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UX STRAT USA 2017: Jim Kalbach, "Using Jobs To Be Done to Create High-Value Products and Services"

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UX STRAT USA 2017 workshop by Jim Kalbach, Author, Head of Customer Success, MURAL

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UX STRAT USA 2017: Jim Kalbach, "Using Jobs To Be Done to Create High-Value Products and Services"

  1. 1. Practical Jobs To Be Done: A Way Of Seeing
  2. 2. @JimKalbach
  3. 3. 1. Discover 2. Define 3. Design 4. Deliver Develop
  4. 4. AGENDA 1. What are JTBDs? 30 minutes 2. Discover value 60 minutes Break 15 minutes 3. Define value 45 minutes 4. Design value 30 minutes 5. Deliver value 15 minutes 6. (Re)developing value 15 minutes
  5. 5. 1. WHAT ARE JTBDs?
  6. 6. “People don’t want a quarter-inch drill, they want a quarter-inch hole.” THEODORE LEVITT
  7. 7. JOBS TO BE DONE (JTBD) Why people “hire“ a product or service Progress toward a goal Process of solving a problem or evolving
  8. 8. WHAT‘S THE JTBD?
  9. 9. WHAT‘S THE JTBD?
  10. 10. WHAT‘S THE JTBD?
  11. 11. HIERARCHY OF JOBS Big Small Micro Values
  12. 12. MAPPING
  13. 13. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods  Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs ✓ Start with a verb ✓ Focus on outcome of a process ✓ Indicate context / granularity ✓ Represent user‘s perspective
  14. 14. SCENARIO You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that will eventually be used before, during and after an event by your customers. There are many aspects of attending events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started. Target job executor Conference goer Core functional job Attend an industry event to continue professional development
  15. 15. Research and Observations
  16. 16. EXERCISE: FORMULATE JTBD INSIGHT JTBD You learned that getting permission from a boss to attend a conference is a big hurdle People expressed that there are so many conferences these days, they don’t know which to attend You observed people taking photos of slides with a mobile phone Many people said that it’s hard to remember references while a presenter is speaking Attendees often complained about poor wifi at conference venues People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend 1
  17. 17. “Job to be done”
  18. 18. 2. DISCOVER VALUE
  19. 19. 1. Define job executor 2. Formulate core functional job 3. Conduct interviews 4. Extract JTBD 5. Create Job Map 6. Prioritize desired outcomes Based on ODI by Tony Ulwick
  20. 20. 4. EXTRACT JTBD Look for verbs
  21. 21. 5. MAP JTBD via Tony Ulwick
  22. 22. NOT A CJM
  23. 23. NOT A CJM
  24. 24. 2EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.
  25. 25. 2EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb for JTBD. Write functional jobs on individual sticky notes beginning with an action verb. PART 2 a. As a group, map your JTBD to “before,“ “during,“ and “after“ b. Then map to the 8 standard phases of a job map and re-label: Define, locate, prepare, confirm, execute, monitor, modify, conclude.
  26. 26. BEFORE DURING AFTER
  27. 27. BEFORE DURING AFTER Define Locate Prepare Confirm Execute Monitor Modify Conclude
  28. 28. BEFORE DURING AFTER Decide Plan Prepare Attend Network Record Summarize Report
  29. 29. SEE ALSO: Switch Method Jobs-to-be-Done: The Handbook
  30. 30. Switch Timeline
  31. 31. 3. DEFINE VALUE
  32. 32. Minimize the time it takes to summarize notes from an event Minimize Reduce Lower Maximize Increase Raise Time Ability Effort Chances Likelihood DIRECTION UNIT QUALIFIER DESIRED OUTCOMES No “ands” or “ors”
  33. 33. 1. Maximize the ability to allow visitors in during the day 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? DESIRED OUTCOMES SURVEY 2. Reduce the chance of intruders getting in 1 2 3 4 5 6 7 8 9 10 Very low Very high
  34. 34. 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
  35. 35. FIND OPPORTUNITIES Satisfaction Importance TONY ULWICK
  36. 36. 3EXERCISE: PRIORITIZE PART 1 Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes. Examples: • Increase the chance of getting permission from boss • Maximize the amount of relevant information captured during event • Minimize the time it takes to summarize notes from an event
  37. 37. 3EXERCISE: PRIORITIZE PART 1 Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes. PART 2 As a group, prioritize the desired outcomes on a 2x2 grid: satisfaction vs importance
  38. 38. Satisfaction Importance
  39. 39. Satisfaction Importance
  40. 40. 4. DESIGN VALUE
  41. 41. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods  Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs ✓ Start with a verb ✓ Focus on outcome of a process ✓ Indicate context / granularity ✓ Represent user‘s perspective
  42. 42. DESIGN VALUE Job Stories Alan Klement, “Replacing The User Story With The Job Story”
  43. 43. #2 – DESIGN FOR THE MARKET
  44. 44. 4EXERCISE: WRITE JOB STORIES PART 1 As a group decide on a desired outcome that has the most potential for Evensity. Locate where that would fall on the job map. Write as many job stories as you can, getting more and more granular as needed. BONUS: Sketch a version of the solution from the job stories
  45. 45. 5. DELIVER VALUE
  46. 46. WHAT‘S THE JTBD?
  47. 47. WHAT‘S THE JTBD?
  48. 48. SPEAK TO THE MARKET Shift language to reflect JTBD BEFORE Our conference software features integrations with professional networking platforms. AFTER Connect with like-minded people to increase your professional network
  49. 49. Functional job (1) Desired outcome Situation & Motivation Functional job (2) Emotional job Social job
  50. 50. 5EXERCISE: SPEAK TO THE MARKET PART 1 Compose a few marketing messages for Evensity that highlight different jobs to be done PART 2 Write a help desk article for a key feature you‘re focusing on using the JTBD pattern.
  51. 51. 6. (RE)DEVELOP VALUE
  52. 52. WHAT IS A MARKET? T.A.M.
  53. 53. WHAT‘S THE JTBD?
  54. 54. WHAT‘S THE JTBD? “If you can’t identify an exit strategy, you can’t identify your market” Michael Boysen
  55. 55. Disruption Sustaining WHAT IS “DISRUPTION“? Lower performance: Cheaper Easier Quicker Convenient PERFORMANCE TIME MARKET DEMAND LOW HIGH
  56. 56. Encyclopedias Wikipedia Book stores Amazon CDs MP3 Film photography Digital photography Premium airlines Budget airlines Rental cars Car sharing Telephone VOIP
  57. 57. GoToMeeting gets high-definition video conferencing chamilton Aug 2, 2011 - 5:00 AM CDT
  58. 58. Skype for business
  59. 59. The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it. Quoted in: The Myths of Innovation, SCOTT BERKUN, 2007 SCOTT COOK Founder of Intuit
  60. 60. WHAT MARKET ARE YOU REALLY IN?
  61. 61. WHAT MARKET ARE YOU REALLY IN?
  62. 62. WHAT MARKET ARE YOU REALLY IN?
  63. 63. WHAT MARKET ARE YOU REALLY IN?
  64. 64. JTBDs give designers a way of capturing insight that leverages our skills to help businesses succeed.
  65. 65. RESOURCES
  66. 66. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

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