What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 13 student we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use everyday.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at University of Applied Sciences Potsdam, Germany in October 2014.
Apps as Machines — ThingsCon Berlin 2014Martin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together we'll break down some of our favourite apps to their elementals and imagine them as physical machines. We'll examine aspects of experience which can bring us closer to the services we use everyday.
How? With a few short hands-on exercises, we'll explore the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines will try to uncover what we're after.
The ‘Apps as Machines’ workshop was held during ThingsCon in May 2014 in Berlin — by Boris Anthony, Hannes Jentsch and Martin Jordan
Apps as Machines — at Hochschule DarmstadtMartin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 20 students we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use every day.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at Hochschule Darmstadt, Germany in May 2016.
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired forMartin Jordan
People are not interested in the service you are designing. They are interested in what it does for them – or which job it helps them to get done. They don’t really care about your banking, transportation or web service. But they do care about the outcome they are able to achieve with it. Today’s most successful services understand and address people’s key 'jobs', they support them in achieving their desired outcomes better than with other available solution.
The Jobs-to-be-Done (JTBD) perspective on service shifts the focus from service provision to enabling customers to accomplish a goal or resolve a problem. Customer jobs can not only have functional, but also social or personal aspects. For service managers, innovators and designers, a JTBD approach enriches existing tools and methods in research, design and marketing. These help them to understand customers better and eventually create significantly improved offerings.
This presentation was given on March 30, 2016 at first Service Design Drinks in Warsaw.
Smarter Touchpoints & Contextual ServicesMartin Jordan
The internet of things is surrounding us. We are wearing fitness bands around our wrists, have scales in our bathroom connected to our smartphones and a smoke detector to send us a notification in case of fire.
How can we integrate this new generation of connected products into existing or new services? How can we incorporate them into services ranging from the smart home to smart car to smart city?
At the TOA special edition of Service Design Drinks Berlin, Hannes Jentsch and I gave this short introduction to smarter touchpoints and contextual services.
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Martin Jordan
How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including:
• Value creation (marketing)
• Value proposition canvas & business model canvas (business design & modelling)
• Market segmentation (marketing)
• How might we questions (design thinking & ideation)
• Customer journey map (service design & development)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)Neil Turner
"People don’t want to buy a quarter-inch drill. They want a quarter-inch hole." (Theodore Levitt, Harvard marketing professor). Jobs-to-be-done is one of those concepts that intuitively makes so much sense, and yet still isn’t that widely known or used. The idea that you should focus on the job that someone is trying to do, rather than just the means of achieving , is not a revolutionary one, but is nonetheless incredibly powerful and insightful. As Clay Christensen, one of the fellow architects of jobs-to-be-done, has said, "In hindsight the job to be done is usually as obvious as the air we breathe. Once they are known, what to improve (and not to improve) is just as obvious".
This interactive and hands-on workshop, from UX Cambridge 2017 covers how to use jobs-to-be-done to not only come up with innovative ideas, but to research and design better user experiences, regardless of whether someone is starting from a blank sheet, or improving an existing product or service.
It includes how to identify jobs-to-be-done, how to use job stories to help frame jobs-to-be-done and how to enhance personas, user journey maps and even user stories using jobs-to-be-done.
An introduction to the Jobs to Be Done customer research/insights framework, with a focus on how product managers can put Jobs to Be Done into practice with key tools such as customer interviews, surveys, prototyping, and A/B testing.
User Experience Design: The Past, The Present, The FutureCharbel Zeaiter
In our mostly true exploration of the history of UX and the current space we're in, we look to how UX Designers will be called upon in the future to create experiences that matter.
Apps as Machines — ThingsCon Berlin 2014Martin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together we'll break down some of our favourite apps to their elementals and imagine them as physical machines. We'll examine aspects of experience which can bring us closer to the services we use everyday.
How? With a few short hands-on exercises, we'll explore the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines will try to uncover what we're after.
The ‘Apps as Machines’ workshop was held during ThingsCon in May 2014 in Berlin — by Boris Anthony, Hannes Jentsch and Martin Jordan
Apps as Machines — at Hochschule DarmstadtMartin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 20 students we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use every day.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at Hochschule Darmstadt, Germany in May 2016.
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired forMartin Jordan
People are not interested in the service you are designing. They are interested in what it does for them – or which job it helps them to get done. They don’t really care about your banking, transportation or web service. But they do care about the outcome they are able to achieve with it. Today’s most successful services understand and address people’s key 'jobs', they support them in achieving their desired outcomes better than with other available solution.
The Jobs-to-be-Done (JTBD) perspective on service shifts the focus from service provision to enabling customers to accomplish a goal or resolve a problem. Customer jobs can not only have functional, but also social or personal aspects. For service managers, innovators and designers, a JTBD approach enriches existing tools and methods in research, design and marketing. These help them to understand customers better and eventually create significantly improved offerings.
This presentation was given on March 30, 2016 at first Service Design Drinks in Warsaw.
Smarter Touchpoints & Contextual ServicesMartin Jordan
The internet of things is surrounding us. We are wearing fitness bands around our wrists, have scales in our bathroom connected to our smartphones and a smoke detector to send us a notification in case of fire.
How can we integrate this new generation of connected products into existing or new services? How can we incorporate them into services ranging from the smart home to smart car to smart city?
At the TOA special edition of Service Design Drinks Berlin, Hannes Jentsch and I gave this short introduction to smarter touchpoints and contextual services.
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Martin Jordan
How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including:
• Value creation (marketing)
• Value proposition canvas & business model canvas (business design & modelling)
• Market segmentation (marketing)
• How might we questions (design thinking & ideation)
• Customer journey map (service design & development)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)Neil Turner
"People don’t want to buy a quarter-inch drill. They want a quarter-inch hole." (Theodore Levitt, Harvard marketing professor). Jobs-to-be-done is one of those concepts that intuitively makes so much sense, and yet still isn’t that widely known or used. The idea that you should focus on the job that someone is trying to do, rather than just the means of achieving , is not a revolutionary one, but is nonetheless incredibly powerful and insightful. As Clay Christensen, one of the fellow architects of jobs-to-be-done, has said, "In hindsight the job to be done is usually as obvious as the air we breathe. Once they are known, what to improve (and not to improve) is just as obvious".
This interactive and hands-on workshop, from UX Cambridge 2017 covers how to use jobs-to-be-done to not only come up with innovative ideas, but to research and design better user experiences, regardless of whether someone is starting from a blank sheet, or improving an existing product or service.
It includes how to identify jobs-to-be-done, how to use job stories to help frame jobs-to-be-done and how to enhance personas, user journey maps and even user stories using jobs-to-be-done.
An introduction to the Jobs to Be Done customer research/insights framework, with a focus on how product managers can put Jobs to Be Done into practice with key tools such as customer interviews, surveys, prototyping, and A/B testing.
User Experience Design: The Past, The Present, The FutureCharbel Zeaiter
In our mostly true exploration of the history of UX and the current space we're in, we look to how UX Designers will be called upon in the future to create experiences that matter.
Product design for Non Designers - Montreal Digital Nomad MeetupSebastian Tory-Pratt
The basic principles of product design are very simple. And you don't need to be able to code to start building your product. This deck introduces some basic principles to help you start moving from idea to tangible product.
What do people use a service for? What problem are they trying to solve? This edition of Service Design Drinks introduced to a tool based on the increasingly popular jobs-to-be-done framework. It helps you to better understand problems with a fresh approach by examining contexts and describing desired outcomes.
This edition’s presenters Thomas Hütter, Hannes Jentsch and Martin Jordan are system and experience designers at HERE, a Nokia business. In the past year they reviewed the internal design processes and explored new tools that are worth sharing.
Getting started with Job to be Done researchFirmhouse
To build a successful new product or service you need to make something people will buy. Jobs to be Done help you to understand why people buy the products they do, and make something they will be willing to pay a premium price for. Learn how, at our Jobs to be Done workshop. We run our workshop monthly, more information: https://goo.gl/jvhnVM
How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand.
Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.
Designing Mobile Solutions for Social & Economic ContextsJonny Schneider
Technology should help solve problems for people, but all people (and their problems) are unique - there is no one size fits all. This is especially true of Mobile, where environments and user needs are much more diverse than in other computing platforms. For instance, building mobile applications for the widest reach in India requires thinking about feature phones, non-English interfaces, the 'language' of missed calls, low-bandwidth situations, cultural nuances and numerous other unique conditions.
Jonny Schneider and Nagarjun Kandukuru argue that the practice of design thinking helps mobile developers solve the most important problems in context-appropriate ways. They demonstrate how the best mobile applications lie at the intersection of technical feasibility, business viability and crucially, user delight.
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...Alan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
* assessing the state of UX in your organisation
* learning how to improve the research that you do
* seeing new ‘agile' ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
Quick guide to people-centered design by Michael Koenka of MDK Strategy. This covers processes, deliverables, plus handy insights into when to use it and why. Hats off and mad props goes out to the great peeps at Google Ventures, IDEO and Stanford Design for influencing this deck.
The Customer Job To Be Done Canvas - PrototypeHelge Tennø
At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there?
In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs.
As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here.
I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.
When you're starting or running a company, how do you choose technology? The prevailing advice du jour is something along the lines of "use the best tool for the job." This is obviously right, but it is also devoid of meaning in an unfortunate way that lets people define "best" and "job" as myopically as they like.
From insight to idea, to implementation.
Design Thinking helps us create value-driven innovation.
Lean UX secures success through testing and iterations.
These key ingredients make up a winning combination.
Lillian Ayla Ersoy, BEKK
Get More Traction for Your Product Using Jobs-To-Be-Donepascallaliberte
The Jobs-To-Be-Done theory (by Clayton Christensen of Harvard Business School) says this: people don’t buy your product, they hire your product for a job.
Understand the job, understand why people switch to your product, and marketing your product will be much less of a guessing game.
This presentation was given on:
- April 7, 2017: hosted by Invest Ottawa
- May 25, 2017: hosted by Impact Hub Ottawa
Slides updated with narration. Links from the presentation are at:
http://pascallaliberte.me
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"UX STRAT
A case study of how Turner Broadcasting approached creating a multichannel experience for March Madness Live that extended from Android and iPhones to iPads and desktops. The presentation will cover how the pillars of the cool project where implemented in the product, what worked and what did not work and how the UX design strategy set the team up for continued success.
The user-centered view of the interactions and experience led to the fulfillment of the business goals of improving the brand image which is expressed in the title of the presentation "March Madness is my BFF!" This is one of thousands of tweets expressing the joy fans felt while using the application.
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
Episode 245: How Customer Experience Starts with AccessibilityWorkology
Sometimes the business case might get in the way of just doing the right thing. This happens a lot in my opinion when we are looking at accessibility and diversity and inclusion efforts. We often get caught up in the ROI of doing something instead of doing it because it’s the right thing. It’s not so much about the ROI as it is with being a good citizen of the universe and making your business and workplace accessible.
This episode of the Workology Podcast is part of our Future of Work series powered by PEAT, the Partnership on Employment & Accessible Technology. In honor of the 30th anniversary of the Americans with Disabilities Act this year, we’re investigating what the next 30 years will look like for people with disabilities at work, and the potential of emerging technologies to make workplaces more inclusive and accessible. Today, I’m joined by Ted Drake.
Important elements of this presentation are better covered in my later presentation titled "What Is Jobs-To-Be-Done?" I recommend that readers start with that.
Are you an innovator, entrepreneur or product manager? Do you want to understand what causes people to purchase, adopt and re-purchase products and services? This presentation gives you an introduction to Jobs-To-Be-Done—a theory of the market that seeks to answer these questions and more.
Input: User-centred Design / Global Service Jam Berlin 2011Martin Jordan
An input given by Anastasia Gramatchikova and Martin Jordan during Berlin’s Global Service Jam on March 11th at Fjord’s Berlin office. The presentation gave an introduction for the event’s participants into user-centered design methods, service design and design thinking tools.
To design effective user-focused services, we need to use data. We need to understand how people are using the service, what works for them and what doesn’t. There can be no service without data.
But as designers, we have to focus on user needs. That means we need to address users’ data needs as well as their service needs. We must design good services based on good data that don’t infringe on people’s privacy.
This means we have to look at questions like: what data is my service collecting? How and when is this data being used? Who has access to this data and who owns it? And how do we keep it secure?
As service designers working with data on a daily basis, we want to raise awareness of the value of data to services. And we want to discuss fundamental questions around what happens to that data.
This talk was held at Service Lab London on 19 October 2016 by Maria Izquierdo and Martin Jordan.
Product design for Non Designers - Montreal Digital Nomad MeetupSebastian Tory-Pratt
The basic principles of product design are very simple. And you don't need to be able to code to start building your product. This deck introduces some basic principles to help you start moving from idea to tangible product.
What do people use a service for? What problem are they trying to solve? This edition of Service Design Drinks introduced to a tool based on the increasingly popular jobs-to-be-done framework. It helps you to better understand problems with a fresh approach by examining contexts and describing desired outcomes.
This edition’s presenters Thomas Hütter, Hannes Jentsch and Martin Jordan are system and experience designers at HERE, a Nokia business. In the past year they reviewed the internal design processes and explored new tools that are worth sharing.
Getting started with Job to be Done researchFirmhouse
To build a successful new product or service you need to make something people will buy. Jobs to be Done help you to understand why people buy the products they do, and make something they will be willing to pay a premium price for. Learn how, at our Jobs to be Done workshop. We run our workshop monthly, more information: https://goo.gl/jvhnVM
How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand.
Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.
Designing Mobile Solutions for Social & Economic ContextsJonny Schneider
Technology should help solve problems for people, but all people (and their problems) are unique - there is no one size fits all. This is especially true of Mobile, where environments and user needs are much more diverse than in other computing platforms. For instance, building mobile applications for the widest reach in India requires thinking about feature phones, non-English interfaces, the 'language' of missed calls, low-bandwidth situations, cultural nuances and numerous other unique conditions.
Jonny Schneider and Nagarjun Kandukuru argue that the practice of design thinking helps mobile developers solve the most important problems in context-appropriate ways. They demonstrate how the best mobile applications lie at the intersection of technical feasibility, business viability and crucially, user delight.
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...Alan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
* assessing the state of UX in your organisation
* learning how to improve the research that you do
* seeing new ‘agile' ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
Quick guide to people-centered design by Michael Koenka of MDK Strategy. This covers processes, deliverables, plus handy insights into when to use it and why. Hats off and mad props goes out to the great peeps at Google Ventures, IDEO and Stanford Design for influencing this deck.
The Customer Job To Be Done Canvas - PrototypeHelge Tennø
At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there?
In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs.
As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here.
I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.
When you're starting or running a company, how do you choose technology? The prevailing advice du jour is something along the lines of "use the best tool for the job." This is obviously right, but it is also devoid of meaning in an unfortunate way that lets people define "best" and "job" as myopically as they like.
From insight to idea, to implementation.
Design Thinking helps us create value-driven innovation.
Lean UX secures success through testing and iterations.
These key ingredients make up a winning combination.
Lillian Ayla Ersoy, BEKK
Get More Traction for Your Product Using Jobs-To-Be-Donepascallaliberte
The Jobs-To-Be-Done theory (by Clayton Christensen of Harvard Business School) says this: people don’t buy your product, they hire your product for a job.
Understand the job, understand why people switch to your product, and marketing your product will be much less of a guessing game.
This presentation was given on:
- April 7, 2017: hosted by Invest Ottawa
- May 25, 2017: hosted by Impact Hub Ottawa
Slides updated with narration. Links from the presentation are at:
http://pascallaliberte.me
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"UX STRAT
A case study of how Turner Broadcasting approached creating a multichannel experience for March Madness Live that extended from Android and iPhones to iPads and desktops. The presentation will cover how the pillars of the cool project where implemented in the product, what worked and what did not work and how the UX design strategy set the team up for continued success.
The user-centered view of the interactions and experience led to the fulfillment of the business goals of improving the brand image which is expressed in the title of the presentation "March Madness is my BFF!" This is one of thousands of tweets expressing the joy fans felt while using the application.
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
Episode 245: How Customer Experience Starts with AccessibilityWorkology
Sometimes the business case might get in the way of just doing the right thing. This happens a lot in my opinion when we are looking at accessibility and diversity and inclusion efforts. We often get caught up in the ROI of doing something instead of doing it because it’s the right thing. It’s not so much about the ROI as it is with being a good citizen of the universe and making your business and workplace accessible.
This episode of the Workology Podcast is part of our Future of Work series powered by PEAT, the Partnership on Employment & Accessible Technology. In honor of the 30th anniversary of the Americans with Disabilities Act this year, we’re investigating what the next 30 years will look like for people with disabilities at work, and the potential of emerging technologies to make workplaces more inclusive and accessible. Today, I’m joined by Ted Drake.
Important elements of this presentation are better covered in my later presentation titled "What Is Jobs-To-Be-Done?" I recommend that readers start with that.
Are you an innovator, entrepreneur or product manager? Do you want to understand what causes people to purchase, adopt and re-purchase products and services? This presentation gives you an introduction to Jobs-To-Be-Done—a theory of the market that seeks to answer these questions and more.
Input: User-centred Design / Global Service Jam Berlin 2011Martin Jordan
An input given by Anastasia Gramatchikova and Martin Jordan during Berlin’s Global Service Jam on March 11th at Fjord’s Berlin office. The presentation gave an introduction for the event’s participants into user-centered design methods, service design and design thinking tools.
To design effective user-focused services, we need to use data. We need to understand how people are using the service, what works for them and what doesn’t. There can be no service without data.
But as designers, we have to focus on user needs. That means we need to address users’ data needs as well as their service needs. We must design good services based on good data that don’t infringe on people’s privacy.
This means we have to look at questions like: what data is my service collecting? How and when is this data being used? Who has access to this data and who owns it? And how do we keep it secure?
As service designers working with data on a daily basis, we want to raise awareness of the value of data to services. And we want to discuss fundamental questions around what happens to that data.
This talk was held at Service Lab London on 19 October 2016 by Maria Izquierdo and Martin Jordan.
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done InterviewsMartin Jordan
What made people purchase a certain product or subscribe to a service? What made them abandon one offering and switch to another? By conducting retrospective interviews we can learn about the customers' decision-making processes leading to transactions by understanding their inherent contexts and causality.
At this 8th Jobs-to-be-Done meetup we conducted such an in-depth interview live. We learnt and practised together how the JTBD interviewing technique helps to uncover key moments that shaped the customer’s decision-making ahead of buying. By tracing the customer’s story back to her first thought about a new solution, we tried to understand how and most importantly why the customer decided to switch.
Zalando Tech’s innovation team was so kind to sponsor the meetup and host it at their terrific new place in Berlin-Mitte.
Design Toolbox — teaching design, its processes & methodsMartin Jordan
‘Design Toolbox’ was a 3-week design class that examined a practical understanding of design, its process and methods through inputs, hands-on sessions and small assignments.
Taught at University of Applied Sciences Potsdam, Germany in October 2013.
Designing for a better citizen experience / UX Camp Europe 2016Martin Jordan
Presentation slides from UX Camp Europe 2016 — a report on how design in UK Gov developed, how designers work and why there are 400 designers, but no one being a UX designer.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.
The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
How would a modern day business be run by Tutanchamun? In this session we will try management styles from different centuries: how would the Ötzi have handled corporate politics? How would a Zen master behave in a salary negotiation? We will take a look at the evolution of our organizations and what is to come next. A business simulation that involves acting.
Technology Infrastructure for Offender Rehabilitation / Martin RuskovService Experience Camp
This is Martin Ruskov’s presentation from Service Experience Camp 2016 on Technology Infrastructure for Offender Rehabilitation, held on Day 1 in Galerie.
To design effective user-focused services, we need to use data. We need to understand how people are using the service, what works for them and what doesn’t. There can be no service without data.
But as designers, we have to focus on user needs. That means we need to address users’ data needs as well as their service needs. We must design good services based on good data that don’t infringe on people’s privacy. This means we have to look at questions like: what data is my service collecting? How and when is this data being used? Who has access to this data and who owns it? And how do we keep it secure?
As service designers working with data on a daily basis, we want to raise awareness of the value of data to services. And we want to discuss fundamental questions around what happens to that data.
What does your job title really mean? / Ben Fausone & Yannic ScheffelService Experience Camp
This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.
Design and prepare your open session / Claudia Brückner & Mauro RegoService Experience Camp
This is Claudia Brückner & Mauro Rego’s presentation from Service Experience Camp 2016 on Design and prepare your open session, held on Day 1 in Atelier.
Klara Lindner: How to scale energy services for the 2$-per-day societyService Experience Camp
Slides from Klara Lindner’s talk at Service Experience Camp 2015 on ‘How to scale energy services for the 2$-per-day society’.
Africa has seen a technological development from zero to mobile and is therefore a place of disruptive change. The Berlin-based start-up Mobisol is part of this ‘revolution’ bringing the internet of things to Tanzania and Rwanda. With the help of service design, the company has created a service ecosystem to bring electricity to thousands of people who have less than a dollar to spend per day. Klara will share insights in how they used service design to shape their business and how she trained a tech team in becoming more customer-centric.
REALTOR on the Go: Taking Your Real Estate Business MobileMaura Neill
It’s no secret that today’s real estate world is fast-paced: buyers and sellers no longer want to wait to get information – they want it now. Agents need to have the right tools at their fingertips in order to meet the demands of our now technology-dependent industry. This course outlines the tools agents can use today to take their office mobile, to be as effective and efficient in the field as they are at their desks. Attendees will leave the class with the knowledge and tools necessary to take their business to the next level, to truly take their business mobile – whether they are solo agents, team members, or team leaders. From over 35 mobile applications that are free (or almost free) and can save not only money but also time to creating a “roaming office,” a comfortable and productive place to conduct business with your clients, in your car or wherever you are! The main goal: making your life less complicated and less stressful and making every transaction easier on you and your clients.
This presentation gives a brief overview of user experience design and important principles of user-friendly design. Meant for those just starting in the UX space or looking to improve their knowledge!
Topics covered include:
What is user experience?
Different research techniques: when to do what type of research, how to formulate strong questions
Creating a persona
Problem statements
And more!
Read the presenter's notes to get the full experience.
Talk : Innovation Games : Perfecting Your Brainstorming Technique for Killer...Ben Sykes
“It is an exciting time to be alive. We seem to be on the edge of limitless technology.
I wonder if we are
trying to solve the right problems?
How many people want to see another Instagram or uber clone?”
The world needs you to be fearless in your innovation.
Session slides from Future Insights Live, Vegas 2015:
https://futureinsightslive.com/las-vegas-2015/
Have you ever seen an innovative product or feature and think “Why didn't I think of that?” It's not always easy to coming up with innovative features or products. What if “thinking outside the box” is a skill rather than a talent? The good news is: Skills can be learned! In this talk you'll have the opportunity to craft an original feature & product concept using multiple design gaming techniques. This talk will be fast moving and group oriented. Attendees will learn how to tap their own creativity under pressure; how to motivate a team in another direction; find a creative solution to user or real world problems; design game techniques that help break through stuck thinking. This talk is ideal for anyone interested in learning a few pragmatic techniques that drive creative ideas and product innovation.
Fantastic Problems and Where to Find Them: Daryl WeirFuturice
Machine learning and big data have been buzz words for years now, but how do you know you have a machine learning problem on your hands? These slides, taken from a Futurice Beer & Tech talk, describe the types of problems ML methods are well suited to solve, with examples from a wide variety of industries. The deck also tells you where to get started if you want to try solving one of these problems yourself.
World-Class Onboarding & Validating Hypotheses w/ Intercom & ZalandoProduct School
“Validating Your Product Hypotheses”: The greatest danger in Product is that no one will care about the thing that you’re building. That’s why it’s important to validate your hypothesis with real users before you start building. Terhi Hänninen has used Machine Learning to build customer Intent Prediction at Zalando. She will share her approach for validating hypotheses and tackling completely new customer problems never solved by the company before.
The Future Friendly Campus (Workshop Edition)Dave Olsen
Slides from my Future Friendly workshop at HighEdWeb Arkansas. Discusses why mobile is important, why we should pursue future friendly solutions and lays out a strategy for making your institution or organization future friendly.
The presentation was showcased at IMWorld 2015, Bucharest, Romania. It's about how the world we live into is a product of our imagination, imagination that also shapes our future - the internet of things. We will live in a world of interconnected devices, an entire ecosystem ready to offer the ultimate personalised experience for each individual. See more on how this influences our future.
Novice entrepreneurs who start the lean startup process with a "plausible" idea that doesn't fit with their team run the risk of failure in the validation process. While this isn't the end of the world since they'd have managed to avoid a failed launch, this situation can be avoided by starting with a problem worth solving!
Social media and mobile devices have combined to help create the always-with-us, always-on, always-connected campus. Not just student-to-student but, importantly, institution/faculty/staff-to-student as well as staff-to-staff. We need to look beyond the silo-ed, one-way web sites of the past towards more personal, two-way applications that take advantage of this sea change on campus. The ways in which our users will want to interact with us, the types of tasks they’ll want to complete, and the types of devices we’ll want to deliver to will just continue to proliferate.
Now is the time to reevaluate.
Using lessons learned at a large land-grant institution we’ll look at what the future friendly campus might look like, ways to plant the seed of that change and tips on how to accomplish it.
This presentation was given at the 2012 .eduGuru Summit on April 11, 2012.
Slides from session at Henry Stewart DAM LA Conference
November 14, 2017
Session description:
The cultural heritage sector plays an important role in our society, primarily because it has the responsibility to collect and preserve both artifacts and knowledge from the past in order to share them in the present and maintain them for the benefit of future generations.
Nearly all cultural heritage organizations operate as nonprofits, with specific mandates and very tight budgets. With those constraints in place, the sector must still find a way to compete for the same customers as all other consumer-oriented businesses - in that light, leveraging digital content offers a strong potential path to success.
In order to attract and engage 21st century audiences and contributors, cultural heritage organizations have become digital publishers, creating and providing access to meaningful content on a scale that was never anticipated. While most have become adept at producing digital content, the sector has been playing catch up when it comes to organizing, cataloging and sharing that content.
This session will look at how cultural organizations can achieve mission-focused success and competitive advantage by adopting best practices in digital asset management and digital curation. In addition, we will examine the formal responsibility and challenge for nonprofit/cultural heritage organizations to ensure long-term preservation and provide access to digital assets in perpetuity.
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4. Definition
The Internet of Things (IoT) is the
interconnection of uniquely identifiable
embedded computing devices within the
existing Internet infrastructure.
“
”
— Wikipedia, Internet of Things
http://en.wikipedia.org/wiki/Internet_of_Things
5. Definition
It seems to mean everything and nothing.
Like, is it RFIDs in airports to track
luggage, combine harvesters driven by
town-wide WiMAX, or web-connected
receipt printers for the home? Too much.
“
”
— Matt Webb / @Genmon, BergCloud
http://blog.bergcloud.com/2014/04/02/four-types-of-iot/
14. • expanding the definition of ‘machine’:
a physical thing that does a job, that fulfills a need
(apps generally do the job of something we had before)
• something tangible, which affords us more opportunities
for engagement
15.
16. • engagement with a broader spectrum of our senses
• which in turn engage a broader spectrum of our cognition
• which build deeper, richer memories
17.
18. • breaking down popular apps, finding the jobs they do
• imagining those jobs being done by a ‘machine’
• capturing the experiences these ‘machines’ produce
and dwell on how we can bring more of those experience
to the Things future
19.
20. As we start to make Apps as
Machines, what are the building
blocks of rich physical experiences
we can draw from?
Hypothesis
A physical experience offers us
so many opportunities for cognitive,
and thus, emotional engagement.
21. Setting
their jobs to
be done into
context
Agenda
Solving
the job by
leveraging
more human
capabilities
Pitching
your
machine
Discovering
what apps and
their services
do for us
23. • in order to translate the apps into useful machines
we need to understand what apps & services are doing:
- car2go gets you from A to B
- a drill hammer helps you to hang a painting on the wall
- Pinterest supports you in collecting and remembering things
Uncovering what Dropbox does for us …
24.
25. Dropbox’s jobs-to-be-done*
— Jobs-to-be-done describe the tasks that a product or service is
carrying out. People don’t just buy products or just want to use a certain
service. They ‘hire’ them to do a job.
For example: Car2Go gets you from A to B. The drill hammer helps you
to hang a painting on the wall. Pinterest supports you in collecting and
remembering things. — @ClayChristensen, http://www.christenseninstitute.org
have my documents always with me
retrieve my documents wherever I need them
secure copies of important documents
show photos to my friends & family
collaborate with my colleagues
store my memories of important moments
26. Definition
— @ClayChristensen, Professor for management
http://www.christenseninstitute.org/
Jobs-to-be-done describe the tasks that
a product or service is carrying out.
People don’t just buy products or just
want to use a certain service. They ‘hire’
them to do a job.
“
”
28. Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
How most wines are organised in wine shops
29. Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space around a specific job: to make dinner a little better
30. Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space for a second job: to look neither cheap nor foolish
33. Interview for Empathy
Ask why.
Never say “usually” when asking a question.
Encourage stories.
Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
Don’t suggest answers to your questions.
Ask questions neutrally.
Don’t ask binary questions.
Only ten words to a question.
Only ask one question at a time, one person at a time.
Make sure you’re prepared to capture.
A.school (2010): bootcamp bootleg
http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf
34. APPS AS MACHINES — Your first task
Investigation JOB
YOUR USER:
Satis
Satis
Satis
Situa
Situa
Situa
over age of 55 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
flying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)
35. NAME OF THE APP:
JOBS OF THE APP:
Satisfaction:
Satisfaction:
Satisfaction:
Situation:
Situation:
Situation:
Great
Great
Great
Just right/ok
Just right/ok
Just right/ok
Not really satisfying
Not really satisfying
Not really satisfying
36. — Theodore Levitt, American economist
http://hbr.org/web/special-collections/insight/marketing-that-works/
marketing-malpractice-the-cause-and-cure
People don’t want to buy
a quarter-inch drill.
They want a quarter-inch hole!
“
”
37. Who is your user?
Which apps is s/he using?
What are their ‘jobs’?
Tell
40. Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework
http://www.slideshare.net/ClementGenin/jobstobedone
41. Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework
http://www.slideshare.net/ClementGenin/jobstobedone
42. Rethink
Video shop A Video shop B Video shop C
Who’s the competitor of a video shop?
43. Rethink
Try to see beyond the obvious, direct competition
Concert FriendsTelevision
44. Rethink
What do you people like or dislike about them?
Why are they preferring other solutions over yours?
Concert Friends
Live Social
Television
Free
45. Rethink
Jobs remain valid over time.
What changes is the solution people use to get it done.
Entertaining
in the evening
47. • use new ways of thinking to get to fresh solutions
• trick yourself, surpass your habits
• start with user needs, not product solutions
48. Setting
their jobs to
be done into
context
Agenda
Solving
the job by
leveraging
more human
capabilities
Pitching
your
machine
Discovering
what apps and
their services
do for us
49. View
We frame every design problem in a Job,
focusing on the triggering event or
situation, the motivation and goal, and
the intended outcome.
“
”
— Paul Adams, @Padday
http://blog.intercom.io/the-dribbblisation-of-design/
51. Goal-directed task analysis
to investigate needs depending on situation and goals
Situation
Raining outside
Goal
Getting to
the office
Need
Getting there
in time
Need
Staying
dry
Situation
Hellish hot outside
Goal
Getting to
the office
Need
Not getting
sweaty
52. + + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Contextualise
The better you can define the situation,
the better you can design the solution against
53. When
Where
Who
How
What
season
month
weekd
ay
daytime
occasionlocation
type
category
attrib.prole/mode
social
device
motion
useract.routine
trac
facebook
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…
Historical tra c around location
Congestion/incidents on route
Congestion/incidents around loc.
…
Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…
In
popular collection
In
m
yfriendscollection
In
m
ycollection…
FreezingCoolMild
Warm
Hot
Night
Day
Stormy
Snowy
Rainy
Foggy
Cloudy
Clear
Wetseason
Dryseason
Winter
Autumn
Summer
Spring
January
February
March
April
May
June
July
AugustSeptemberOctoberNovember
December
MondayTuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
Outdoor
Indoor
Near POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI
…
On streetIn building
In/at venueIn park
On mountain
On water
…
Airport
Departm
ent store
Hotel
Cafe
Restaurant
ATM
Leisure
PTstation
Sight
Mall
Parkingspace
Junction
Highway
…
Pricerange
Openinghours
Availableparking
…
…
Commuter
CityDweller
Traveler
Age30-39
Age18-29
Age<18
Male
Female
…
Withanonymouscrowd
Withknownpeople
Alone
…
Roamingactive
Via3G
etc
ViaBluetooth
ViaWiFi
Desktop
Tablet
Phone
…
Ascending/descending
Trajectory/bearing/direction
DrivingWalkingStill
…
Using app since 1d/1w/1m
Calculated a route to/from
Reviewed
Shared to/byCollected
Searched for
…
Routine follow up action when x Situation
Retool
Source: HERE 2013
56. View
Often, because people are so focused on
the who and how, they totally miss the why.
When you start to understand the why,
your mind is then open to think of creative
and original ways to solve the problem.
“
”
— @AlanKlement
https://medium.com/the-job-to-be-done/af7cdee10c27
62. APPS AS MACHINES — The right machine for …
31, European traveller on a trip through South Korea
JOB-TO-BE-DONE
STORY*
Adam
show photos to my friends & family
63. STORY*
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about
motivation and context and de-emphasizes adding any particular
implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why,
your mind is then open to think of creative and original ways to solve the
problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
I am on my island round trip
where I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
I can share my photos with friends
and family.
easily pick photos I took that day and
sync them whenever connected to a WiFi
64. What is your main job?
What is the situation?
What are the needs?
Write
67. Setting
their jobs to
be done into
context
Agenda
Solving
the job by
leveraging
more human
capabilities
Pitching
your
machine
Discovering
what apps and
their services
do for us
68. View
Those digital updates have little sympathy
for any divisions of time or space we might
to impose upon our days. We may find
that we are ranking the ‘needs’ of our
machines above our own.
“
”
— @TomChatfield
http://tomchatfield.net/2012/05/09/how-to-thrive-in-the-digital-age/
72. Consider
• Think touch, scent, vision, sound, taste – and beyond
• How can your machine be superior to an app that does
the same job?
• How can they make use of our natural senses and
cognitive abilities?
76. • fulfills same job, yet as focused single-purpose device
• lives in the kitchen where it’s being used
• is less private than a smartphone, can be used by various people
• performs well in low-light situations due to barcode laser scanner
77. APPS AS MACHINES — Input for your creation
Cheat Sheet
SENSES
CHARACTERISTICS
STATES
Vision /
Sight
Material /
Texture
Motion Fast Slow Position
Size /
Amount
Full /
Empty
Smell /
Olfactation
Colour
Touch
Weight Range
Hearing /
Audition
Taste /
Gustation
Temperature /
Thermoception
Balance /
Equilibrioception
Time /
Chronoception
Constant Rising Rhythmic
79. How might we +
user
+ ?
need
+
insight
Turn your Job Story into a brief
80. user needinsight
Ask
How might we assist Adam who has rarely
reliable internet access to easily pick photos
and share them so that his friends and family
can take part in his adventures?
81. Ask
user needinsight
How might we assist Adam who has rarely
reliable internet access to easily pick photos
and share them so that his friends and family
can take part in his adventures?
82. Write
user + insight + need
How might we assist Adam who has rarely reliable internet
access to easily pick photos and share them so that his friends
and family can take part in his adventures?
APPS AS MACHINES — Input for your creation
How might we … ?
85. 100 × Go for quantity
Keep it short
Encourage wild ideas
Defer judgment
Build on the ideas of others
One conversation at a time
Stay on topic
Be visual
Ideate
96. • video-prototype to make ideas and concepts graspable
• allows you to discuss concepts with stakeholders
• time constraints help to compress and summarise a concept
• food for thought:
- build an experience dummy with low-fi paper prototype
- or focus on interaction (less than on situation)
- or prototype with volume, while keeping shape simple
- or follow a storytelling approach
Your task
104. a user with a rather complex life
the need to do grocery shopping online
together with other family members.
Amazon Dash note-taking device
is directly connected to the shop
the Amazon smartphone app
Dash is easy to use with a single hand
and even while multi-tasking
Communicate
For
TARGET
CUSTOMER
CUSTOMER
NEED
CONCEPT
NAME
MARKET
CATEGORY
who has
that
Unlike
the
is a
ONE KEY
BENEFIT
COMPE-
TITION
.
.
UNIQUE
DIFFEREN-
TIATOR
APPS AS MACHINES — Acceleration tool
Elevator Pitch
105. Setting
their jobs to
be done into
context
Agenda
Solving
the job by
leveraging
more human
capabilities
Pitching
your
machine
Discovering
what apps and
their services
do for us
106. View
As technology moves into more and
more things and ultimately into humans,
we must ensure that it is enhancing the
human experience not challenging it.
“
”
— @Punchcut
http://punchcut.com/perspectives/connecting-the-internet-of-things/
111. — Brian Eno, artist
http://archive.wired.com/wired/archive/7.01/eno_pr.html
Tools that endure have limited options.
These limitations become sources of
emotional meaning.
“
”
116. In 2020
7.6 billion
people
50 billion
devices
6.58 devices
per person
Source: Cisco, ‘Connections Counter: The Internet of Everything in Motion’
http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342
118. How the computer sees us
Source: Physical Computing, O'Sullivan & Igoe
http://www.amazon.com/Physical-Computing-Sensing-Controlling-Computers/dp/159200346X
121. View
[The internet of things] will require
businesses to fundamentally
transform their approaches to be
successful in this new era.
“
”
— @Punchcut
http://punchcut.com/perspectives/connecting-the-internet-of-things/
122. No market need
Ran out of cash
Not the right team
Get outcompeted
Pricing / cost issues
Poor marketing
Ignore customers
Products mis-timed
Lose focus
Disharmony on team 13%
14%
14%
17%
17%
18%
19%
23%
29%
42%
Top 10 reasons young businesses fail
Source: Top 10 Reasons Startups Fail, based on an analysis of 101 post-mortems
http://www.cbinsights.com
123. + + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Contextualise
127. Icons:
Max Hancock
David Padrosa
Jakob Vogel
Ola Möller
Jeremy J Bristol
Siddharth Dasari
Martin Smith
Deadtype
Thanks!
Nicolas Morand
Luis Prado
Simple Icons
Luiza Peixe
Scott Lewis
Phil Goodwin
Michael Senkow
Jakob Schneider
Sherrinford
Edward Boatman
Cengiz SARI
Mister Pixel
Photos:
Nokia
Amazon
and special thanks to:
Boris Anthony (@Bopuc) for coining the title
and co-creating the original format