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Designing for prosthetic gods - By Alan Klement & Eric White | UXRiga 2017

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In their UXRiga talk Alan and Eric were showing how designers use Jobs To Be Done to evolve markets and consumers.

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Designing for prosthetic gods - By Alan Klement & Eric White | UXRiga 2017

  1. 1. Designing for Prosthetic Gods How designers use Jobs to be Done to evolve markets and consumers
  2. 2. How can JTBD help you grow as a designer ?
  3. 3. Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use. Gives you a new point of view that helps you make better design decisions.
  4. 4. Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use. Gives you a new point of view that helps you make better design decisions.
  5. 5. …what point of view do you use to describe market behavior? When you design…
  6. 6. …what point of view do you use to describe market behavior? When you design…
  7. 7. customer centric customer driven customer focused data driven data informed product centric innovation driven outcome driven needs driven
  8. 8. What is Uber ? What markets are in play ? What customer “needs” are addressed ?
  9. 9. What is Uber ? What markets are in play ? What customer “needs” are addressed ?
  10. 10. What is Uber ? What markets are in play ? What customer “needs” are addressed ?
  11. 11. Old way New way No longer owning a car or using the car I own less Transportation using a car I own
  12. 12. Old way New way No longer owning a car or using the car I own less Transportation using a car I own
  13. 13. Old way New way Using a mobile app to have a car pick me up Calling a car service to have a car pick me up
  14. 14. Old way New way Using a mobile app to have a car pick me up Calling a car service to have a car pick me up
  15. 15. Old way New way When I travel for business, I use my smartphone to call an Uber car When I traveled for business, I rented a car to get around
  16. 16. Old way New way When I travel for business, I use my smartphone to call an Uber car When I traveled for business, I rented a car to get around
  17. 17. Old way New way Using a car service without having to know where I am or the address of where I’m trying to get to Not using a taxi because I don’t know where I was or the address of where I’m trying to get to
  18. 18. Old way New way Using a car service without having to know where I am or the address of where I’m trying to get to Not using a taxi because I don’t know where I was or the address of where I’m trying to get to
  19. 19. Old way New way Saudi women can travel independently Saudi women could not travel independently
  20. 20. Old way New way Saudi women can travel independently Saudi women could not travel independently
  21. 21. Do Eric and Alan share the same point of view of markets?
  22. 22. Who understands best the elephant?
  23. 23. Who understands best how to make a successful product?
  24. 24. The designer who has an outside view of markets
  25. 25. Jobs to be Done
  26. 26. Prosthetic Gods Humans purposefully evolve
  27. 27. Desideratum
  28. 28. Control Growth Self-expression Recognition Belonging Caring Understanding
  29. 29. Innovation happens when desideratum are redefined
  30. 30. Innovation happens when desideratum are redefined
  31. 31. Innovation happens when desideratum are redefined
  32. 32. Jobs to be Done
  33. 33. Emergence The Job to be Done gains momentum and creates consumer shopping behavior Integration Customer starts adapting to the new desideratum & innovation Synthesis Essential parts interact and start the Job to be Done Market of today Consumer images how new desideratum benefit them Consumer buys the innovation and creates “new me” expectations The consumer trusts the information about the innovation and desideratum Customer brings innovation into their life and lives a new desideratum Consumer desideratum 1.0 Customer sees the desideratum as relevant to them Producer creates innovation that taps into and updates the consumer’s desideratum Consumer starts designing a “new me” based upon desideratum Expectation matching. Does the customer like the new new desideratum & innovation? The consumer might reject the product but still want the “new me” it promised. In this case, the consumer reengages in shopping and chooses another product Job to be Done ends Consumer has desideratum 2.0 Market evolves Producer gains new revenue Consumer buys a new product for first time
  34. 34. Emergence The Job to be Done gains momentum and creates consumer shopping behavior Integration Customer starts adapting to the new desideratum & innovation Synthesis Essential parts interact and start the Job to be Done Market of today Consumer images how new desideratum benefit them Consumer buys the innovation and creates “new me” expectations The consumer trusts the information about the innovation and desideratum Customer brings innovation into their life and lives a new desideratum Consumer desideratum 1.0 Customer sees the desideratum as relevant to them Producer creates innovation that taps into and updates the consumer’s desideratum Consumer starts designing a “new me” based upon desideratum Expectation matching. Does the customer like the new new desideratum & innovation? The consumer might reject the product but still want the “new me” it promised. In this case, the consumer reengages in shopping and chooses another product Job to be Done ends Consumer has desideratum 2.0 Market evolves Producer gains new revenue Consumer buys a new product for first time
  35. 35. Emergence The Job to be Done gains momentum and creates consumer shopping behavior Integration Customer starts adapting to the new desideratum & innovation Synthesis Essential parts interact and start the Job to be Done Market of today Consumer images how new desideratum benefit them Consumer buys the innovation and creates “new me” expectations The consumer trusts the information about the innovation and desideratum Customer brings innovation into their life and lives a new desideratum Consumer desideratum 1.0 Customer sees the desideratum as relevant to them Producer creates innovation that taps into and updates the consumer’s desideratum Consumer starts designing a “new me” based upon desideratum Expectation matching. Does the customer like the new new desideratum & innovation? The consumer might reject the product but still want the “new me” it promised. In this case, the consumer reengages in shopping and chooses another product Job to be Done ends Consumer has desideratum 2.0 Market evolves Producer gains new revenue Consumer buys a new product for first time
  36. 36. Emergence The Job to be Done gains momentum and creates consumer shopping behavior Integration Customer starts adapting to the new desideratum & innovation Synthesis Essential parts interact and start the Job to be Done Market of today Consumer images how new desideratum benefit them Consumer buys the innovation and creates “new me” expectations The consumer trusts the information about the innovation and desideratum Customer brings innovation into their life and lives a new desideratum Consumer desideratum 1.0 Customer sees the desideratum as relevant to them Producer creates innovation that taps into and updates the consumer’s desideratum Consumer starts designing a “new me” based upon desideratum Expectation matching. Does the customer like the new new desideratum & innovation? The consumer might reject the product but still want the “new me” it promised. In this case, the consumer reengages in shopping and chooses another product Job to be Done ends Consumer has desideratum 2.0 Market evolves Producer gains new revenue Consumer buys a new product for first time
  37. 37. Emergence The Job to be Done gains momentum and creates consumer shopping behavior Integration Customer starts adapting to the new desideratum & innovation Synthesis Essential parts interact and start the Job to be Done Market of today Consumer images how new desideratum benefit them Consumer buys the innovation and creates “new me” expectations The consumer trusts the information about the innovation and desideratum Customer brings innovation into their life and lives a new desideratum Consumer desideratum 1.0 Customer sees the desideratum as relevant to them Producer creates innovation that taps into and updates the consumer’s desideratum Consumer starts designing a “new me” based upon desideratum Expectation matching. Does the customer like the new new desideratum & innovation? The consumer might reject the product but still want the “new me” it promised. In this case, the consumer reengages in shopping and chooses another product Job to be Done ends Consumer has desideratum 2.0 Market evolves Producer gains new revenue Consumer buys a new product for first time
  38. 38. Get started today
  39. 39. When you design, start by identifying what desideratum you wish to tap into and update. Identify your competition (from your customer’s point of view) Have a clear vision of how your change is going to increase revenue. Maintain an outside view
  40. 40. When you design, start by identifying what desideratum you wish to tap into and update. Identify your competition (from your customer’s point of view) Have a clear vision of how your change is going to increase revenue. Maintain an outside view
  41. 41. When you design, start by identifying what desideratum you wish to tap into and update. Identify your competition (from your customer’s point of view) Have a clear vision of how your change is going to increase revenue. Maintain an outside view
  42. 42. When you design, start by identifying what desideratum you wish to tap into and update. Identify your competition (from your customer’s point of view) Have a clear vision of how your change is going to increase revenue. Maintain an outside view
  43. 43. Design for Prosthetic Gods Use Jobs to be Done to evolve markets and consumers

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