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Andrej Balaz: Introduction to Jobs-to-be-Done

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From Andrej Balaz, Senior User Experience Designer at IXDS

This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at Service Experience Camp on November 14, 2015.

Published in: Design

Andrej Balaz: Introduction to Jobs-to-be-Done

  1. 1. SEEING THROUGH JOBS SEEING THROUGH JOBS
  2. 2. SEEING THROUGH JOBS SEEING THROUGH JOBS ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
  3. 3. WHAT DO PEOPLE WANT WHATDO PEOPLE WANT
  4. 4. WARM-UPWARM-UP
  5. 5. WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY? WHAT JOBS IS IT DOING FOR YOU? WHAT DID YOU REPLACE? 2 PEOPLE, 4 MINUTES EACH
  6. 6. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS
  7. 7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS ADDING FEATURES FOCUSING ON COMPETITORS’ OFFERINGS
  8. 8. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM.
  9. 9. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM. NOT FEATURES BUT EXPECTED OUTCOMES
  10. 10. THE CUSTOMER HAS A JOB TO DO AND WILL HIRE THE BEST PRODUCT OR SERVICE TO GET IT DONE.
  11. 11. WHAT IS A JOB? WHATISA JOB
  12. 12. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS
  13. 13. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO
  14. 14. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION
  15. 15. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION HOW THEY WANT TO BE PERCEIVED BY OTHERS
  16. 16. JOBS ARE FAIRLY CONSTANT
  17. 17. OLD WAY: LIBRARY OLD WAY: LANDMOWER NEW WAY: INTERNET NEW WAY: MODIFIED SEEDS SEARCH FOR INFORMATION GET A NICE LAWN
  18. 18. JOBS ARE SOLUTION-NEUTRAL
  19. 19. JOBS ARE SOLUTION-NEUTRAL FOCUS ON THE OUTCOMES PEOPLE WANT TO ACHIEVE
  20. 20. LANDMOWER 1 LANDMOWER 2 LANDMOWER 3 SIMILAR PRODUCTS CUSTOMER GROUP 1 CUSTOMER GROUP 2 CUSTOMER GROUP 3
  21. 21. LANDMOWER 1 LANDMOWER 2 LANDMOWER 3 SIMILAR PRODUCTS CUSTOMER GROUP 1 SIMILAR OUTCOME CUSTOMER GROUP 2 CUSTOMER GROUP 3 MODIFIED GRASS SEEDS FAMILY MEMBER
  22. 22. HOW TO FIND THE JOBS HOWTO FINDTHE JOBS?
  23. 23. THE SWITCHTHESWITCH
  24. 24. THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE TOWARDS A NEW SOLUTION. BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP
  25. 25. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT.
  26. 26. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY
  27. 27. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS
  28. 28. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS CONSIDERATION SET
  29. 29. WHAT MAKES PEOPLE SWITCH WHATMAKES PEOPLE SWITCH
  30. 30. YOUBUSINESS AS USUAL NEW BEHAVIOUR
  31. 31. ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
  32. 32. GETTING TO THE STORY GETTINGTO THESTORY
  33. 33. FIRST THOUGHT
  34. 34. FIRST THOUGHT CONSUMING YAY OR NAY PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO
  35. 35. I’m not putting in any real energy, but I start noticing options I’m investing energy and time into finding a solution. I’ve narrowed my options to two or three. I understand my crieteria. I’ve used it for a while and I understand if it does the job or not. I’ve had enough. This needs to get solved. If I don’t get this solved by a certain time, it’s not going to be good. I’ve paid money. There is no going back. I’ve comitted. EVENT ONE EVENT TWO What I have might not be working anymore FIRST THOUGHT CONSUMING YAY OR NAY PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO
  36. 36. FIRST THOUGHT PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO 10 10 9 7ANX 4HAB 6 ANX 4HAB 6 ANX 3HAB 6 ANX 1HAB 6 5 7 9 101 PUL4 PSH 1 PUL6 PSH 3 PUL6 PSH 4 PUL6 PSH STRUGGLE PAIN FRIEND FREE TRIAL
  37. 37. WORK BACKWARDS FROM THE SWITCH LOOK FOR FUNCTIONAL, EMOTIONAL AND SOCIAL MOMENTS PLAY DUMB AND “ZOOM IN” WHERE NECESSARY
  38. 38. PEOPLE WHO SWITCHED RECENTLY BUT NOT TOO RECENTLY
  39. 39. DECISION MAKERS
  40. 40. FIRST THOUGHT INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER UNDERSTAND THEIR DECISION-MAKING PROCESS ANALYZE THE FORCES THAT MADE THEM SWITCH ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
  41. 41. TIME TO JUMP IN TIMETO JUMPIN
  42. 42. FIND A PARTNER EACH OF YOU GETS 10 MINUTES FIND A PRODUCT OR SERVICE RECENTLY BOUGHT (SOMETHING SUBSTANTIAL) FIND OUT THE PURCHASE STORY (START WITH THE SWITCH AND WORK BACKWARDS TO THE FIRST THOUGHT)
  43. 43. MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY. GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
  44. 44. STEPPING UP THE GAME STEPPING UPTHE GAME
  45. 45. ANTHONY W. ULWICK What Customers Want CLAYTON M. CHRISTENSEN MICHAEL E. RAYNOR The Innovator’s Solution CHRIS SPIEK BOB MOESTA JTBD Handbook
  46. 46. JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA STRATEGYN.COM/JOBS-TO-BE-DONE #JTBD MEETUP BERLIN ANDREJ BALAZ @DESIGNAMYTE JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA STRATEGYN.COM/JOBS-TO-BE-DONE #JTBD ANDREJ BALAZ @DESIGNAMYTE

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