SlideShare a Scribd company logo
Customer-Centric Value Creation
with a Jobs-To-Be-Done Mindset
UX FTW
UX FTW – Pragmatische Wertschöpfung durch
Nutzerfokus mit Jobs To Be Done
UX Festival by German UPA | Zughafen Erfurt
Wolfram Nagel (Senior UX Designer / TeamViewer)
22.Mai 2022
Senior UX Designer at TeamViewer
Author „Multiscreen UX Design“
Content Management
UI Architecture and Content Design
Design Methods Finder
Jobs To Be Done
WOLFRAM NAGEL
Twitter:
@teamviewer
@wolframnagel
@msxbook
@dmfndr
TEAMVIEWER
PRODUCT PORTFOLIO
Core idea:
Create value for users and customers
and thus for the company.
IDEA
COMMENT
OPINION
VOTE
RATING
CUSTOMER
IDEA
SOLUTION
FEATURE
FEATURE
FEATURE
IDEA
CONCEPT
ISSUE
FEEDBACK
SURVEY
SOCIAL MEDIA
USAGE DATA
TELEMETRY
DATA
ISSUE
PAIN POINT
PROBLEM
REQUIREMENTS
STATISTICS
NEED
Plan and implement
Discuss
Analyze
Understand
Interpret
More than 500 ideas and
topics for TV Meeting
Rank
Roughly 2000 feedbacks
per day for TeamViewer
Data collected via Looker
and in-product telemetry
Loads of information ...
IMPORTANCE
?
PRIORITY
OBJECTIVITY
REPRESENTATIVENESS
RELEVANCE
Challenge:Prioritization!
The 7-year-old of Sara Conklin
https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/
I want a pair of flippers for
my birthday. But I am not
actually into flippers.
Photo by Sonnie Hiles on Unsplash
The 7-year-old of Sara Conklin
https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/
I want a pair of flippers for
my birthday. But I am not
actually into flippers.
I’m into … being a mermaid.
Photo by Sonnie Hiles on Unsplash
Photo by Emily Goodhart on Unsplash
JOB
IMPROVE AT SWIMMING FEEL LIKE A MERMAID
FLIPPERS AREN’T ABOUT SWIMMING
»People don’t care about your product. They want to make
progress in their lives. [...] When people buy a product they
›hire‹ it to do a ›Job‹. [...]
A product team will create dramatically different innovations
depending on which Job they innovate for. [...] You discover Jobs
to be done by deeply listening to different types of users. Your
product innovations are only as good as your understanding of
users’ Jobs to be Done.«
https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/
(ALWAYS)
Jim Kalbach (CX Lead at Mural)
https://www.cmswire.com/customer-experience/customer-experience-has-no-start-and-no-end-jim-kalbach-of-mural
Ultimately
customers measure success
by how well they can
get a job done.
CUSTOMER FIRST
Theodore Levitt
https://strategyn.com/jobs-to-be-done/jobs-to-be-done-theory/
* Or a shelf on the wall or rather a storage option for their books.
People do not want a
quarter-inch drill, they want
a quarter-inch hole.*
BUT !
Joe Leech
https://www.slideshare.net/mrjoe/making-good-product-decisions-with-jobs-to-be-done
The hole is not the goal!
Photo by Manja Vitolic
vs
Source / quoted from:The Outcome-Driven Innovation Process - Overview (Tony Ulwick / Strategyn / https://youtu.be/rth9XgqfHeM?t=282)
Images: Record player by Bonnie Duffley, cassette tape by Nico Ilk, Compact Disc by Jamison Wieser, mp3 by Adrien Coquet, streaming music by Scott Lewis (all from the Noun Project)
JOBS ARE STABLE OVER TIME
The subjective importance remains the same, regardless of technological
development.
LP
market
Cassette
market
CD
market
MP3
market
Streaming
market
Listen to music
LISTEN TO MUSIC
	 Listen to favorite music when on the go
	 Listen to music when running
	 Listen to music when having a shower
	 Create a playlist with favorite songs
	 Share my favorite songs with a friend
	 Find new songs similar to my favorite songs
	 Take all my favorite songs with me on vacation
	 Add new songs to my playlist
	...
Icon created by Koson Rattanaphan from Noun Project
NEEDS
MAIN JOB
Source: Ulwick, A. (2002), Harvard Business Review
Uncover relevant Needs with Jobs To Be Done
Based on importance and satisfaction
Example Questionnaire
... minimize the effort to listen to your favorite music
when you are on the go (e.g. on a train ride or on
vacation).
... minimize the effort to listen to your favorite music
when you are on the go (e.g. on a train ride or on
vacation).
... minimize the effort to listen to your favorite music
when you are on the go (e.g. on a train ride or on
vacation).
How important is it that you are able to ...?
Importance = (amount of respondents rating importance 4 or 5) / (total amount of respondents) ×10
Satisfaction = (amount of respondents rating satisfaction 4 or 5) / (total amount of respondents) ×10
Opportunity Score = Importance + max(Importance – Satisfaction,0)
How satisfied are you with your ability to ...?
Not
important
at all
Not
satisfied
at all
Somewhat
important
Somewhat
satisfied
Important
Satisfied
Very
important
Very
satisfied
Extremely
important
Extremely
satisfied
1
1
2
2
3
3
4
4
5
5
SATISFACTION
IMPORTANCE
Importance-Satisfaction Needs Chart
(inspired by/ based on: https://jobs-to-be-done.com/quantify-your-customers-unmet-needs-fda5b20fce54)
The dots represent outcomes
(user needs and problems).
The dots in the dark gray
area have the highest need
score and should therefore
be prioritized in terms of
innovation.
The dots in the white area
are overserved. Features
that address these needs
could be removed (to reduce
maintenance efforts) or moved
to a deeper level in the UI, for
example.
FOCUS ON THE OUTCOMES
»If I were leading an expedition, and I told my group I wanted them to
build a bridge, then they might end up spending a lot of time trying
to find the right materials, or they might end up building a bridge that
wasn’t strong enough to support the whole group.
But if I tell them I want to get the whole group across the river, they
could solve that problem in lots of different ways — building a raft,
finding a narrower point of the river — and they’d know they weren’t
done until they had all got across the river.« – Alice Newton Rex
https://www.mindtheproduct.com/2018/10/escape-from-the-feature-roadmap-to-outcome-driven-development/
JOB / OUTCOME
FEATURE
CROSS
THE
RIVER
Photos by Dex Ochoa and Muradi on Unsplash
Jeff Gothelf (Author of Lean UX)
https://blog.usejournal.com/give-teams-a-problem-to-solve-not-a-solution-to-implement-52ad16252716
Give teams a problem
to solve, not a solution
to implement.
COLLABORATION
Photo by Priscilla Du Preez on Unsplash
PUT THE USER AT THE CENTER
>	 User-focused (UFo) mindset. 
>	 People hire a product for a Job To Be Done.
>	 Understand users
>	 Fulfill the most relevant needs
>	 Spread the UFo mindset
TeamViewer UX Principle #1
MAKE DATA-INFORMED DECISIONS
>	 Usage data via In-Product Telemetry
>	 User insights via the User Focus Program
>	 Gather and consider user feedback
>	 Avoid opinion discussions
>	 Decisions based on facts
>	 Consider our personas
>	 Product improvements shall solve user needs
>	 Increase product value
TeamViewer UX Principle #2
>	 Combine quantitative and qualitative data
>	 Identify pain points and jobs (to be done)
>	Evaluate (w/ surveys and 1:1 sessions)
>	 Check relevance with representative users
>	 Apply filters and prioritize
>	 Focus on the most relevant problems
>	Implement and offer problem-solving features
UTILIZE USER FEEDBACK AND DATA
Use a User Research User Data Base
(the User Focus Program) to
filter and find the most relevant
participants for surveys and testing
to conduct targeted research.
ASK THE
RIGHT USERS!
>	 More than 250.000 community members
>	 The UFP is a closed sub group in the community
>	 Representative persona-related users
>	 Direct and efficient access to customers at any time
>	 Filter to select (and focus on) relevant traits and customers
>	 Surveys, feedback and test sessions
>	 Evaluate JTBD and uncover customer needs
>	 GDPR-compliant
USER FOCUS PROGRAM* = LEAD USER POOL
* https://ufp.teamviewer.com
PERSONAS
Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals
Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019
»Pigeonhole«
Company size (employees) Industry sector
Job (description)
JTBD
/
Job
Story
Additional usage related information
Roles when using the product
Usage mode
Correlation
Product usage on device and platform
Traits (0-10)
Domain experience
IT / technical skills
Prof. experience
Product loyalty
Product familiarity
Jobs To Be Done (outcomes and motivations / also goals and expectations)
Problems and (real) needs (frustrations and pain points)
Story and short description
Main usage + behaviors (relating to the product)
Age Gender
7
3
2
8
5
e.g. geek
Number of employees See UFP list
...
Name (or persona prototype)
For example:
- Licence type
- Usage frequency
- Amount of time spent with product
- Number of involved users
- Type of usage/ etc.
e.g. Remote control, meetings, remote support, managing and organizing
contacts, user management and usage rights, chat, etc.
e.g. Supporter, Admin, Home Office Worker,
Help Giver, Help Receiver, Collaborator
Hire a (new) product and fire an (existing) product.
- How do users want to feel when using the product?
- What do users want to achieve with the product?
- What is this user type‘s deep drives and motivations?
What bothers the user?
- Description (cf. self-description in the UFP)
- Short biography
- Quote(s)
What does this user type want to do with the product?
What does this user type want or need to do with the product?
- Duration of product usage?
- Usage pattern
- Usage per specific time frame
- Time spent with product per week
UFP profile questions:
- How do you use [product / service / etc.]?
- Used product/service before?
- Other (similar/comparable) products?
- Their major strenghts?
- Their major weaknesses?
yrs m or f
→ https://ufp.teamviewer.com
Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals
Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019
»Pigeonhole«
Company size (employees) Industry sector
Job (description)
JTBD
/
Job
Story
Additional usage related information
Roles when using the product
Usage mode
Correlation
Product usage on device and platform
Traits (0-10)
Domain experience
IT / technical skills
Prof. experience
Product loyalty
Product familiarity
Jobs To Be Done (outcomes and motivations / also goals and expectations)
Problems and (real) needs (frustrations and pain points)
Story and short description
Main usage + behaviors (relating to the product)
Age Gender
5
8
8
5
10
Computer problem solver
all all
Frontline IT support for customers
Sam - IT Supporter
- License user
- Daily usage
- Spends 11 and more hours with product
per week
- More than 10 connections/ week
Remote control / Quick Support / Dashboard / C&C list
Managed service provider
Small and medium-sized Business (SMB)
- Support customers or colleagues remotely (when they have PC problems)
- Efficiently and quickly connect to clients and (!) to NEW partner IDs
- Efficiently solve computer problems (when servicing customers)
- Use software as simple as possible (when connecting to devices)
- Getting cut from upgrades / compatibility issues
- Does not want to be contacted directly.
- Have it as simple as possible for the end-user (when servicing customers)
- Wants to have only a (one) defined communication channel.
Sam is very efficiency-minded. His work life is hectic and fast paced. He
is constantly problem-solving. He‘s not a teacher, he is a doer.
“As an It worker providing tech support, I want to be a super efficient
problem-solving machine, so that I can help as many people as possible.
Quickly give me your TeamViewer password and I‘ll fix the problem.“
- Mostly connecting to users / fix problem / disconnect
- Many short and mostly spotaneous sessions
- Invite partners
- Direct communication with user
- Connects from multiple locations
- Works on tickets (internal/external) / ServiceCamp / Service Queue
- Connection reports
- Dashboard
- Multi-platform
- Admin / security / backup services
27 m
300 SAM-LIKE UFP MEMBERS
Source / Inspired by: Mike Boysen (https://jobs-to-be-done.com/jobs-to-be-done-interviews-79623d99b3e5)
The Syntax of Jobs To Be Done Phrases
Main Job
as the overall aim / playing field
Job (Statement)
as base for proper outcome statements
Listen + to music Listen + to music + while on the go
Verb Verb
Object Object Contextual Clarifier
Minimize the effort to listen to my favorite music when I am on the go (e.g. on a train ride or on vacation).
Direction Metric Object of Control Contextual Clarifier Example of object of control
Need / Outcome Statement
as base for JTBD survey questions and evaluation
Persona A User 1 User 2 User 3
FILTER BY USER TRAITS Representative for
25 % of our users. ASK THE RIGHT USERS!
PERSONA | USER NEEDS | JOBS
USERS HAVE NEEDS
OR JOBS OR GOALS OR PROBLEMS ...
> Meet with others
> Present information
> Control a device
> Connect to a device
> Work from home
> Help someone with a computer problem
> Administer a bunch of devices
> ...
Understand the problem then find a solution.
OR THE NEED
Albert Einstein (?)
via https://www.intercom.com/blog/podcasts/podcast-tony-ulwick-on-jobs-to-be-done/
If I had an hour to solve
a problem,
problem, I‘d spend 55
minutes thinking about
the problem and 5 minutes
thinking about solutions.
solutions.
DOUBLE DIAMOND
(BRITISH DESIGN COUNCIL)
via https://www.hallaminternet.com/how-to-think-creatively-using-the-double-diamond-framework/
Doing the right thing Doing things right
D
I
V
E
R
G
E
D
I
V
E
R
G
E
C
O
N
V
E
R
G
E
C
O
N
V
E
R
G
E
DEFINITION
Problem EXECUTION Solution
Discover Develop
Define Deliver
DESIGN MEETS AGILE
(APERTO – AN IBM COMPANY)
https://www.slideshare.net/SilkeKreiling/creating-the-bigger-picture-die-designvision-in-agilen-projekten
DESIGN THINKING 101
(NIELSEN NORMAN GROUP)
https://www.nngroup.com/articles/design-thinking/
Understand
Initiate Explore Materialize Deliver
F
QA
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Promote Solution
DECISION DECISION
Product
User Needs Solution
Initial
Need
Job
User
Vision
—
Goals
—
Scope
Vision
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Understand
Initiate Explore Materialize Deliver
F
QA
INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING)
INFORM MARKETING (SOLUTION)
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Promote Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
KEI
KEI
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Reframed
Need
Understand
Kick-off
Ideate
Define
Prototype
Rollout
Develop
Measure
Learn
Iterate & QA
Test & IB
Initial
Need
Vision
—
Goals
—
Scope
Product
Solution
Job
User
User Needs
Measure Refine
Vision
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Doing the right thing Doing things right Doing the right things right
D
I
V
E
R
G
E
D
I
V
E
R
G
E
C
O
N
V
E
R
G
E
C
O
N
V
E
R
G
E
Understand
Initiate Kick-off Explore Materialize Deliver
CONTIUOUS DEVELOPMENT AND DELIVERY
CONTIUOUS NEEDS EVALUATION
CONTIUOUS SOLUTION IMPROVEMENTS
JOBS ARE STABLE OVER TIME
User Research / Jobs Thinking UI/UX Design / Solution Space .
UFP
Tele-
metry
Jobs To
Be Done
UFP UFP
Design
System
Design
System
Agile Development / Dev Sprints
Continuous Value Creation
UI/UX
QA
Feasi-
bility
Customer Need Customer Solution
INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING)
CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY
INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION)
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Incl. Info below Promote Solution
The Main Job
The User(s)
Product
Vision
+
Strategy
+
Business
Goals
+
Project
Goals
+
Requirem.
+
Scope
The Product
User Need(s) The Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Customer First / KEI
Customer First / KEI
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Addresses the initial need and the
main job of the respective user
Initial
Need*
Reframed
Need
100 Needs 100 Solutions
Understand
Understand
Kick-off
Measure
Ideate
Ideate
Develop
Develop
Test & IB
Define
Define
Prototype
Prototype
Refine
Measure
Rollout
Learn
Iterate
Iterate & QA
Implement Test
Vision
START HERE
SOMETIMES WE
START HERE
IMPLEMENTATION
STARTS HERE
Main Job and
Job Performer
Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !!
R&D
R&D
Doing the right thing Doing things right Doing the right things right
D
I
V
E
R
G
E
D
I
V
E
R
G
E
C
O
N
V
E
R
G
E
C
O
N
V
E
R
G
E
Understand
Initiate Kick-off Explore Materialize Deliver
CONTIUOUS DEVELOPMENT AND DELIVERY
CONTIUOUS NEEDS EVALUATION
CONTIUOUS SOLUTION IMPROVEMENTS
JOBS ARE STABLE OVER TIME
User Research / Jobs Thinking UI/UX Design / Solution Space .
UFP
Tele-
metry
Jobs To
Be Done
UFP UFP
Design
System
Design
System
Agile Development / Dev Sprints
Continuous Value Creation
UI/UX
QA
Feasi-
bility
Customer Need Customer Solution
INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING)
CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY
INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION)
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Incl. Info below Promote Solution
The Main Job
The User(s)
Product
Vision
+
Strategy
+
Business
Goals
+
Project
Goals
+
Requirem.
+
Scope
The Product
User Need(s) The Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Customer First / KEI
Customer First / KEI
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Addresses the initial need and the
main job of the respective user
Initial
Need*
Reframed
Need
100 Needs 100 Solutions
Understand
Understand
Kick-off
Measure
Ideate
Ideate
Develop
Develop
Test & IB
Define
Define
Prototype
Prototype
Refine
Measure
Rollout
Learn
Iterate
Iterate & QA
Implement Test
Vision
START HERE
SOMETIMES WE
START HERE
IMPLEMENTATION
STARTS HERE
Main Job and
Job Performer
Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !!
R&D
R&D
https://wolframnagel.medium.com/customer-centric-value-creation-b71ac49172b6
Understand
Initiate Explore Materialize Deliver
F
QA
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Promote Solution
DECISION DECISION
Product
User Needs Solution
Initial
Need
Job
User
Vision
—
Goals
—
Scope
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Vision
· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.
· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.
· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.
· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.
Jobs To Be Done lays the foundation
to create value for your customers.
JOB
IMPROVE AT SWIMMING FEEL LIKE A MERMAID
CROSS
THE
RIVER
vs
JOBS ARE STABLE OVER TIME
SATISFACTION
IMPORTANCE
... minimize the effort to listen to your favorite
music when you are on the go (e.g. on a train ride or
on vacation).
... minimize the effort to listen to your favorite
music when you are on the go (e.g. on a train ride or
on vacation).
... minimize the effort to listen to your favorite
music when you are on the go (e.g. on a train ride or
on vacation).
How important is it that you are able to ...?
How satisfied are you with your ability to ...?
Not
important
at all
Not
satisfied
at all
Somewhat
important
Somewhat
satisfied
Important
Satisfied
Very
important
Very
satisfied
Extremely
important
Extremely
satisfied
1 2 3 4 5
SATISFACTION
IMPORTANCE
LP
market
Cassette
market
CD
market
MP3
market
Streaming
market
Listen to music
Do the right things right. Together!
Anthony W. Ulwick
Quoted (slightly rephrased) from https://hbr.org/2002/01/turn-customer-input-into-innovation
Innovation
begins with identifying
customer needs. It ends in
the creation of items
they will buy.
THANK YOU!
www.teamviewer.com
www.wolframnagel.com
@wolframnagel

More Related Content

What's hot

User Research
User ResearchUser Research
User Research
Vladimir Melnikov
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered Design
Joan Lumanauw
 
UX Fundamentals for Beginners
UX Fundamentals for BeginnersUX Fundamentals for Beginners
UX Fundamentals for Beginners
Growth Hacking Asia
 
NYT Product Discovery Activity Guide
NYT Product Discovery Activity GuideNYT Product Discovery Activity Guide
NYT Product Discovery Activity Guide
Al Ming
 
Fundamentals and practices of UX research
Fundamentals and practices of UX research Fundamentals and practices of UX research
Fundamentals and practices of UX research
Lucia Trezova
 
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Melissa Perri
 
Ux & Service design intro
Ux & Service design introUx & Service design intro
Ux & Service design intro
Claudia Ehmke
 
Workshop MVP
Workshop MVPWorkshop MVP
Workshop MVP
Avatech Accelerator
 
UX design, service design and design thinking
UX design, service design and design thinkingUX design, service design and design thinking
UX design, service design and design thinking
Sylvain Cottong
 
UX maturity - how do you develop the UX practice in your organisation
UX maturity - how do you develop the UX practice in your organisationUX maturity - how do you develop the UX practice in your organisation
UX maturity - how do you develop the UX practice in your organisation
Margaret Hanley
 
The ROI of UX Design
The ROI of UX DesignThe ROI of UX Design
The ROI of UX Design
Werner Janse van Rensburg
 
Jobs To Be Done Framework
Jobs To Be Done FrameworkJobs To Be Done Framework
Jobs To Be Done Framework
Rupali Shah
 
User Interview Techniques
User Interview TechniquesUser Interview Techniques
User Interview Techniques
Liz Danzico
 
UX & UI Design 101
UX & UI Design 101UX & UI Design 101
UX & UI Design 101
Kevin Jackson
 
Customer Development Methodology
Customer Development MethodologyCustomer Development Methodology
Customer Development Methodology
Venture Hacks
 
This is Service Design in 25 useful tools
This is Service Design in 25 useful toolsThis is Service Design in 25 useful tools
This is Service Design in 25 useful tools
Tijs Wilbrink
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Martin Jordan
 
Customer Journey Map in B2B projects
Customer Journey Map in B2B projectsCustomer Journey Map in B2B projects
Customer Journey Map in B2B projects
SDDMilan
 
UX Experience Design: Processes and Strategy
UX Experience Design: Processes and StrategyUX Experience Design: Processes and Strategy
UX Experience Design: Processes and Strategy
CHI UX Indonesia
 
The difference between ux and ui design
The difference between ux and ui designThe difference between ux and ui design
The difference between ux and ui design
Shweta Joshi
 

What's hot (20)

User Research
User ResearchUser Research
User Research
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered Design
 
UX Fundamentals for Beginners
UX Fundamentals for BeginnersUX Fundamentals for Beginners
UX Fundamentals for Beginners
 
NYT Product Discovery Activity Guide
NYT Product Discovery Activity GuideNYT Product Discovery Activity Guide
NYT Product Discovery Activity Guide
 
Fundamentals and practices of UX research
Fundamentals and practices of UX research Fundamentals and practices of UX research
Fundamentals and practices of UX research
 
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
 
Ux & Service design intro
Ux & Service design introUx & Service design intro
Ux & Service design intro
 
Workshop MVP
Workshop MVPWorkshop MVP
Workshop MVP
 
UX design, service design and design thinking
UX design, service design and design thinkingUX design, service design and design thinking
UX design, service design and design thinking
 
UX maturity - how do you develop the UX practice in your organisation
UX maturity - how do you develop the UX practice in your organisationUX maturity - how do you develop the UX practice in your organisation
UX maturity - how do you develop the UX practice in your organisation
 
The ROI of UX Design
The ROI of UX DesignThe ROI of UX Design
The ROI of UX Design
 
Jobs To Be Done Framework
Jobs To Be Done FrameworkJobs To Be Done Framework
Jobs To Be Done Framework
 
User Interview Techniques
User Interview TechniquesUser Interview Techniques
User Interview Techniques
 
UX & UI Design 101
UX & UI Design 101UX & UI Design 101
UX & UI Design 101
 
Customer Development Methodology
Customer Development MethodologyCustomer Development Methodology
Customer Development Methodology
 
This is Service Design in 25 useful tools
This is Service Design in 25 useful toolsThis is Service Design in 25 useful tools
This is Service Design in 25 useful tools
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
 
Customer Journey Map in B2B projects
Customer Journey Map in B2B projectsCustomer Journey Map in B2B projects
Customer Journey Map in B2B projects
 
UX Experience Design: Processes and Strategy
UX Experience Design: Processes and StrategyUX Experience Design: Processes and Strategy
UX Experience Design: Processes and Strategy
 
The difference between ux and ui design
The difference between ux and ui designThe difference between ux and ui design
The difference between ux and ui design
 

Similar to Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)

WhatUsersDo Get Going With Users June 2015
WhatUsersDo Get Going With Users June 2015WhatUsersDo Get Going With Users June 2015
WhatUsersDo Get Going With Users June 2015
Lee Duddell
 
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
Lee Duddell
 
WhatUsersDo Get Going With Users - June 2015
WhatUsersDo Get Going With Users - June 2015WhatUsersDo Get Going With Users - June 2015
WhatUsersDo Get Going With Users - June 2015
Lee Duddell
 
What is this UX thing 11-24-15
What is this UX thing 11-24-15What is this UX thing 11-24-15
What is this UX thing 11-24-15
Youmna Aoukar
 
User Experience and Prototyping
User Experience and PrototypingUser Experience and Prototyping
User Experience and Prototyping
Kshitiz Anand
 
Product Development
Product DevelopmentProduct Development
Product Development
Oleg Lola
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14
Shilpa Thanawala
 
Intro to User Centered Design Workshop
Intro to User Centered Design WorkshopIntro to User Centered Design Workshop
Intro to User Centered Design Workshop
Patrick McNeil
 
How to Craft a Product Roadmap by fmr LinkedIn Product Manager
How to Craft a Product Roadmap by fmr LinkedIn Product ManagerHow to Craft a Product Roadmap by fmr LinkedIn Product Manager
How to Craft a Product Roadmap by fmr LinkedIn Product Manager
Product School
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom
 
"Open" includes users - Leverage their input
"Open" includes users - Leverage their input"Open" includes users - Leverage their input
"Open" includes users - Leverage their input
Randy Earl
 
Ux design-fundamentals
Ux design-fundamentalsUx design-fundamentals
Ux design-fundamentals
Muhammad Ishfaq Ch ✔
 
User Experience Design: an Overview
User Experience Design: an OverviewUser Experience Design: an Overview
User Experience Design: an Overview
Julie Grundy
 
Session 9-10 - UI/UX design for iOS 7 application
Session 9-10 - UI/UX design for iOS 7 applicationSession 9-10 - UI/UX design for iOS 7 application
Session 9-10 - UI/UX design for iOS 7 application
Vu Tran Lam
 
Q3 evaluation guidance
Q3 evaluation guidanceQ3 evaluation guidance
Q3 evaluation guidance
ctkmedia
 
Usability in product development
Usability in product developmentUsability in product development
Usability in product development
Ravi Shyam
 
User Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 VfUser Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 Vf
UserZoom
 
What is this UX thing?
What is this UX thing?What is this UX thing?
What is this UX thing?
Youmna Aoukar
 
The Importance of UX
The Importance of UXThe Importance of UX
The Importance of UX
Bart Van Hecke
 
Incorporating UX into Your Projects
Incorporating UX into Your ProjectsIncorporating UX into Your Projects
Incorporating UX into Your Projects
Karl Kaufmann
 

Similar to Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset) (20)

WhatUsersDo Get Going With Users June 2015
WhatUsersDo Get Going With Users June 2015WhatUsersDo Get Going With Users June 2015
WhatUsersDo Get Going With Users June 2015
 
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
WhatUsersDo Get Going with Users - June 2015 (Charlotte Street Hotel)
 
WhatUsersDo Get Going With Users - June 2015
WhatUsersDo Get Going With Users - June 2015WhatUsersDo Get Going With Users - June 2015
WhatUsersDo Get Going With Users - June 2015
 
What is this UX thing 11-24-15
What is this UX thing 11-24-15What is this UX thing 11-24-15
What is this UX thing 11-24-15
 
User Experience and Prototyping
User Experience and PrototypingUser Experience and Prototyping
User Experience and Prototyping
 
Product Development
Product DevelopmentProduct Development
Product Development
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14
 
Intro to User Centered Design Workshop
Intro to User Centered Design WorkshopIntro to User Centered Design Workshop
Intro to User Centered Design Workshop
 
How to Craft a Product Roadmap by fmr LinkedIn Product Manager
How to Craft a Product Roadmap by fmr LinkedIn Product ManagerHow to Craft a Product Roadmap by fmr LinkedIn Product Manager
How to Craft a Product Roadmap by fmr LinkedIn Product Manager
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better Experience
 
"Open" includes users - Leverage their input
"Open" includes users - Leverage their input"Open" includes users - Leverage their input
"Open" includes users - Leverage their input
 
Ux design-fundamentals
Ux design-fundamentalsUx design-fundamentals
Ux design-fundamentals
 
User Experience Design: an Overview
User Experience Design: an OverviewUser Experience Design: an Overview
User Experience Design: an Overview
 
Session 9-10 - UI/UX design for iOS 7 application
Session 9-10 - UI/UX design for iOS 7 applicationSession 9-10 - UI/UX design for iOS 7 application
Session 9-10 - UI/UX design for iOS 7 application
 
Q3 evaluation guidance
Q3 evaluation guidanceQ3 evaluation guidance
Q3 evaluation guidance
 
Usability in product development
Usability in product developmentUsability in product development
Usability in product development
 
User Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 VfUser Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 Vf
 
What is this UX thing?
What is this UX thing?What is this UX thing?
What is this UX thing?
 
The Importance of UX
The Importance of UXThe Importance of UX
The Importance of UX
 
Incorporating UX into Your Projects
Incorporating UX into Your ProjectsIncorporating UX into Your Projects
Incorporating UX into Your Projects
 

More from Wolfram Nagel

Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
Wolfram Nagel
 
Content Design and UI Architecture for Multiscreen-projects
Content Design and UI Architecture for Multiscreen-projectsContent Design and UI Architecture for Multiscreen-projects
Content Design and UI Architecture for Multiscreen-projects
Wolfram Nagel
 
Multiscreen UX Design - Developing for a multitude of devices
Multiscreen UX Design - Developing for a multitude of devices Multiscreen UX Design - Developing for a multitude of devices
Multiscreen UX Design - Developing for a multitude of devices
Wolfram Nagel
 
Multiscreen UX Design - Developing for a multitude of devices (summary)
Multiscreen UX Design - Developing for a multitude of devices (summary) Multiscreen UX Design - Developing for a multitude of devices (summary)
Multiscreen UX Design - Developing for a multitude of devices (summary)
Wolfram Nagel
 
Content Design, UI Architecture and Content-UI-Mapping
Content Design, UI Architecture and Content-UI-MappingContent Design, UI Architecture and Content-UI-Mapping
Content Design, UI Architecture and Content-UI-Mapping
Wolfram Nagel
 
Content Design, UI Architecture and UI Mapping
Content Design, UI Architecture and UI MappingContent Design, UI Architecture and UI Mapping
Content Design, UI Architecture and UI Mapping
Wolfram Nagel
 
Content UI Mapping
Content UI MappingContent UI Mapping
Content UI Mapping
Wolfram Nagel
 
Content Design and UI Architecture for Multiscreen Projects (compact)
Content Design and UI Architecture for Multiscreen Projects (compact)Content Design and UI Architecture for Multiscreen Projects (compact)
Content Design and UI Architecture for Multiscreen Projects (compact)
Wolfram Nagel
 
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
Wolfram Nagel
 
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
Wolfram Nagel
 
Next Generation Information Experience – Gedanken über die Zukunft von Conten...
Next Generation Information Experience – Gedanken über die Zukunft von Conten...Next Generation Information Experience – Gedanken über die Zukunft von Conten...
Next Generation Information Experience – Gedanken über die Zukunft von Conten...
Wolfram Nagel
 
Multiscreen Experience Design (short presentation, English)
Multiscreen Experience Design (short presentation, English)Multiscreen Experience Design (short presentation, English)
Multiscreen Experience Design (short presentation, English)
Wolfram Nagel
 
Multiscreen Experience Design (September 2012, MuC UP12)
Multiscreen Experience Design (September 2012, MuC UP12)Multiscreen Experience Design (September 2012, MuC UP12)
Multiscreen Experience Design (September 2012, MuC UP12)
Wolfram Nagel
 
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
Wolfram Nagel
 
Multiscreen Experience (Jan 2012, IxDA Berlin)
Multiscreen Experience (Jan 2012, IxDA Berlin)Multiscreen Experience (Jan 2012, IxDA Berlin)
Multiscreen Experience (Jan 2012, IxDA Berlin)
Wolfram Nagel
 
Multiscreen Experience (in 90 Sekunden)
Multiscreen Experience (in 90 Sekunden)Multiscreen Experience (in 90 Sekunden)
Multiscreen Experience (in 90 Sekunden)
Wolfram Nagel
 
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
Wolfram Nagel
 

More from Wolfram Nagel (17)

Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
Multiscreen and Beyond – Topics and Focus Areas (Wolfram Nagel)
 
Content Design and UI Architecture for Multiscreen-projects
Content Design and UI Architecture for Multiscreen-projectsContent Design and UI Architecture for Multiscreen-projects
Content Design and UI Architecture for Multiscreen-projects
 
Multiscreen UX Design - Developing for a multitude of devices
Multiscreen UX Design - Developing for a multitude of devices Multiscreen UX Design - Developing for a multitude of devices
Multiscreen UX Design - Developing for a multitude of devices
 
Multiscreen UX Design - Developing for a multitude of devices (summary)
Multiscreen UX Design - Developing for a multitude of devices (summary) Multiscreen UX Design - Developing for a multitude of devices (summary)
Multiscreen UX Design - Developing for a multitude of devices (summary)
 
Content Design, UI Architecture and Content-UI-Mapping
Content Design, UI Architecture and Content-UI-MappingContent Design, UI Architecture and Content-UI-Mapping
Content Design, UI Architecture and Content-UI-Mapping
 
Content Design, UI Architecture and UI Mapping
Content Design, UI Architecture and UI MappingContent Design, UI Architecture and UI Mapping
Content Design, UI Architecture and UI Mapping
 
Content UI Mapping
Content UI MappingContent UI Mapping
Content UI Mapping
 
Content Design and UI Architecture for Multiscreen Projects (compact)
Content Design and UI Architecture for Multiscreen Projects (compact)Content Design and UI Architecture for Multiscreen Projects (compact)
Content Design and UI Architecture for Multiscreen Projects (compact)
 
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
Content Design und UI Architektur fuer Multiscreen-Projekte (kompakt)
 
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
Content Design und UI Architektur für Multiscreen-Projekte (Usability Profess...
 
Next Generation Information Experience – Gedanken über die Zukunft von Conten...
Next Generation Information Experience – Gedanken über die Zukunft von Conten...Next Generation Information Experience – Gedanken über die Zukunft von Conten...
Next Generation Information Experience – Gedanken über die Zukunft von Conten...
 
Multiscreen Experience Design (short presentation, English)
Multiscreen Experience Design (short presentation, English)Multiscreen Experience Design (short presentation, English)
Multiscreen Experience Design (short presentation, English)
 
Multiscreen Experience Design (September 2012, MuC UP12)
Multiscreen Experience Design (September 2012, MuC UP12)Multiscreen Experience Design (September 2012, MuC UP12)
Multiscreen Experience Design (September 2012, MuC UP12)
 
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
Multiscreen Experience (Mai 2012, IA Konferenz, Essen)
 
Multiscreen Experience (Jan 2012, IxDA Berlin)
Multiscreen Experience (Jan 2012, IxDA Berlin)Multiscreen Experience (Jan 2012, IxDA Berlin)
Multiscreen Experience (Jan 2012, IxDA Berlin)
 
Multiscreen Experience (in 90 Sekunden)
Multiscreen Experience (in 90 Sekunden)Multiscreen Experience (in 90 Sekunden)
Multiscreen Experience (in 90 Sekunden)
 
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
Multiscreen Experience - Prinzipien und Muster für das Informationsmanagement...
 

Recently uploaded

一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
67n7f53
 
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
ubogumo
 
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
wkip62b
 
Best Digital Marketing Strategy Build Your Online Presence 2024.pptx
Best Digital Marketing Strategy Build  Your Online Presence 2024.pptxBest Digital Marketing Strategy Build  Your Online Presence 2024.pptx
Best Digital Marketing Strategy Build Your Online Presence 2024.pptx
pavankumarpayexelsol
 
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
k7nm6tk
 
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
67n7f53
 
Rethinking Kållered │ From Big Box to a Reuse Hub: A Transformation Journey ...
Rethinking Kållered │  From Big Box to a Reuse Hub: A Transformation Journey ...Rethinking Kållered │  From Big Box to a Reuse Hub: A Transformation Journey ...
Rethinking Kållered │ From Big Box to a Reuse Hub: A Transformation Journey ...
SirmaDuztepeliler
 
UXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdfUXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdf
anthonylin333
 
Getting Data Ready for Culture Hack by Neontribe
Getting Data Ready for Culture Hack by NeontribeGetting Data Ready for Culture Hack by Neontribe
Getting Data Ready for Culture Hack by Neontribe
Harry Harrold
 
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
kohd1ci2
 
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
hw2xf1m
 
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
qa8dk1wm
 
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
bz42w9z0
 
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
sf3cfttw
 
modular-kitchen home plan civil engineering.pdf
modular-kitchen home plan civil engineering.pdfmodular-kitchen home plan civil engineering.pdf
modular-kitchen home plan civil engineering.pdf
RashmitaSwain3
 
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
lyurzi7r
 
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
jafiradnan336
 
一比一原版肯特大学毕业证UKC成绩单一模一样
一比一原版肯特大学毕业证UKC成绩单一模一样一比一原版肯特大学毕业证UKC成绩单一模一样
一比一原版肯特大学毕业证UKC成绩单一模一样
tobbk6s8
 
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
mjjbdpo2
 
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
oabn3692
 

Recently uploaded (20)

一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
一比一原版(OU毕业证)美国俄克拉荷马大学毕业证如何办理
 
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
一比一原版(lu毕业证书)英国拉夫堡大学毕业证如何办理
 
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理一比一原版布兰登大学毕业证(BU毕业证书)如何办理
一比一原版布兰登大学毕业证(BU毕业证书)如何办理
 
Best Digital Marketing Strategy Build Your Online Presence 2024.pptx
Best Digital Marketing Strategy Build  Your Online Presence 2024.pptxBest Digital Marketing Strategy Build  Your Online Presence 2024.pptx
Best Digital Marketing Strategy Build Your Online Presence 2024.pptx
 
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
一比一原版(LSBU毕业证书)伦敦南岸大学毕业证如何办理
 
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
一比一原版(CSU毕业证书)查尔斯特大学毕业证如何办理
 
Rethinking Kållered │ From Big Box to a Reuse Hub: A Transformation Journey ...
Rethinking Kållered │  From Big Box to a Reuse Hub: A Transformation Journey ...Rethinking Kållered │  From Big Box to a Reuse Hub: A Transformation Journey ...
Rethinking Kållered │ From Big Box to a Reuse Hub: A Transformation Journey ...
 
UXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdfUXpert_Report (UALR Mapping Renewal 2022).pdf
UXpert_Report (UALR Mapping Renewal 2022).pdf
 
Getting Data Ready for Culture Hack by Neontribe
Getting Data Ready for Culture Hack by NeontribeGetting Data Ready for Culture Hack by Neontribe
Getting Data Ready for Culture Hack by Neontribe
 
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
一比一原版(ECU毕业证)澳洲埃迪斯科文大学毕业证如何办理
 
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
原版制作(MDIS毕业证书)新加坡管理发展学院毕业证学位证一模一样
 
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
一比一原版澳洲查理斯特大学毕业证(CSU学位证)如何办理
 
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
一比一原版澳洲科廷科技大学毕业证(Curtin毕业证)如何办理
 
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
一比一原版美国明尼苏达大学双城分校毕业证(UMTC学位证)如何办理
 
modular-kitchen home plan civil engineering.pdf
modular-kitchen home plan civil engineering.pdfmodular-kitchen home plan civil engineering.pdf
modular-kitchen home plan civil engineering.pdf
 
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
一比一原版美国俄勒冈大学毕业证(UO,UofO学位证)如何办理
 
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球买球网好的网站-欧洲杯买球哪里有正规的买球网站|【​网址​🎉ac123.net🎉​】
 
一比一原版肯特大学毕业证UKC成绩单一模一样
一比一原版肯特大学毕业证UKC成绩单一模一样一比一原版肯特大学毕业证UKC成绩单一模一样
一比一原版肯特大学毕业证UKC成绩单一模一样
 
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
一比一原版美国北卡罗来纳大学教堂山分校毕业证(UNC学位证)如何办理
 
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
一比一原版(Rice毕业证)美国莱斯大学毕业证如何办理
 

Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)

  • 1. Customer-Centric Value Creation with a Jobs-To-Be-Done Mindset UX FTW UX FTW – Pragmatische Wertschöpfung durch Nutzerfokus mit Jobs To Be Done UX Festival by German UPA | Zughafen Erfurt Wolfram Nagel (Senior UX Designer / TeamViewer) 22.Mai 2022
  • 2. Senior UX Designer at TeamViewer Author „Multiscreen UX Design“ Content Management UI Architecture and Content Design Design Methods Finder Jobs To Be Done WOLFRAM NAGEL Twitter: @teamviewer @wolframnagel @msxbook @dmfndr
  • 5.
  • 6.
  • 7. Core idea: Create value for users and customers and thus for the company.
  • 8. IDEA COMMENT OPINION VOTE RATING CUSTOMER IDEA SOLUTION FEATURE FEATURE FEATURE IDEA CONCEPT ISSUE FEEDBACK SURVEY SOCIAL MEDIA USAGE DATA TELEMETRY DATA ISSUE PAIN POINT PROBLEM REQUIREMENTS STATISTICS NEED Plan and implement Discuss Analyze Understand Interpret More than 500 ideas and topics for TV Meeting Rank Roughly 2000 feedbacks per day for TeamViewer Data collected via Looker and in-product telemetry Loads of information ...
  • 10. The 7-year-old of Sara Conklin https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/ I want a pair of flippers for my birthday. But I am not actually into flippers. Photo by Sonnie Hiles on Unsplash
  • 11. The 7-year-old of Sara Conklin https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/ I want a pair of flippers for my birthday. But I am not actually into flippers. I’m into … being a mermaid. Photo by Sonnie Hiles on Unsplash
  • 12. Photo by Emily Goodhart on Unsplash
  • 13. JOB IMPROVE AT SWIMMING FEEL LIKE A MERMAID
  • 14. FLIPPERS AREN’T ABOUT SWIMMING »People don’t care about your product. They want to make progress in their lives. [...] When people buy a product they ›hire‹ it to do a ›Job‹. [...] A product team will create dramatically different innovations depending on which Job they innovate for. [...] You discover Jobs to be done by deeply listening to different types of users. Your product innovations are only as good as your understanding of users’ Jobs to be Done.« https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/ (ALWAYS)
  • 15. Jim Kalbach (CX Lead at Mural) https://www.cmswire.com/customer-experience/customer-experience-has-no-start-and-no-end-jim-kalbach-of-mural Ultimately customers measure success by how well they can get a job done. CUSTOMER FIRST
  • 16. Theodore Levitt https://strategyn.com/jobs-to-be-done/jobs-to-be-done-theory/ * Or a shelf on the wall or rather a storage option for their books. People do not want a quarter-inch drill, they want a quarter-inch hole.*
  • 17. BUT !
  • 19. Photo by Manja Vitolic
  • 20. vs
  • 21. Source / quoted from:The Outcome-Driven Innovation Process - Overview (Tony Ulwick / Strategyn / https://youtu.be/rth9XgqfHeM?t=282) Images: Record player by Bonnie Duffley, cassette tape by Nico Ilk, Compact Disc by Jamison Wieser, mp3 by Adrien Coquet, streaming music by Scott Lewis (all from the Noun Project) JOBS ARE STABLE OVER TIME The subjective importance remains the same, regardless of technological development. LP market Cassette market CD market MP3 market Streaming market Listen to music
  • 22. LISTEN TO MUSIC Listen to favorite music when on the go Listen to music when running Listen to music when having a shower Create a playlist with favorite songs Share my favorite songs with a friend Find new songs similar to my favorite songs Take all my favorite songs with me on vacation Add new songs to my playlist ... Icon created by Koson Rattanaphan from Noun Project NEEDS MAIN JOB
  • 23. Source: Ulwick, A. (2002), Harvard Business Review Uncover relevant Needs with Jobs To Be Done Based on importance and satisfaction Example Questionnaire ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). How important is it that you are able to ...? Importance = (amount of respondents rating importance 4 or 5) / (total amount of respondents) ×10 Satisfaction = (amount of respondents rating satisfaction 4 or 5) / (total amount of respondents) ×10 Opportunity Score = Importance + max(Importance – Satisfaction,0) How satisfied are you with your ability to ...? Not important at all Not satisfied at all Somewhat important Somewhat satisfied Important Satisfied Very important Very satisfied Extremely important Extremely satisfied 1 1 2 2 3 3 4 4 5 5 SATISFACTION IMPORTANCE
  • 24. Importance-Satisfaction Needs Chart (inspired by/ based on: https://jobs-to-be-done.com/quantify-your-customers-unmet-needs-fda5b20fce54) The dots represent outcomes (user needs and problems). The dots in the dark gray area have the highest need score and should therefore be prioritized in terms of innovation. The dots in the white area are overserved. Features that address these needs could be removed (to reduce maintenance efforts) or moved to a deeper level in the UI, for example.
  • 25. FOCUS ON THE OUTCOMES »If I were leading an expedition, and I told my group I wanted them to build a bridge, then they might end up spending a lot of time trying to find the right materials, or they might end up building a bridge that wasn’t strong enough to support the whole group. But if I tell them I want to get the whole group across the river, they could solve that problem in lots of different ways — building a raft, finding a narrower point of the river — and they’d know they weren’t done until they had all got across the river.« – Alice Newton Rex https://www.mindtheproduct.com/2018/10/escape-from-the-feature-roadmap-to-outcome-driven-development/ JOB / OUTCOME FEATURE
  • 26. CROSS THE RIVER Photos by Dex Ochoa and Muradi on Unsplash
  • 27. Jeff Gothelf (Author of Lean UX) https://blog.usejournal.com/give-teams-a-problem-to-solve-not-a-solution-to-implement-52ad16252716 Give teams a problem to solve, not a solution to implement.
  • 28. COLLABORATION Photo by Priscilla Du Preez on Unsplash
  • 29. PUT THE USER AT THE CENTER > User-focused (UFo) mindset.  > People hire a product for a Job To Be Done. > Understand users > Fulfill the most relevant needs > Spread the UFo mindset TeamViewer UX Principle #1
  • 30. MAKE DATA-INFORMED DECISIONS > Usage data via In-Product Telemetry > User insights via the User Focus Program > Gather and consider user feedback > Avoid opinion discussions > Decisions based on facts > Consider our personas > Product improvements shall solve user needs > Increase product value TeamViewer UX Principle #2
  • 31. > Combine quantitative and qualitative data > Identify pain points and jobs (to be done) > Evaluate (w/ surveys and 1:1 sessions) > Check relevance with representative users > Apply filters and prioritize > Focus on the most relevant problems > Implement and offer problem-solving features UTILIZE USER FEEDBACK AND DATA Use a User Research User Data Base (the User Focus Program) to filter and find the most relevant participants for surveys and testing to conduct targeted research. ASK THE RIGHT USERS!
  • 32. > More than 250.000 community members > The UFP is a closed sub group in the community > Representative persona-related users > Direct and efficient access to customers at any time > Filter to select (and focus on) relevant traits and customers > Surveys, feedback and test sessions > Evaluate JTBD and uncover customer needs > GDPR-compliant USER FOCUS PROGRAM* = LEAD USER POOL * https://ufp.teamviewer.com
  • 34.
  • 35.
  • 36. Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019 »Pigeonhole« Company size (employees) Industry sector Job (description) JTBD / Job Story Additional usage related information Roles when using the product Usage mode Correlation Product usage on device and platform Traits (0-10) Domain experience IT / technical skills Prof. experience Product loyalty Product familiarity Jobs To Be Done (outcomes and motivations / also goals and expectations) Problems and (real) needs (frustrations and pain points) Story and short description Main usage + behaviors (relating to the product) Age Gender 7 3 2 8 5 e.g. geek Number of employees See UFP list ... Name (or persona prototype) For example: - Licence type - Usage frequency - Amount of time spent with product - Number of involved users - Type of usage/ etc. e.g. Remote control, meetings, remote support, managing and organizing contacts, user management and usage rights, chat, etc. e.g. Supporter, Admin, Home Office Worker, Help Giver, Help Receiver, Collaborator Hire a (new) product and fire an (existing) product. - How do users want to feel when using the product? - What do users want to achieve with the product? - What is this user type‘s deep drives and motivations? What bothers the user? - Description (cf. self-description in the UFP) - Short biography - Quote(s) What does this user type want to do with the product? What does this user type want or need to do with the product? - Duration of product usage? - Usage pattern - Usage per specific time frame - Time spent with product per week UFP profile questions: - How do you use [product / service / etc.]? - Used product/service before? - Other (similar/comparable) products? - Their major strenghts? - Their major weaknesses? yrs m or f
  • 38.
  • 39. Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019 »Pigeonhole« Company size (employees) Industry sector Job (description) JTBD / Job Story Additional usage related information Roles when using the product Usage mode Correlation Product usage on device and platform Traits (0-10) Domain experience IT / technical skills Prof. experience Product loyalty Product familiarity Jobs To Be Done (outcomes and motivations / also goals and expectations) Problems and (real) needs (frustrations and pain points) Story and short description Main usage + behaviors (relating to the product) Age Gender 5 8 8 5 10 Computer problem solver all all Frontline IT support for customers Sam - IT Supporter - License user - Daily usage - Spends 11 and more hours with product per week - More than 10 connections/ week Remote control / Quick Support / Dashboard / C&C list Managed service provider Small and medium-sized Business (SMB) - Support customers or colleagues remotely (when they have PC problems) - Efficiently and quickly connect to clients and (!) to NEW partner IDs - Efficiently solve computer problems (when servicing customers) - Use software as simple as possible (when connecting to devices) - Getting cut from upgrades / compatibility issues - Does not want to be contacted directly. - Have it as simple as possible for the end-user (when servicing customers) - Wants to have only a (one) defined communication channel. Sam is very efficiency-minded. His work life is hectic and fast paced. He is constantly problem-solving. He‘s not a teacher, he is a doer. “As an It worker providing tech support, I want to be a super efficient problem-solving machine, so that I can help as many people as possible. Quickly give me your TeamViewer password and I‘ll fix the problem.“ - Mostly connecting to users / fix problem / disconnect - Many short and mostly spotaneous sessions - Invite partners - Direct communication with user - Connects from multiple locations - Works on tickets (internal/external) / ServiceCamp / Service Queue - Connection reports - Dashboard - Multi-platform - Admin / security / backup services 27 m
  • 40. 300 SAM-LIKE UFP MEMBERS
  • 41.
  • 42.
  • 43.
  • 44. Source / Inspired by: Mike Boysen (https://jobs-to-be-done.com/jobs-to-be-done-interviews-79623d99b3e5) The Syntax of Jobs To Be Done Phrases Main Job as the overall aim / playing field Job (Statement) as base for proper outcome statements Listen + to music Listen + to music + while on the go Verb Verb Object Object Contextual Clarifier Minimize the effort to listen to my favorite music when I am on the go (e.g. on a train ride or on vacation). Direction Metric Object of Control Contextual Clarifier Example of object of control Need / Outcome Statement as base for JTBD survey questions and evaluation
  • 45.
  • 46.
  • 47.
  • 48. Persona A User 1 User 2 User 3 FILTER BY USER TRAITS Representative for 25 % of our users. ASK THE RIGHT USERS!
  • 49. PERSONA | USER NEEDS | JOBS USERS HAVE NEEDS OR JOBS OR GOALS OR PROBLEMS ... > Meet with others > Present information > Control a device > Connect to a device > Work from home > Help someone with a computer problem > Administer a bunch of devices > ...
  • 50. Understand the problem then find a solution. OR THE NEED
  • 51. Albert Einstein (?) via https://www.intercom.com/blog/podcasts/podcast-tony-ulwick-on-jobs-to-be-done/ If I had an hour to solve a problem, problem, I‘d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions. solutions.
  • 52. DOUBLE DIAMOND (BRITISH DESIGN COUNCIL) via https://www.hallaminternet.com/how-to-think-creatively-using-the-double-diamond-framework/ Doing the right thing Doing things right D I V E R G E D I V E R G E C O N V E R G E C O N V E R G E DEFINITION Problem EXECUTION Solution Discover Develop Define Deliver
  • 53. DESIGN MEETS AGILE (APERTO – AN IBM COMPANY) https://www.slideshare.net/SilkeKreiling/creating-the-bigger-picture-die-designvision-in-agilen-projekten
  • 54. DESIGN THINKING 101 (NIELSEN NORMAN GROUP) https://www.nngroup.com/articles/design-thinking/
  • 55. Understand Initiate Explore Materialize Deliver F QA Uncover need(s) Find solution(s) Develop solution Request Solution or Report Problem Promote Solution DECISION DECISION Product User Needs Solution Initial Need Job User Vision — Goals — Scope Vision Customer-Centric Customer-Centric Value Creation Value Creation
  • 56. Understand Initiate Explore Materialize Deliver F QA INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING) INFORM MARKETING (SOLUTION) Uncover need(s) Find solution(s) Develop solution Request Solution or Report Problem Promote Solution DECISION DECISION DECISION DECISION USER FOCUS USER FOCUS GOAL(S) GOAL(S) KEI KEI KPI KPI KPI + KEI KPI + KEI RELEASE RELEASE Reframed Need Understand Kick-off Ideate Define Prototype Rollout Develop Measure Learn Iterate & QA Test & IB Initial Need Vision — Goals — Scope Product Solution Job User User Needs Measure Refine Vision Customer-Centric Customer-Centric Value Creation Value Creation
  • 57. Doing the right thing Doing things right Doing the right things right D I V E R G E D I V E R G E C O N V E R G E C O N V E R G E Understand Initiate Kick-off Explore Materialize Deliver CONTIUOUS DEVELOPMENT AND DELIVERY CONTIUOUS NEEDS EVALUATION CONTIUOUS SOLUTION IMPROVEMENTS JOBS ARE STABLE OVER TIME User Research / Jobs Thinking UI/UX Design / Solution Space . UFP Tele- metry Jobs To Be Done UFP UFP Design System Design System Agile Development / Dev Sprints Continuous Value Creation UI/UX QA Feasi- bility Customer Need Customer Solution INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING) CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION) Uncover need(s) Find solution(s) Develop solution Request Solution or Report Problem Incl. Info below Promote Solution The Main Job The User(s) Product Vision + Strategy + Business Goals + Project Goals + Requirem. + Scope The Product User Need(s) The Solution DECISION DECISION DECISION DECISION USER FOCUS USER FOCUS GOAL(S) GOAL(S) Customer-Centric Customer-Centric Value Creation Value Creation Customer First / KEI Customer First / KEI KPI KPI KPI + KEI KPI + KEI RELEASE RELEASE Addresses the initial need and the main job of the respective user Initial Need* Reframed Need 100 Needs 100 Solutions Understand Understand Kick-off Measure Ideate Ideate Develop Develop Test & IB Define Define Prototype Prototype Refine Measure Rollout Learn Iterate Iterate & QA Implement Test Vision START HERE SOMETIMES WE START HERE IMPLEMENTATION STARTS HERE Main Job and Job Performer Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !! R&D R&D
  • 58. Doing the right thing Doing things right Doing the right things right D I V E R G E D I V E R G E C O N V E R G E C O N V E R G E Understand Initiate Kick-off Explore Materialize Deliver CONTIUOUS DEVELOPMENT AND DELIVERY CONTIUOUS NEEDS EVALUATION CONTIUOUS SOLUTION IMPROVEMENTS JOBS ARE STABLE OVER TIME User Research / Jobs Thinking UI/UX Design / Solution Space . UFP Tele- metry Jobs To Be Done UFP UFP Design System Design System Agile Development / Dev Sprints Continuous Value Creation UI/UX QA Feasi- bility Customer Need Customer Solution INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING) CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION) Uncover need(s) Find solution(s) Develop solution Request Solution or Report Problem Incl. Info below Promote Solution The Main Job The User(s) Product Vision + Strategy + Business Goals + Project Goals + Requirem. + Scope The Product User Need(s) The Solution DECISION DECISION DECISION DECISION USER FOCUS USER FOCUS GOAL(S) GOAL(S) Customer-Centric Customer-Centric Value Creation Value Creation Customer First / KEI Customer First / KEI KPI KPI KPI + KEI KPI + KEI RELEASE RELEASE Addresses the initial need and the main job of the respective user Initial Need* Reframed Need 100 Needs 100 Solutions Understand Understand Kick-off Measure Ideate Ideate Develop Develop Test & IB Define Define Prototype Prototype Refine Measure Rollout Learn Iterate Iterate & QA Implement Test Vision START HERE SOMETIMES WE START HERE IMPLEMENTATION STARTS HERE Main Job and Job Performer Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !! R&D R&D https://wolframnagel.medium.com/customer-centric-value-creation-b71ac49172b6
  • 59. Understand Initiate Explore Materialize Deliver F QA Uncover need(s) Find solution(s) Develop solution Request Solution or Report Problem Promote Solution DECISION DECISION Product User Needs Solution Initial Need Job User Vision — Goals — Scope Customer-Centric Customer-Centric Value Creation Value Creation Vision
  • 60. · Who is the target customer or user / job performer / related persona? · Which product usage segment do we address? · What is the typical product usage? · Have in mind which expectations, needs, motives, problems, frustrations and pain points the user has. What is the reason for this project? What is the initial problem? Why is a solution requested? For what? What is the idea behind? What is the general motivation and overall strategy? What is the overlying long term goal? · Which are the most relevant needs related to the job and user(s)? · Prioritize the needs based on data! · What problem shall the solution solve? · User needs are solution-independent. · A Job Story is a summary of the needs (prioritized and rephrased) · It considers and describes the context and the expected outcome. · Syntax:When I... I want to... so that (I can)... ! · Job Stories do not replace User Stories. · Job Stories are the base / briefing to explore and find a solution. · User Stories are the base for the development sprint(s) and explain how the user interacts with the solution. · What is the actual needs-related solution (increment, feature or product? · What can be the message for the customer? · What story can we tell? How do we sell the solution? · How can the needs-related value be explained? · What are the necessary requirements (legal, security, technology)? · What needs to be considered? · Which (overlapping) projects or products are affected? · What is the scope of the project? What is out of scope? What is the forecast? · What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after the understanding and exploration phase.) · The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and also the potential solution. · Why are we doing this? · What are the business and project goals? · What do we want to achieve? · How do we measure the goals? · What is the KPI/KEI (status quo and target)? · The goal is related to trigger and product strategy. · What is the vision to address the main job and the prioritized uncovered needs? · How do we achieve the goal within the defined scope? · Is it feasible to develop and implement the solution? · Is it aligned with the definitions in the Design System? · What is the focus area? Which main job does the customer want to get done? · What does the user hire the product for? · The main job covers a lot of underlying needs and related jobs. · Jobs are solution-independent and timeless (e.g. listen to music, help with computer problems). TRIGGER VISION AND STRATEGY CUSTOMER CENTRIC VALUE CREATION CANVAS v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework USER(S) USER NEED(S) JOB STORIES PROMOTION REQUIREMENTS SCOPE GOALS SOLUTION MAIN JOB Measure DATE PROJECT Vision The information in the red area are similar to the measure and should be clarified before the kick-off. The orange part is about the user and relates to the research circle in the Framework. Prioritized insights should be the base for solution finding. When to-be-addressed needs are clear we can start thinking about and working on the solution. Results from the research and exploration phase can inspire product promotion. Blue should be clear from the beginning. 2 2 1 1 3 3 4 4 5 5 It is ok to start with assumptions if needed – as long as we are aware of it. · Who is the target customer or user / job performer / related persona? · Which product usage segment do we address? · What is the typical product usage? · Have in mind which expectations, needs, motives, problems, frustrations and pain points the user has. What is the reason for this project? What is the initial problem? Why is a solution requested? For what? What is the idea behind? What is the general motivation and overall strategy? What is the overlying long term goal? · Which are the most relevant needs related to the job and user(s)? · Prioritize the needs based on data! · What problem shall the solution solve? · User needs are solution-independent. · A Job Story is a summary of the needs (prioritized and rephrased) · It considers and describes the context and the expected outcome. · Syntax:When I... I want to... so that (I can)... ! · Job Stories do not replace User Stories. · Job Stories are the base / briefing to explore and find a solution. · User Stories are the base for the development sprint(s) and explain how the user interacts with the solution. · What is the actual needs-related solution (increment, feature or product? · What can be the message for the customer? · What story can we tell? How do we sell the solution? · How can the needs-related value be explained? · What are the necessary requirements (legal, security, technology)? · What needs to be considered? · Which (overlapping) projects or products are affected? · What is the scope of the project? What is out of scope? What is the forecast? · What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after the understanding and exploration phase.) · The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and also the potential solution. · Why are we doing this? · What are the business and project goals? · What do we want to achieve? · How do we measure the goals? · What is the KPI/KEI (status quo and target)? · The goal is related to trigger and product strategy. · What is the vision to address the main job and the prioritized uncovered needs? · How do we achieve the goal within the defined scope? · Is it feasible to develop and implement the solution? · Is it aligned with the definitions in the Design System? · What is the focus area? Which main job does the customer want to get done? · What does the user hire the product for? · The main job covers a lot of underlying needs and related jobs. · Jobs are solution-independent and timeless (e.g. listen to music, help with computer problems). TRIGGER VISION AND STRATEGY CUSTOMER CENTRIC VALUE CREATION CANVAS v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework USER(S) USER NEED(S) JOB STORIES PROMOTION REQUIREMENTS SCOPE GOALS SOLUTION MAIN JOB Measure DATE PROJECT Vision The information in the red area are similar to the measure and should be clarified before the kick-off. The orange part is about the user and relates to the research circle in the Framework. Prioritized insights should be the base for solution finding. When to-be-addressed needs are clear we can start thinking about and working on the solution. Results from the research and exploration phase can inspire product promotion. Blue should be clear from the beginning. 2 2 1 1 3 3 4 4 5 5 It is ok to start with assumptions if needed – as long as we are aware of it.
  • 61. · Who is the target customer or user / job performer / related persona? · Which product usage segment do we address? · What is the typical product usage? · Have in mind which expectations, needs, motives, problems, frustrations and pain points the user has. What is the reason for this project? What is the initial problem? Why is a solution requested? For what? What is the idea behind? What is the general motivation and overall strategy? What is the overlying long term goal? · Which are the most relevant needs related to the job and user(s)? · Prioritize the needs based on data! · What problem shall the solution solve? · User needs are solution-independent. · A Job Story is a summary of the needs (prioritized and rephrased) · It considers and describes the context and the expected outcome. · Syntax:When I... I want to... so that (I can)... ! · Job Stories do not replace User Stories. · Job Stories are the base / briefing to explore and find a solution. · User Stories are the base for the development sprint(s) and explain how the user interacts with the solution. · What is the actual needs-related solution (increment, feature or product? · What can be the message for the customer? · What story can we tell? How do we sell the solution? · How can the needs-related value be explained? · What are the necessary requirements (legal, security, technology)? · What needs to be considered? · Which (overlapping) projects or products are affected? · What is the scope of the project? What is out of scope? What is the forecast? · What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after the understanding and exploration phase.) · The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and also the potential solution. · Why are we doing this? · What are the business and project goals? · What do we want to achieve? · How do we measure the goals? · What is the KPI/KEI (status quo and target)? · The goal is related to trigger and product strategy. · What is the vision to address the main job and the prioritized uncovered needs? · How do we achieve the goal within the defined scope? · Is it feasible to develop and implement the solution? · Is it aligned with the definitions in the Design System? · What is the focus area? Which main job does the customer want to get done? · What does the user hire the product for? · The main job covers a lot of underlying needs and related jobs. · Jobs are solution-independent and timeless (e.g. listen to music, help with computer problems). TRIGGER VISION AND STRATEGY CUSTOMER CENTRIC VALUE CREATION CANVAS v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework USER(S) USER NEED(S) JOB STORIES PROMOTION REQUIREMENTS SCOPE GOALS SOLUTION MAIN JOB Measure DATE PROJECT Vision The information in the red area are similar to the measure and should be clarified before the kick-off. The orange part is about the user and relates to the research circle in the Framework. Prioritized insights should be the base for solution finding. When to-be-addressed needs are clear we can start thinking about and working on the solution. Results from the research and exploration phase can inspire product promotion. Blue should be clear from the beginning. 2 2 1 1 3 3 4 4 5 5 It is ok to start with assumptions if needed – as long as we are aware of it. · Who is the target customer or user / job performer / related persona? · Which product usage segment do we address? · What is the typical product usage? · Have in mind which expectations, needs, motives, problems, frustrations and pain points the user has. What is the reason for this project? What is the initial problem? Why is a solution requested? For what? What is the idea behind? What is the general motivation and overall strategy? What is the overlying long term goal? · Which are the most relevant needs related to the job and user(s)? · Prioritize the needs based on data! · What problem shall the solution solve? · User needs are solution-independent. · A Job Story is a summary of the needs (prioritized and rephrased) · It considers and describes the context and the expected outcome. · Syntax:When I... I want to... so that (I can)... ! · Job Stories do not replace User Stories. · Job Stories are the base / briefing to explore and find a solution. · User Stories are the base for the development sprint(s) and explain how the user interacts with the solution. · What is the actual needs-related solution (increment, feature or product? · What can be the message for the customer? · What story can we tell? How do we sell the solution? · How can the needs-related value be explained? · What are the necessary requirements (legal, security, technology)? · What needs to be considered? · Which (overlapping) projects or products are affected? · What is the scope of the project? What is out of scope? What is the forecast? · What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after the understanding and exploration phase.) · The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and also the potential solution. · Why are we doing this? · What are the business and project goals? · What do we want to achieve? · How do we measure the goals? · What is the KPI/KEI (status quo and target)? · The goal is related to trigger and product strategy. · What is the vision to address the main job and the prioritized uncovered needs? · How do we achieve the goal within the defined scope? · Is it feasible to develop and implement the solution? · Is it aligned with the definitions in the Design System? · What is the focus area? Which main job does the customer want to get done? · What does the user hire the product for? · The main job covers a lot of underlying needs and related jobs. · Jobs are solution-independent and timeless (e.g. listen to music, help with computer problems). TRIGGER VISION AND STRATEGY CUSTOMER CENTRIC VALUE CREATION CANVAS v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework USER(S) USER NEED(S) JOB STORIES PROMOTION REQUIREMENTS SCOPE GOALS SOLUTION MAIN JOB Measure DATE PROJECT Vision The information in the red area are similar to the measure and should be clarified before the kick-off. The orange part is about the user and relates to the research circle in the Framework. Prioritized insights should be the base for solution finding. When to-be-addressed needs are clear we can start thinking about and working on the solution. Results from the research and exploration phase can inspire product promotion. Blue should be clear from the beginning. 2 2 1 1 3 3 4 4 5 5 It is ok to start with assumptions if needed – as long as we are aware of it.
  • 62. Jobs To Be Done lays the foundation to create value for your customers.
  • 63. JOB IMPROVE AT SWIMMING FEEL LIKE A MERMAID CROSS THE RIVER vs JOBS ARE STABLE OVER TIME SATISFACTION IMPORTANCE ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). ... minimize the effort to listen to your favorite music when you are on the go (e.g. on a train ride or on vacation). How important is it that you are able to ...? How satisfied are you with your ability to ...? Not important at all Not satisfied at all Somewhat important Somewhat satisfied Important Satisfied Very important Very satisfied Extremely important Extremely satisfied 1 2 3 4 5 SATISFACTION IMPORTANCE LP market Cassette market CD market MP3 market Streaming market Listen to music Do the right things right. Together!
  • 64. Anthony W. Ulwick Quoted (slightly rephrased) from https://hbr.org/2002/01/turn-customer-input-into-innovation Innovation begins with identifying customer needs. It ends in the creation of items they will buy.