity to put the new knowledge into action immediately.

Published in: Business
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Have you ever heard of taking paid surveys on the internet before? We have one right now that pays $50, and takes less than 10 minutes! If you want to take it, here is your personal link  https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Uncovering Customer Jobs in Contexts

  1. 1. Uncovering Customer Jobs in Contexts Zalando: Mobile First Day September 24, 2015 Master mobile with Jobs-to-be-Done innovation framework
  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
  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 garment with a price tag of € 100+ did you purchase recently? 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’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be 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’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
  10. 10. EX AMPLE Organising the retail space 
 for a second job: expressing appreciation Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
  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 & share 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. How might we help someone to get away from everyday life and explore a new place? EX ERCISE Let’s get hands-on …
  21. 21. Get together in 6 groups,
 find out who went on
 vacation last.
 Interview your group member. 1 5 MIN
  22. 22. EX ERCISE Conducting retrospective interview How did your interviewee … made the plan to travel started to look for a destination booked the journey & accommodation planned the trip details
  23. 23. 1 person asks 1 person answers 1 person asks additional questions 1 person takes written notes 1 person takes visual notes EX ERCISE Conducting retrospective interview
  24. 24. Share with all of us
 (2 groups)
  25. 25. What did you learn? How did it go? How well would your discovered customer journey work to design a solution against?
 
 What do you think is missing? EX ERCISE Reflection
  26. 26. Learnt relevant details by special interviewing technique that is prevents speculation Not yet fully understand needs
 to design focused service offering against Require advanced tools & techniques to uncover and describe needs EX ERCISE Reflection
  27. 27. Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. TOOLS & MINDSET S Kinds of jobs Social jobs Emotional / personal jobs Functional jobs
  28. 28. Inspiration & personal growth Acquiring knowledge Contributing to valuable conversations with peers Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. TOOLS & MINDSET S Kinds of jobs
  29. 29. TOOLS & MINDSET S Progress & Failure Desired
 Outcome Undesired
 Outcome
  30. 30. TOOLS & MINDSET S Progress & Failure Easy & fast retrieval of stored articles; make good use of my time No access to stored articles; being non-productive
  31. 31. + + + + + 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
  32. 32. 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
  33. 33. Refine one phase of your customer’s journey 1 5 MIN
  34. 34. EX ERCISE Pick a phase in your colleague’s journey made the plan to travel started to look for a destination booked the journey & accommodation planned the trip details
  35. 35. TOOLS & MINDSET S Jobs-in-context mapping Context Desired Outcome Undesired Outcome Jobs Currently employed solutions
  36. 36. Share with all of us
 (2 groups)
  37. 37. TOOLS & MINDSET S Jobs-in-context mapping
  38. 38. APPLICATI ON In Lean Product Development
  39. 39. Retrospective interviews Forces Customer Job Definition Job Stories -----------------------> Consider- ation Set JTBD-based Marketing APPLICATI ON In Lean Product Development Customer Job Map
  40. 40. 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. QA engineers know the essential use and test cases, can prioritise better. Designers know the context and desired outcomes of the user and can design against these accordingly.
  41. 41. NEX T Where to start Conduct retrospective interviews with customers or users who used your or your competitors’ offering. Understand the jobs they tried to get done. And start tweaking your product accordingly.
  42. 42. Thanks for participating Join the JTBD Meetup in Berlin: One every month in a location near you

×