Andrej Balaz: Introduction to Jobs-to-be-Done
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From Andrej Balaz, Senior User Experience Designer at IXDS This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at Service Experience Camp on November 14, 2015.
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Andrej Balaz: Introduction to Jobs-to-be-Done
- 2. SEEING THROUGH JOBS SEEING THROUGH JOBS ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
- 5. WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY? WHAT JOBS IS IT DOING FOR YOU? WHAT DID YOU REPLACE? 2 PEOPLE, 4 MINUTES EACH
- 6. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS
- 7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND PRODUCT CHARACTERISTICS ADDING FEATURES FOCUSING ON COMPETITORS’ OFFERINGS
- 8. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM.
- 9. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM. NOT FEATURES BUT EXPECTED OUTCOMES
- 10. THE CUSTOMER HAS A JOB TO DO AND WILL HIRE THE BEST PRODUCT OR SERVICE TO GET IT DONE.
- 14. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO
- 15. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION
- 16. FUNCTIONAL JOBS EMOTIONAL JOBS SOCIAL JOBS TASKS CUSTOMERS WANT TO DO FEELINGS AND PERCEPTION HOW THEY WANT TO BE PERCEIVED BY OTHERS
- 17. JOBS ARE FAIRLY CONSTANT
- 18. OLD WAY: LIBRARY OLD WAY: LANDMOWER NEW WAY: INTERNET NEW WAY: MODIFIED SEEDS SEARCH FOR INFORMATION GET A NICE LAWN
- 20. JOBS ARE SOLUTION-NEUTRAL FOCUS ON THE OUTCOMES PEOPLE WANT TO ACHIEVE
- 21. LANDMOWER 1 LANDMOWER 2 LANDMOWER 3 SIMILAR PRODUCTS CUSTOMER GROUP 1 CUSTOMER GROUP 2 CUSTOMER GROUP 3
- 22. LANDMOWER 1 LANDMOWER 2 LANDMOWER 3 SIMILAR PRODUCTS CUSTOMER GROUP 1 SIMILAR OUTCOME CUSTOMER GROUP 2 CUSTOMER GROUP 3 MODIFIED GRASS SEEDS FAMILY MEMBER
- 25. THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE TOWARDS A NEW SOLUTION. BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP
- 27. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT.
- 28. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY
- 29. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS
- 30. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS CONSIDERATION SET
- 32. YOUBUSINESS AS USUAL NEW BEHAVIOUR
- 33. ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
- 35. FIRST THOUGHT
- 37. I’m not putting in any real energy, but I start noticing options I’m investing energy and time into finding a solution. I’ve narrowed my options to two or three. I understand my crieteria. I’ve used it for a while and I understand if it does the job or not. I’ve had enough. This needs to get solved. If I don’t get this solved by a certain time, it’s not going to be good. I’ve paid money. There is no going back. I’ve comitted. EVENT ONE EVENT TWO What I have might not be working anymore FIRST THOUGHT CONSUMING YAY OR NAY PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO
- 38. FIRST THOUGHT PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO 10 10 9 7ANX 4HAB 6 ANX 4HAB 6 ANX 3HAB 6 ANX 1HAB 6 5 7 9 101 PUL4 PSH 1 PUL6 PSH 3 PUL6 PSH 4 PUL6 PSH STRUGGLE PAIN FRIEND FREE TRIAL
- 39. WORK BACKWARDS FROM THE SWITCH LOOK FOR FUNCTIONAL, EMOTIONAL AND SOCIAL MOMENTS PLAY DUMB AND “ZOOM IN” WHERE NECESSARY
- 40. PEOPLE WHO SWITCHED RECENTLY BUT NOT TOO RECENTLY
- 41. DECISION MAKERS
- 42. FIRST THOUGHT INTERVIEW PEOPLE WHO SWITCHED FROM ONE PRODUCT TO ANOTHER UNDERSTAND THEIR DECISION-MAKING PROCESS ANALYZE THE FORCES THAT MADE THEM SWITCH ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
- 44. FIND A PARTNER EACH OF YOU GETS 10 MINUTES FIND A PRODUCT OR SERVICE RECENTLY BOUGHT (SOMETHING SUBSTANTIAL) FIND OUT THE PURCHASE STORY (START WITH THE SWITCH AND WORK BACKWARDS TO THE FIRST THOUGHT)
- 45. MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY. GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
- 47. ANTHONY W. ULWICK What Customers Want CLAYTON M. CHRISTENSEN MICHAEL E. RAYNOR The Innovator’s Solution CHRIS SPIEK BOB MOESTA JTBD Handbook
- 48. JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA STRATEGYN.COM/JOBS-TO-BE-DONE #JTBD MEETUP BERLIN ANDREJ BALAZ @DESIGNAMYTE JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA STRATEGYN.COM/JOBS-TO-BE-DONE #JTBD ANDREJ BALAZ @DESIGNAMYTE