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.
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.
The concept of jobs to be done (JTBD) provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need.
For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress.
Viewing customers in this way – as goal-driven actors in a given context – shifts focus from psycho-demographic aspects to needs and motivations.
Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing. In this presentation, Jim will highlight concrete ways to apply JTBD in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.
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.
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)
The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.
It’s a straightforward principle: people “hire” products and services to get a job done.
For instance, you might hire a new suit to make you look good for a job interview. Or, you hire Facebook to stay in touch with friends on a daily basis. You could also hire a chocolate bar to reward yourself after work. These are all jobs to be done.
Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the framework has gotten a lot of attention recently. I’ve been fortunate to have worked with JTBD in various contexts in the past, and I included the topic in throughout my new book, Mapping Experiences.
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.
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.
The concept of jobs to be done (JTBD) provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need.
For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress.
Viewing customers in this way – as goal-driven actors in a given context – shifts focus from psycho-demographic aspects to needs and motivations.
Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing. In this presentation, Jim will highlight concrete ways to apply JTBD in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.
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.
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)
The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.
It’s a straightforward principle: people “hire” products and services to get a job done.
For instance, you might hire a new suit to make you look good for a job interview. Or, you hire Facebook to stay in touch with friends on a daily basis. You could also hire a chocolate bar to reward yourself after work. These are all jobs to be done.
Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the framework has gotten a lot of attention recently. I’ve been fortunate to have worked with JTBD in various contexts in the past, and I included the topic in throughout my new book, Mapping Experiences.
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.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
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.
This deck was presented on 28th January 2017 at Chiang Mai Startup Events. It covers questions such as "What is JTBD framework"? and "How does JTBD help businesses understand the WHY rather than the WHAT?" It is based on Tony Ulwick's presentation.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Jobs to Be Done :: Overview and Interview TechniqueBrian Rhea
Jobs to Be Done (JTBD) is a powerful product design framework that is gaining ground in startup communities across in the US. Companies like Basecamp and Intercom are using JTBD to heavily influence their product and marketing efforts with great success.
If you'd like to go deeper, visit https://hirebrianrhea.com/jobs-to-be-done-course to receive a free email course on Jobs to Be Done.
Who:
Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles.
How:
In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.
The Design Sprint: A Fast Start to Creating Digital Products People Wantdpdnyc
In this talk, you'll learn how to plan, facilitate, and optimize the five phases of a Design Sprint: Understand, Diverge, Converge, Prototype, and Test. You’ll learn why and how Design Sprints work and how you can use Design Sprints to enhance your own design process.
Michael Steingress - More than Metrics
Service Design Thinking ist in aller Munde. Nur wie sieht es mit Service Design Doing aus? Nach den Basics zu Customer Journey Mapping (Personas, Stakeholder Maps, Journey Maps) lernen die Teilnehmer verschiedene Ansätze kennen, selbst (interne und externe) Workshops co-kreativ und zielgerichtet zu gestalten.
Exemplarisch werden dabei Methoden u.a. zu Storyboarding oder der Implementierung von externem Feedback gezeigt, welche die Workshop-Teilnehmer in kleinen Gruppen auch direkt ausprobieren werden.
A key to surviving disruption is understanding the tasks customers are trying accomplish: they “hire” products to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth.
Luckily, UX strategists have the skills to analyze customer behavior and correlate this to business opportunity using JTBD theory. This allows us to maximize opportunity by finding jobs that are most important to users, but with which they are least satisfied. Focus on delivering value for those jobs first.
This talk outlines JTBD theory and practice, and shows its relevance to UX strategy. Through examples, I’ll show how to prioritize efforts in a way that has real impact.
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
What's the one thing that will transform the way you think? Design Thinking. The startups, trailblazers, and business mavericks of our world have embraced this process as a means of zeroing in on true human-centered design.
Design Thinking is a methodology for innovators that taps into the two biggest skills needed in today’s modern workplace: critical thinking & problem solving.
Of course, if you ask 100 practitioners to define it, you’ll wind up with 101 definitions.
Pete Sena of Digital Surgeons believes that Design Thinking is a process for solving complex problems through observation and iteration. At its core, he describes it as a vehicle for solving human wants and needs.
Minds are like parachutes; they only function when open. Thomas Dewar was a Scottish whiskey distiller.
Communicating ideas or insights is often the hardest part of the design process. And PowerPoint and Excel spreadsheets are limited in their ability to do this. But the communication tools used in Design Thinking—maps, models, sketches, and stories—help to capture and express the information required to form and socialize meaning in a very straightforward, human way.
The Five things that all definitions of Design Thinking have in common:
1. Isolating and reframing the problem focused on the user.
2. Empathy. A design practitioner from IDEO, the popular design and innovation firm strapped a video camera to his head and it was only then that he recognized why the ceiling is such an important factor when working with hospital patients. As a patient you lay in bed and stare at it all day. It’s these little details and true empathy that can only be realized by putting oneself in the user’s shoes.
3. Approach things with an open mind and be willing to collaborate. Creativity with purpose is a team sport.
4. Curiosity. We have to harness our inner 5-year-old here and really be inquisitive explorers. Instead of seeing what would be or what should be, consider what COULD be.
5 - Commitment. Brainstorming is easy. It’s easy to want to start a business or solve a problem. Seeing it into market and making it successful is not for the faint of heart. We’ve all read about big “wins” (multi-billion dollar acquisitions like Instagram and WhatsApp). What we don’t read about are people like Tony Fadell and Matt Rogers, who work for years before becoming industry sensations.
Pete describes what he refers to as the “Wheel of Innovation” as a process that continuously focuses on framing, making, validating, and improving on your concept. Be it as small as a core feature in your product down to the business model and business idea itself.
Design is about form and function, not art.
What are the business benefits for Design Innovation?
IDEO started an idea revolution when they coined this phrase DESIGN THINKING. Organizations ranging from early-stage startups up to Fortune 50 organizations have capitalized on this iterative appr
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.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
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.
This deck was presented on 28th January 2017 at Chiang Mai Startup Events. It covers questions such as "What is JTBD framework"? and "How does JTBD help businesses understand the WHY rather than the WHAT?" It is based on Tony Ulwick's presentation.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Jobs to Be Done :: Overview and Interview TechniqueBrian Rhea
Jobs to Be Done (JTBD) is a powerful product design framework that is gaining ground in startup communities across in the US. Companies like Basecamp and Intercom are using JTBD to heavily influence their product and marketing efforts with great success.
If you'd like to go deeper, visit https://hirebrianrhea.com/jobs-to-be-done-course to receive a free email course on Jobs to Be Done.
Who:
Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles.
How:
In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.
The Design Sprint: A Fast Start to Creating Digital Products People Wantdpdnyc
In this talk, you'll learn how to plan, facilitate, and optimize the five phases of a Design Sprint: Understand, Diverge, Converge, Prototype, and Test. You’ll learn why and how Design Sprints work and how you can use Design Sprints to enhance your own design process.
Michael Steingress - More than Metrics
Service Design Thinking ist in aller Munde. Nur wie sieht es mit Service Design Doing aus? Nach den Basics zu Customer Journey Mapping (Personas, Stakeholder Maps, Journey Maps) lernen die Teilnehmer verschiedene Ansätze kennen, selbst (interne und externe) Workshops co-kreativ und zielgerichtet zu gestalten.
Exemplarisch werden dabei Methoden u.a. zu Storyboarding oder der Implementierung von externem Feedback gezeigt, welche die Workshop-Teilnehmer in kleinen Gruppen auch direkt ausprobieren werden.
A key to surviving disruption is understanding the tasks customers are trying accomplish: they “hire” products to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth.
Luckily, UX strategists have the skills to analyze customer behavior and correlate this to business opportunity using JTBD theory. This allows us to maximize opportunity by finding jobs that are most important to users, but with which they are least satisfied. Focus on delivering value for those jobs first.
This talk outlines JTBD theory and practice, and shows its relevance to UX strategy. Through examples, I’ll show how to prioritize efforts in a way that has real impact.
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
What's the one thing that will transform the way you think? Design Thinking. The startups, trailblazers, and business mavericks of our world have embraced this process as a means of zeroing in on true human-centered design.
Design Thinking is a methodology for innovators that taps into the two biggest skills needed in today’s modern workplace: critical thinking & problem solving.
Of course, if you ask 100 practitioners to define it, you’ll wind up with 101 definitions.
Pete Sena of Digital Surgeons believes that Design Thinking is a process for solving complex problems through observation and iteration. At its core, he describes it as a vehicle for solving human wants and needs.
Minds are like parachutes; they only function when open. Thomas Dewar was a Scottish whiskey distiller.
Communicating ideas or insights is often the hardest part of the design process. And PowerPoint and Excel spreadsheets are limited in their ability to do this. But the communication tools used in Design Thinking—maps, models, sketches, and stories—help to capture and express the information required to form and socialize meaning in a very straightforward, human way.
The Five things that all definitions of Design Thinking have in common:
1. Isolating and reframing the problem focused on the user.
2. Empathy. A design practitioner from IDEO, the popular design and innovation firm strapped a video camera to his head and it was only then that he recognized why the ceiling is such an important factor when working with hospital patients. As a patient you lay in bed and stare at it all day. It’s these little details and true empathy that can only be realized by putting oneself in the user’s shoes.
3. Approach things with an open mind and be willing to collaborate. Creativity with purpose is a team sport.
4. Curiosity. We have to harness our inner 5-year-old here and really be inquisitive explorers. Instead of seeing what would be or what should be, consider what COULD be.
5 - Commitment. Brainstorming is easy. It’s easy to want to start a business or solve a problem. Seeing it into market and making it successful is not for the faint of heart. We’ve all read about big “wins” (multi-billion dollar acquisitions like Instagram and WhatsApp). What we don’t read about are people like Tony Fadell and Matt Rogers, who work for years before becoming industry sensations.
Pete describes what he refers to as the “Wheel of Innovation” as a process that continuously focuses on framing, making, validating, and improving on your concept. Be it as small as a core feature in your product down to the business model and business idea itself.
Design is about form and function, not art.
What are the business benefits for Design Innovation?
IDEO started an idea revolution when they coined this phrase DESIGN THINKING. Organizations ranging from early-stage startups up to Fortune 50 organizations have capitalized on this iterative appr
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.
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.
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.
Slides from Re-Wired Group's talk on understanding and uncovering 'Jobs to be Done' at Business of Software Conference 2013.
More information about Business of Software - www.BusinessofSoftware.org
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.
Aplplying Jobs To Be Done To UX StrategyJim Kalbach
Market disruption is happening at increasingly alarming rates. With so-called “big bang disruption” companies and entire markets can by obliterated in a short period of time. A key to survival is understanding the tasks customers are trying to accomplished: they “hire” our products and services to get a job done.
Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth. Luckily, UX strategy is naturally close to jobs to be done. We have the skills and techniques to observe people in the context of the work and lives, and extract the tasks they are doing.
What’s more, tools and techniques in the UX canon already capture JTBD, such as mental model diagrams. But more importantly, JTBD point to clear opportunities for innovation—human centered innovation. The key is to find jobs that are most important to users, but are least satisfied. This is your opportunity space.
In this talk, I will outline jobs to be theory and show how it relevant to UX strategy. Through examples from my own work, I’ll show how to prioritize features and efforts in a way that has real impact.
My motto this year is "Evolve & Disrupt". I did a couple of keynotes on the matter recently, so I'm sharing this presentation to illustrate how I handle the "fuzzy front-end" of product development, aside from the Lean Startup stuff everybody talks about. Don't be fooled by the funny (and a bit irreverent) cartoons; Jobs To Be Done is a major breakthrough with a lot of practical applications. I have been working solidly on it for the last year and it is totally influencing how I see the world.
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.
Presented at Business of Software USA, Tony Ulwick (Strategyn) shares insights on how to deliver products that do useful jobs for customers, practical steps you can take to discover these jobs and strategies for success.
Watch if you are involved in product strategy or development, or simply want to make something great for your customers.
Strategising with Service as Business Logic / Service Design DrinksService Design Berlin
Service design is en vogue. These days even the most hesitating companies engage in little experiments with the ‘new discipline’. A myriad of methods and tools are taught and trained. ‘Mindsets’ we say have to be developed; philosophies shaped … And yet: Service designers still have a hard time legitimizing their ways of working to all these people in organization who do not seem to ‘get it.’ It still is hard to get really holistic service systems to work. When it comes to implementation, great experience concepts often face resistance not only from operations but also due to a lack of strategic direction. The problem is: When reasoning with top management, service designers are rarely on eye-level. This is not only because of current power structures but also because our notions of service design conceptualize the young field in a rather narrow way. Honestly, most predominant ideas of service design aren’t strategic at all.
The HPI research fellow Jan Schmiedgen gave a glimpse into Service-Dominant Logic, an admittedly abstract but extremely handy theory of service, which provides you with a strategic lens on how to run your business, (re)define your market and even your industry boundaries. Amongst scholars Service-Dominant Logic is already perceived as a new marketing paradigm; a lens to view all economic activity in the world. For you as serve designers it might be a good foundation to base your strategic conversations with top-management on. If you really want to make ‘service thinking’ central to all our business activities, there is no getting around Service-Dominant Logic.
The talk took place at the epicenter of the Berlin tech community – Factory Berlin in Mitte.
Factory is the first and largest startup campus in Germany. With over 16,000 square meters of office space, Factory brings best in class technology businesses together with early stage startups and talents by providing an outstanding work environment, a curated community of founders and quality events.
Learn about product design and what it is, why it's important, and methods for approaching design yourself. Slides are copyright Stephanie Engle and taken from a presentation for HackDuke at Duke University.
Introduction to JTBD at IXDS Design Expert ExchangeAndrej Balaz
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 the IXDS Design Expert Exchange on October 1st 2015.
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...Andrej Balaz
In the 12th JTBD Meetup in Berlin we explored a few key insights from the latest publication from Alan Klement on applying the Jobs to be Done paradigm to create successful products. In his book 'When Coffee and Kale Compete' Alan defines understanding the progress customers are trying to make in their lives as the foundation of innovation research and product design.
If you want to know more, reach out to me, Andrej Balaz (@Designamyte on Twitter) and my co-speakers Tor (@lovskogen) and Hannes (@kaffeetrinken). To meet us in person, come to the next meetup. https://www.meetup.com/Berlin-Jobs-To-Be-Done-Meetup/
Paper to prototype, or.... How I learned to stop worrying and love ScienceChris McQueen
Post it to prototype, or.... How I learned to stop worrying and love Science.
Findings from a personal struggle with my "designer" identity.
Part 1: Why think like a scientist? Includes a short story…
Part 2: A science/design project.
John is the East Coast Editor of TechCrunch.com and he runs the BWL family of blogs, SlushPile.net and WristWatchReview.com. He lives in Brooklyn, NY and writes about technology, security, gadgets, gear, wristwatches, and the Internet.
After spending four years as an IT programmer, he switched gears and became a full-time journalist. His work has appeared in the New York Times, Laptop, PC Upgrade, Surge, Gizmodo, Men’s Health, InSync, Linux Journal, Popular Science, Sync, The Stir and he has written Black Hat: Misfits, Criminals, and Scammers in the Internet Age and Bloggers Boot Camp. He is a sought-after speaker and consultant.
An Undesigned World
Jason Ulaszek
More and more, designers are being asked to help businesses make important decisions. Our ability to connect the disconnected and see the unseen is increasingly valuable in generating new opportunities and boosting commercial value. In part, the growth of the design industry’s value is being driven by businesses realizing that every great experience is designed - we’re helping render the intent of the next great phone, killer mobile app or customer service interaction into reality. At times, it feels we’re spending an exorbitant amount of energy and resources to design for the next greatest “thing”. While we admirably practice our craft on these design challenges for business, we must also recognize the rest of the undesigned world before us. Why are we allowing so many social systems’ experiences to exist ineffectively or even excruciatingly painful? As designers, we owe ourselves the opportunity to fall in love with these problems and mold a response into something better for ourselves, family and friends, neighbors and community. We must be more human-centered, not simply follow a human-centered methodology. It's time we leverage more of our skill for an even higher purpose: solving the world's most pressing social challenges. This talk examines the unique value and power of designers and design thinkers to impact social change. It will provide case studies, current examples and inspiration for designers aspiring to leave a bigger imprint on society.
Jason Ulazsek
Experience designer, imprenditore, fondatore di UXforGood
Jason Ulaszek is the founder and principal of Inzovu, an international design agency founded to tackle and solve social problems through design.He is also a founder and director of UX for Good, an award-winning social venture that leverages experience design to solve social challenges.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This comprehensive presentation with over 320+ slides covers 36 commonly used Design Thinking frameworks, mindsets and methods for Customer Experience innovation and redesign.
A detailed summary is provided for each design framework. The frameworks in this deck span across the inspiration, ideation and implementation phases of Design Thinking.
INCLUDED FRAMEWORKS & METHODOLOGIES:
1. Design Thinking
2. Assume a Beginner's Mindset
3. Persona
4. Empathy Map
5. Interviews
6. Extreme Users
7. Point Of View
8. "How Might We" Questions
9. Design Brief
10. Stakeholder Map
11. Customer Journey Map
12. Context Map
13. Opportunity Map
14. Brainstorming
15. SCAMPER
16. Affinity Diagram
17. Ideas Evaluation Matrix
18. Prioritization Map
19. Prototypes
20. Rapid Prototyping
21. Storyboard
22. Storytelling
23. Role Play
24. 2x2 Matrix
25. Ways to Grow Framework
26. Feedback Capture Grid
27. 70-20-10 Rule
28. Kano Model
29. Customer Profile
30. Value Proposition Map
31. Value Proposition Canvas
32. Business Model Canvas
33. The Golden Circle
34. Five Whys Analysis
35. ADKAR® Model for Individual Change
36. Kotter's Change Management Model
These frameworks and templates are used in many design firms. With this comprehensive document in your back pocket, you can find a way to address just about any problem or design challenge that can arise in your organization.
The level of detail varies by framework, depending on the nature of the model. Examples and templates are provided.
The workplace of the future is adapting to the demands of a worker who has always known collaborative technology, and physical location is no longer a barrier to connection. In this eBook, experts in employee engagement and workplace design discuss how all companies can create a more connected place, regardless of size or budget.
We are hiring !
We are looking to hire people who think different, who walk with confidence, who are full of enthusiasm and energy to build something of their OWN, who might be varied in their characteristics but have a ONE GOAL (to build world class experiences on digital medium).
We are hiring Skill & Passion !
The user group you never knew you had ux camp 2015Hello Group
'The user group you never knew you had' is about designing for the experience of the stakeholders who sponsor either internal or external projects. As designers we immediately think of the end users but without subject matter experts, middle managers and corporate sponsors our job would be much harder. In the talk Mette Riisgaard Andresen and Henriette Hosbond describe tactics to ensure to get these key people on board in the design process. Originally shown at UX Camp Copenhagen 2015.
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
Design Thinking for Social Innovation at IEMax Oliva
How might we provide drinkable water to low income rural communities? How might we provide premature baby incubation solutions for the Base of the Pyramid? How might we create a process and culture which enables innovaiton to be at the core of our organization, be it from a social enteprise, a responsible business or a cross collaboration with unlikely allies? We need to re-imagine, re-invent and re-design the way that we do business, the way in which we create and deliver value. Design is too important to be left to designers alone. During this workshop, you will learn the key concepts of Design Thinking with a focus on social innovation, experimenting with collective creativity, and practicing with key tools to apply in future social challenges. Design thinking you can learn at a workshop; it takes a lifetime to master it.
What is Design Thinking and how does it help engaging better with all users of a product? I can teach you how to apply the process step by step, or you can hire me to train a small team or do a project. Fail fast low cost solution to improve any company's service, products, processes, organization, and even strategy.
Designing products against customer jobsMartin Jordan
How do you create successful products? By asking customers what they want? By matching market trends? Or rather by understanding the jobs that users try to get done? Believing it’s the latter, Hannes Jentsch and I gave a talk at Berlin ProductTank in July 2015 discussing how to design products against customer jobs.
In the talk we shared our experience from applying Jobs-to-be-Done tools in agile environments at Nokia’s HERE business for 2 years. We described JTBD as a framework, mind as well as set of tools and methods. Furthermore, we mapped and presented key JTBD tools against the lean product development process and discussed them in detail.
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
This is Service Design / DMY Symposium / June 7, 2012Martin Jordan
The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves.
This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.
Creating meaningful experiences — re:publica XI workshopMartin Jordan
Slides of ‘Creating meaningful experiences’ workshop given at 2011’s re:publica conference’s re:design track by Hannes Jentsch, Martin Jordan, Johannes Schardt and Christophe Stoll.
The presentation contains extended and commented versions of the input slides given during the workshop
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.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experience Camp 2015
1. Capturing
Contexts
A workshop with jobs-to-be-done tools
Service Experience Camp 2015
Andrej Balaz, Hannes Jentsch & Martin Jordan
A service for the very moment
2. BAC KG RO UND
Product, Innovation, Design
H A N N E S J E N T S C H ,
Design & Innovation
Consultant, Freelance
@Kaffeertrinken
M A R T I N J O R DA N ,
Experience design,
HERE/Nokia
@Martin_Jordan
A N D R EJ BA L A Z ,
Senior Service
Designer, IXDS
@Designamyte
3. POINT O F VIEW
Customer jobs & hired solution
S O LU T I O N
• toothpaste and toothbrush
J O B S
• having a fresh breath
• feeling fresh
• preventing caries
5. Which interesting food related
service did you start using this
year?
What ‘jobs’ is it doing for you?
What did do the job before?
WARM-UP
Uncovering jobs
7. What is the
job of wine?
EX AMPLE
Let’s talk about
something pleasant …
8. Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
EX AMPLE
How most wines are
organised in wine stores
9. EX AMPLE
Organising the retail space around a
specific job: making dinner a little better
Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
10. EX AMPLE
Organising the retail space
for a second job: expressing appreciation
Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
11. Uncovering customer jobs helps understanding
their desired outcomes
Finding your real competition,
refining the market you are in
Rephrasing the messaging around your offering
to match the customers’ mental model & language
EX AMPLE
Take-away
19. Main job of ‘making me a smarter, better human’
carried through various contexts and situations
Limited resources & capabilities in regards of time,
space & cognitive capacities
Specific sub-jobs that need a hand-over
from one situation to another
EX AMPLE
Take-away
20. + + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
The better you can define the situation,
the better you can design the solution against
TOOLS & MINDSET S
Context for understanding situational needs
21. 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
22. When
Where
Who
How
What
season
month
weekd
ay
daytime
occasionlocation
type
category
attrib.profile/mode
social
device
motion
useract.routine
traffic
facebook
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…
Historical traffic 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
TOOLS & MINDSET S
Retool
23. Describe a
real user’s
need in
context
Validate
design
solutions
Communicate
the design task
TOOLS & MINDSET S
Job Stories
24. Formulate each job into a statement (or job story)
When I want to So I can
Situation Need Goal
TOOLS & MINDSET S
Job Stories
25. When 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 want to easily pick photos I took that day and
share them whenever I have the opportunity
So I can I can let my friends and family know
how I am.
TOOLS & MINDSET S
Job Stories
26. VALUE
Benefits for all team members
Product owners and managers know what kind of
products they are developing and who they are
competing with.
Developers know the context of the product and its
sprints, can prioritise better and see purpose.
Designers know the context and desired outcomes of
the user and can design against these accordingly.
QA engineers know the essential use and test cases,
can prioritise better.
27. “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.
”
QUOTE
— A L A N K L E M E N T, Product designer & engineer
Source: Replacing The User Story With The Job Story, Medium,
https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27
28. How might we create the best
dinner food service for urban
dwellers in special contexts?
EX ERCISE
Let’s get hands-on …
29. Get together in groups of 3,
and describe a very specific
evening dinner situation.
1 5
MIN
30. When I want to So I can
Situation Need Goal
Write 2 job stories
44. Thanks for
your interest and
for joining!
All infos about the Jobs-to-be-Done Meetup Berlin here:
http://meetup.com/Berlin-Jobs-To-Be-Done-Meetup/
And see you at a #JTBD meetup
nearby some time soon