1. Making
jobs-to-be-done
actionable
VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4
Hannes Jentsch,
Thomas Hütter,
Martin Jordan

2. Hannes Jentsch Martin JordanThomas Hütter
@kaffeetrinken @Martin_Jordan@tohu_
Hello

3. How to make jobs-to-be-done actionable?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

4. G R E AT I D E A
What is job-to-be-done?
A task you would hire a MBA guy for?
H A P PY C U STO M E R S
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

5. “The best way to predict the future
is to invent it.”
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
— A L A N K AY
Co m p u t e r s c i e n t i s t

6. t i m e
yo u r s e r v i c e
c o m p et i t o r ’ s s e r v i c e
serviceperformance
c u s t o m e r
d e m a n d
T h e I n n ovat o r ’ s D i l e m m a , C l ay C h r i s t e n s e n , 1 9 97
The innovator’s dilemma
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

7. u n d e r s t a n d m a ke
What design can do
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

8. re a l
a b s t r ac t
u n d e r s t a n d m a ke
concepts
What design can do
JTBD
why? what?
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

9. “What job did you hire that milkshake to do?”
— C L AY C H R I S T E N S E N
P ro fe s s o r o f e c o n o my
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

10. Empathise with your users!
Customers don’t buy products or services.
They hire various solutions at various times
to get an array of jobs done.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

11. Airbnb
feel like a local when on travel
!
JTBD: enjoy independent travel
!
≠ travel guide book, google, friends
Snapchat
worry-less sexting
!
JTBD: explore sexuality w/o
bullying
!
≠ whatsapp, skype, love letter
Groupon
deals/ cheaper prices
!
JTBD: get off your couch and do
something
!
≠ bars, cinema, sport
Milkshake
tasty drink/ milkshake
!
JTBD: breakfast and entertainment
during commute
!
≠ bagel, bananas and doughnuts
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

12. How do I make this actionable
in service development?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

13. re a l
a b s t r ac t
u n d e r s t a n d m a ke
What design can do
JTBD concepts?
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

14. team
briefing
it’s about the
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

15. p e r s o n a s
p ro f i l e s
ro l e s
s c e n a r i o s
u s e r j o u r n e y s
e m p a t hy m a p
u s e c a s e s u s e r r e s e a r c h
d at a a n a l y t i c s
c o m p et i t o r a n a l y s i s
i n fo r m at i o n a rc h i t e c t u re
t o p o l o g y m a p
t o p o l o g y m a p
what?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

16. why?
what!
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

17. fu n c t i o n a l
re l i a b l e
u s a b l e
m e a n i n g fu l
H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t e r s , 2 0 1 1
o b j e c t i ve
s u b j e c t i ve
The design challenge
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

18. “If you can’t explain it simply,
you don’t understand it well enough.”
— A L B E R T E I N ST E I N
S c i e n t i s t
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

19. Situation Needs Goal
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories

20. Who
Where
When
What Why
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories

21. causality
anxieties
motivations
intended
outcome
triggering
event
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories

22. when
i am
commuting
to work
by car
to eat something that
lasts until lunch that I can
get fast and eat without
distraction from driving
I want
entertainment while
being stuck in traffic
I want
i am
commuting
to work
by car
when
start my
work without
being
hungry.
so I can
fight my
boredom.
so I can
2 job stories:
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Milkshake example
“breakfast and entertainment during commute”

23. “We frame every design problem in a Job,
focusing on the triggering event or situation,
the motivation and goal, and the intended
outcome.”
— PA U L A DA M S
V P o f P r o d u c t , I n t e r c o m
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

24. Context
The context defines what is needed to perform a job
Getting from
home to the office
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

25. + + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Context
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

26. Situation
Raining outside
Need
Getting there
in time
Need
Staying
dry
Situation
Hellish hot outside
Goal
Getting to
the office
Goal
Getting to
the office
Need
Not getting
sweaty
Goal-directed task analysis
to investigate needs depending on situation & goals
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

27. Job stories
I have to get
to the office
on crazily hot
on a summer
morning
When
to keep dry
instead of
getting sweaty
I want
arrive at the
office in style
So I can
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

28. Exercise
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

29. EX E R C I S E
Making jobs-to-be-done
actionable
13 min
Write three jobs stories based on the same
job-to-be-done, yet in different contexts:
Situation 1:
Raining cats and dogs
Situation 2:
Small budget end of month
Situation 3:
Little time only
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

30. Write it like in the 70s
Avoid today’s tech speak hinting
on solutions. Use yesterday’s
language instead.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

31. Making jobs-to-be-done actionable
Preparing dinner for guests
Write three jobs stories based on the same job-to-be-done, yet in different contexts:
j o b - t o - b e - d o n e :
situation 1:
Raining cats and dogs
situation 2:
Small budget end of month
situation 3:
Little time only
When
I want
So I can
When
I want
So I can
When
I want
So I can

32. Tell your
job story
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

33. Wrap-up
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

34. “Job Stories are great because it makes
you think about motivation and context
and de-emphasizes adding any particular
implementation.”
— A L A N K L E M E N T
P ro d u c t d e s i g n e r
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

35. Not a solution or an answer
to your problem, but to clarify
the original problem
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

36. • makes us think
• allows synthesises
• provides focus
• simple & sustainable
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

37. Benefits
Understand and communicate the design task
Describe a real user’s need in context
Validate scope and design solutions
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

38. Reading recommendations
Paul Adams:
‘The
Dribbblisation
Of Design’
Clayton
Christensen:
‘The
Innovator’s
Dilemma’
Alan
Klement:
‘A Jobs-to-
be-Done
primer’
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

39. Get in
touch!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
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