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Scaling the JTBD Framework With Your Team

Many design teams have used the Jobs-To-Be-Done Framework to understand your users goals, create solutions for the problems their trying to solve and overall streamline product design processes and remain user-centric.
In this talk Vineet will talk through the Postman journey with the JTBD framework as the product teams scale.

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Scaling the JTBD Framework With Your Team

  1. 1. Scaling JTBD within your teams Lessons from building a 1 million DAU product
  2. 2. Director, UX at Postman Vineet Kumar @vk_aegis
  3. 3. The complete API platform
  4. 4. Agenda 1 The JTBD framework 2 The Postman journey 3 Scaling process with product 4 Introducing JTBD to your teams 5 Common pitfalls to avoid
  5. 5. Jobs to Be Done Make better users, not products.
  6. 6. When I want to So I can I’m debugging an API endpoint point my team to a specific API response highlight an anomalous behaviour of the endpoint
  7. 7. The circumstances are more important than customer characteristics, product attributes, new technologies, or trends.
  8. 8. The Postman Journey
  9. 9. Organizations design systems which mirror their own communication structure. Conway’s Law
  10. 10. Building a shared context “How do we get every function of the org thinking the same way about our users?”
  11. 11. Prioritizing features “What features brings the most value to our customers?”
  12. 12. Utilizing feedback “How do we best utilize the feedback we’re getting to build a better product?”
  13. 13. Can JTBD help? How we use it in Postman
  14. 14. As a point of reference All product development in Postman starts with a job.
  15. 15. As a point of reference Ideating Write jobs to back the value proposition of your product. Prototyping Design experiences that simplify a job. Testing Measure the success of a prototype by how well it helps users achieve the job. Selling Communicate the value proposition by pitching the job. Jobs have value in ALL stages of the product lifecycle.
  16. 16. As a point of reference Ideating How can my product help users share API responses? Prototyping Which of these experiences allows users to share responses the easiest? Testing How well does my product help users to share responses? Selling “Postman helps you easily track anomalous API endpoints.” “...I want to point my team to a specific API response…”
  17. 17. As a knowledge repository Everyone works with a common set of jobs and enriches them.
  18. 18. As a knowledge repository Product Manager ● Identifies jobs ● Writes specifications that helps users achieve those jobs UX Researcher ● Maps personas to jobs ● Validates and prioritizes jobs by impact UX Designer ● Creates experiences based on the priority of jobs ● Optimizes experiences for the personas performing the jobs
  19. 19. As a knowledge repository
  20. 20. As a mediator in discussions “Job stories are a powerful way to facilitate team conversation and discovery when designing products.”
  21. 21. As a mediator in discussions
  22. 22. As a mediator in discussions Let’s allow users to share or tag others on a specific part of the response. The obvious solution Let’s allow users to get a link to any part of the response. The efficient solution
  23. 23. Introducing it to your team
  24. 24. Start small Bring JTBD into your personal design process Tie it back Build your jobs as you learn more about your users Involve your team Refer to jobs you’ve discovered in conversations
  25. 25. Start small Bring JTBD into your personal design process ● Start your next feature by jotting down jobs ● Keep a library of jobs relevant to the features you’re working on ● Continuously check if what you’re building helps users achieve that job
  26. 26. ● Share your jobs library with the rest of your team ● Sort and tag your jobs with relevant people, teams, features ● Mediate conversations with the context of a job Involve your team Refer to jobs you’ve discovered in conversations
  27. 27. ● Give your jobs a score ● Increase score when you have a conversation with a user that validates the job ● Increase the score when a user writes in with a use case that relates to the job Tie it back Build your jobs as you learn more about your users
  28. 28. Things to avoid We learnt the hard way.
  29. 29. Don’t get stuck on the semantics 1 Use language that a user can understand and relate to 2 Don’t use language that’s specific to your product 3 Be granular, break larger jobs down into smaller jobs ❌ “The most effective job is the one you’ve written down”
  30. 30. Don’t wait for it to become a process “A clear JTBD statement should help you communicate with absolute clarity what a specific group of people want in a specific circumstance — and their barriers to getting it.” And that’s valuable for anyone, whether you’re in sales, marketing or product.
  31. 31. To summarize 1 Make better users, not products 2 Build a shared context for everyone in your org 3 Maintaining that context is everyone’s job 4 Start today
  32. 32. Useful Resources ● Intercom on Jobs-to-be-done ● Clayton Christensen’s Competing Against Luck ● Chris Spiek, Ervin Fowlkes, and Bob Moesta have a course on JTBD ● HBR Longform on JTBD by Christensen ● Designing your organization for 10x Impact by Ankit Sobti
  33. 33. Thank You @vk_aegis