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Une introduction à Jobs-To-Be-Done

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JTBD est une technique qui vient à l’origine du Marketing et de plus en plus au service design et au développement du logiciel.
JTBD aide à comprendre les vraies raisons pour lesquelles un client achète un produit ou un service et à prendre des décisions précis pour l'amelioration d'un produit ou service.

Published in: Design
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Une introduction à Jobs-To-Be-Done

  1. 1. Une introduction à Jobs-To-Be-Done Design Éclair Mars 2018 Annamaria Boheim
  2. 2. Clay Christensen The Milkshake Story https://www.youtube.com/watch?v=sfGtw2C95Ms
  3. 3. Les gens achètent recrutent des produits pour accomplir des missions (jobs). THÉORIE
  4. 4. Les gens n’ont pas besoin de perceuses. Ils ont besoin de trous dans leurs murs. Theodore Levitt - 1962
  5. 5. Un outil de recherche pour découvrir le contexte des décisions des clients. FRAMEWORK
  6. 6. Pourquoi JTBD? ❏ Augmenter la consommation ou l'adoption d'un produit ❏ Incertitude à la nécessité d'un produit ❏ Identifier des problèmes et les concurrents (inattendus)
  7. 7. Et le logiciel?
  8. 8. Sian Townsend (Director of Research Intercom) JTBD - From Doubter to Believer
  9. 9. Sian Townsend (Director of Research Intercom) JTBD - From Doubter to Believer
  10. 10. Sian Townsend (Director of Research Intercom) JTBD - From Doubter to Believer
  11. 11. La boîte à outils JTBD
  12. 12. La chronologie THE TIMELINE
  13. 13. Les forces d’influence THE 4 FORCES
  14. 14. l’entretien THE INTERVIEW
  15. 15. “When did you first start looking for something to solve your problem? “Tell me about how you looked for a product to solve your problem. What kind of solutions did you try? Or not try? Why or why not?” “Why specifically did you buy that day versus any other? Why then? What was unique about that day?” “Was anyone else involved in the purchasing decision?” When did you buy the product and where were you?
  16. 16. Job Stories
  17. 17. Je vais au bureau en voiture être amusé en trafic combattre mon ennui QUAND JE VEUX AFIN QUE JE PEUX QUAND JE VEUX AFIN QUE JE PEUX Je vais au bureau en voiture manger qqc qui durera jusqu'au déjeuner, que je peux chercher vite et manger sans distraction de conduire commencer à travailler sans avoir faim
  18. 18. Des avantages ❏ Décrivez le besoin d'un utilisateur en contexte ❏ Communiquer une tâche de conception (design task)
  19. 19. Merci !Merci !

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