The document summarizes a meetup event focused on discussing the Jobs-to-be-Done (JTBD) framework. The event included a demonstration of how to talk to real customers about their JTBD, experiences from a UX designer using JTBD, and challenges of the approach. Key learnings from applying JTBD in design included getting qualitative customer insight, using the four customer motivations, developing empathy, making jobs actionable, and gaining buy-in from stakeholders. The JTBD framework helps understand customer needs rather than preconceived solutions in order to improve innovation success rates.

1. April 20, 2017
Stockholm Jobs To be Done Meetup
#3 JTBD
Wiraya: Erik Kurin
Bonniernews: Anna Grufman
A-focus: Anders Ångström, Annika Järvebro
October 24, 2017

2. 22April 20, 2017
Today’s theme
…to talk to real customers about their needs

3. 33April 20, 2017
Level 2: Talk to real customers about their JTBD
Apply both qualitative & quantitative research
to identify under/overserved job segments
+ Get real customer insight by
talking to real customers
A new perspective and
terminology for discussing
customer needs
Think!
Listen!
Go
all-in!
DIY
Get
help
Today

4. 44April 20, 2017
Program
Talking to customers about their JTBD – demo, tips and tricks
§ Annika Järvebro and Anders Ångström from A-focus
JTBD experiences
§ Anna Grufman, UX designer from Bonnier News
Challenges and how to deal with them
§ Discussion

5. Talking to customers is one of several approaches
Customer
insight
Qualitative
research
Observations
Experiments
User tests
Experts
Quantitative
research

6. 66April 20, 2017
Background to role play demo
JTBD
&
circum-
stances
Solutions

7. #6 Learnings from using JTBD in
UX design
Anna Grufman / UX researcher

8. How I have used the method
#6 Learnings from using JTBD for UX design 1/10

9. 1. As the main research method for new design projects
2/10

10. 2. As a way to understand key events in the customer journey
Churn early
=
what was the job not done?
Churn late
=
what was the job not done?
Engaged customer
=
what job are we doing?
3/10

11. #6 learnings
#6 Learnings from using JTBD in UX design 4/10

12. #1
Get out there.
Build - measure - learn!
#6 Learnings from using JTBD in UX design 5/10

13. #2
Use the ”four forces” in the design work
(Push, pull, habits & anxieties)
#6 Learnings from using JTBD in UX design 6/10

14. #3
The framework requires the ability to
empathize
#6 Learnings from using JTBD in UX design 7/10

15. #4
The challenge is not to find the jobs.
It’s to make them actionable.
#6 Learnings from using JTBD in UX design 8/10

16. #5
The jobs will develop.
#6 Learnings from using JTBD in UX design 9/10

17. #6
Use the job stories to create empathy
among stakeholders
#6 Learnings from using JTBD in UX design 10/10

18. Thank you for listening!

19. 11April 20, 2017
Recap from # JTBD 1-2
A real quick intro
to JTBD

20. 22April 20, 2017
Nobody needs
you or your ___* !!!
*) Name of your product or service
People buy products
and services to get a
”job” done

21. Needs and solutions are two completely
different things!
3
Need
Solution
© A-focus AB
What the customer
wants to accomplish
How the customer
can do this with
your help

22. 44April 20, 2017
Make innovation predictable!
> 80% of all new product/service innovations fail in the market
Job-to-be-done
framework/concept
Developed by
Anthony Ulwick
in the 1990’s
Popularized by
Clayton
Christensen
What customers
want
Jobs-to-be-done
The Handbook
Intercom on
Jobs-to-be-done
Competing
Against Luck
Jobs to be done
Theory to practice

23. The basic JTBD framework
5
Job-to-be-done
SOLUTION
Target results Today’s struggles
NEED
Ref: Job to be done – Clayton Christensen, Anthony Ulwick (Strategyn)
© A-focus AB
What does
the customer
want to
accomplish?
What is a
good result?
What is
stopping
the customer?

24. What to look for?
6
Job-to-be-done Target results
3. How does the
customer
determine if the
job was well done?
4. Which target
results
are most
important?
Today’s struggles
1. What does the
customer want to
accomplish?
… which will cause him
to ”hire” a product
or service
2. What are the
circumstances
of the JTBD?
5. How does the
customer get the job
done today?
6. How successful is
the customer at
nailing the
target results?
7. What struggles stop
the customer?
8. What are the
consequences?
CUSTOMER NEED
Ref: Job to be done – Clayton Christensen, Anthony Ulwick (Strategyn)
© A-focus AB
What does the
customer want
to accomplish?
JTBD

25. 77April 20, 2017
Read about Job-to-be-done
Articles and white papers
Ulwick
https://strategyn.com/white-papers/what-is-
outcome-driven-innovation/
Christensen:
https://hbr.org/2016/09/know-your-customers-jobs-
to-be-done
Web resources
§ www.strategyn.com (also videos etc)
§ https://jtbd.info
Cases
https://strategyn.com/our-results/
Video
§ https://www.youtube.com/watch?v=RQjBawcU_
qg&t=1s
§ https://www.youtube.com/watch?v=f84LymEs67
Y
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