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Designing
products against
customer jobs
ProductTank Berlin #7: Lean UX
July 22, 2015 • Hannes Jentsch & Martin Jordan
BACKG RO UND
Product, Innovation, Design
H A N N E S J E N T S C H ,
Design & Innovation Consultant,
Freelance
@Kaffeertrinken
M A R T I N J O R DA N ,
Experience design,
HERE/Nokia
@Martin_Jordan
POINT O F VIEW
Jobs-to-be-Done Framework
in Context of Lean Approach
Applied JTBD tools in lean environments
for past 2 years at Nokia’s HERE
JTBD tools help to formulate a minimal viable
product that fits the customers’ jobs
Who of you has used
the Value Proposition Canvas?
Who of you has investigated
customers jobs?
QUESTION
Your JTBD experience
“People don’t want to buy
a quarter-inch drill.
They want a quarter-inch hole!
”
QUOTE
— T H E O D O R E L E V I T T, American Economist
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
FOCUS
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework: http://www.slideshare.net/ClementGenin/jobstobedone
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
J OB
Orientate in an
unfamiliar area
JOB
Communicate
with a friend
JOB
Document
my life
“Jobs-to-be-done describe the tasks that a
product or service is carrying out. People don’t
just buy products or just want to use a certain
service. They ‘hire’ them to do a job.
”
QUOTE
— C L AY C H R I S T E N S E N , Professor for Management
Source: http://www.christenseninstitute.org/
BELIEF
Job-to-be-Done is a …
Framework for developing & communicating
product and services
Mindset for understanding human behaviour, and
why people switch from one offering to another
Set of tools and methods for almost every part
of the product development process
Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Profits, and Quality’
by Ron Mascitelli
APPLICATI ON
In Lean Product Development
Retrospective
interviews
Forces Customer Job
Definition
Customer
Job Map
Job Stories ----------------------->
Consider-
ation Set
JTBD-based
Marketing
APPLICATI ON
In Lean Product Development
Retrospective interviews are a way to uncover the
‘jobs’ people are trying to get done, the events and
forces that lead them to ‘hire’ a specific solution.
It’s a qualitative research method, based on an
interview around a customer’s timeline leading up
to a purchase.
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
TOOLS & METHODS
Retrospective Interviews
First
thought
Event 1
BUY
Event 2
Passive
looking
Active
looking
Deciding Consuming
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TOOLS & METHODS
Forces
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TOOLS & METHODS
Forces
TOOLS & METHODS
Consideration Set
Understanding competition in the users’ mind and
their different qualities.
Entertaining
in the evening
TOOLS & METHODS
Consideration Set
Understanding competition in the users’ mind and
their different qualities.
Concert Friends
Live Social
Television
Free
Streaming
Service
Choice
TOOLS & METHODS
Customer Job Definition
So called job statements can be used to describe a
job-to-be-done. Key components of a job statement
are an action verb, the object of the action, and
clarification of the context in which the job is
performed.
e.g. ‘Clean clothes quickly’
or ‘Manage personal
finances at home’
Jobs
Gains
Pains
Resources: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products
and Services Customers Want. Hoboken, NJ: Wiley.
Emotional /
personal
jobs
Functional
jobs
Social
jobs
Kinds of jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Retrospective
interviews
Forces Customer Job
Definition
Job Stories ----------------------->
Consider-
ation Set
JTBD-based
Marketing
APPLICATI ON
In Lean Product Development
Customer
Job Map
Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Phase 5
CONTEXT
Woke up too late that morning
TOUCHPOINT
Urban navigation app
WANTED OUTCOME
Discovering the best option to get to work fast
UNWANTED OUTCOME
Wasting more time with searching for options
FUNCTIONAL JOB
Finding the fastest way to get to work
EMOTIONAL JOB
Regaining control of the situation
SOCIAL JOB
Letting my colleagues know
when I will arrive at work
Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for –
Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
TOOLS & METHODS
Customer Job Map
For describing context, brief for idea,
validating designs, measuring success
When I want to So I can
Situation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from
https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
TOOLS & METHODS
Job Stories
When I am on my island round trip where
I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
I want to easily pick photos I took that day and
sync them whenever connected to a WiFi
So I can I can share my photos with friends
and family.
TOOLS & METHODS
Job Stories
TOOLS & METHODS
JTBD-based Marketing
Taking not about your product features, but name
the customers’ problems – so they know your
offering is a solution worth hiring.
TOOLS & METHODS
JTBD-based Marketing
Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers
VALUE
Benefits for all team members
Product owners and managers know what kind of
products they are developing and who they are
competing with.
Developers know the context of the product and its
sprints, can prioritise better and see purpose.
Designers know the context and desired outcomes of
the user and can design against these accordingly.
QA engineers know the essential use and test cases,
can prioritise better.
NEX T
Where to start
Conduct retrospective interviews with customers or
users who used your or your competitors’ offering.
Understand the jobs they tried to get done.
And start tweaking your product accordingly.
RECOMMENDATIONS
Address progress-
blocking forces,
foster forces that
promote progress
Embrace JTBD language
across silos to reduce
friction & improve
knowledge flow
Understand your
customers’ desired
outcomes
Don’t talk about
features, but how
your offering helps
getting jobs done
NEX T
Berlin JTBD Meetup
Check meetup.com for the upcoming event:
http://www.meetup.com/berlin-jobs-to-be-done-meetup/

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Designing products against customer jobs

  • 1. Designing products against customer jobs ProductTank Berlin #7: Lean UX July 22, 2015 • Hannes Jentsch & Martin Jordan
  • 2. BACKG RO UND Product, Innovation, Design H A N N E S J E N T S C H , Design & Innovation Consultant, Freelance @Kaffeertrinken M A R T I N J O R DA N , Experience design, HERE/Nokia @Martin_Jordan
  • 3. POINT O F VIEW Jobs-to-be-Done Framework in Context of Lean Approach Applied JTBD tools in lean environments for past 2 years at Nokia’s HERE JTBD tools help to formulate a minimal viable product that fits the customers’ jobs
  • 4. Who of you has used the Value Proposition Canvas? Who of you has investigated customers jobs? QUESTION Your JTBD experience
  • 5. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole! ” QUOTE — T H E O D O R E L E V I T T, American Economist Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
  • 6. FOCUS Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework: http://www.slideshare.net/ClementGenin/jobstobedone The product analysis, design and sale should focus on: developing the product asking what users want matching market trends understanding the jobs that users try to get done
  • 7.
  • 8. J OB Orientate in an unfamiliar area
  • 9.
  • 11.
  • 13. “Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job. ” QUOTE — C L AY C H R I S T E N S E N , Professor for Management Source: http://www.christenseninstitute.org/
  • 14. BELIEF Job-to-be-Done is a … Framework for developing & communicating product and services Mindset for understanding human behaviour, and why people switch from one offering to another Set of tools and methods for almost every part of the product development process
  • 15. Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Profits, and Quality’ by Ron Mascitelli APPLICATI ON In Lean Product Development
  • 16. Retrospective interviews Forces Customer Job Definition Customer Job Map Job Stories -----------------------> Consider- ation Set JTBD-based Marketing APPLICATI ON In Lean Product Development
  • 17. Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a specific solution. It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase. Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany. TOOLS & METHODS Retrospective Interviews First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming
  • 18. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 19. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 20. TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Entertaining in the evening
  • 21. TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Concert Friends Live Social Television Free Streaming Service Choice
  • 22. TOOLS & METHODS Customer Job Definition So called job statements can be used to describe a job-to-be-done. Key components of a job statement are an action verb, the object of the action, and clarification of the context in which the job is performed. e.g. ‘Clean clothes quickly’ or ‘Manage personal finances at home’ Jobs Gains Pains Resources: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
  • 23. Emotional / personal jobs Functional jobs Social jobs Kinds of jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 24. Retrospective interviews Forces Customer Job Definition Job Stories -----------------------> Consider- ation Set JTBD-based Marketing APPLICATI ON In Lean Product Development Customer Job Map
  • 25. Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany TOOLS & METHODS Customer Job Map
  • 26. For describing context, brief for idea, validating designs, measuring success When I want to So I can Situation Need Goal Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27. TOOLS & METHODS Job Stories
  • 27. When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and sync them whenever connected to a WiFi So I can I can share my photos with friends and family. TOOLS & METHODS Job Stories
  • 28. TOOLS & METHODS JTBD-based Marketing Taking not about your product features, but name the customers’ problems – so they know your offering is a solution worth hiring.
  • 29. TOOLS & METHODS JTBD-based Marketing Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers
  • 30. VALUE Benefits for all team members Product owners and managers know what kind of products they are developing and who they are competing with. Developers know the context of the product and its sprints, can prioritise better and see purpose. Designers know the context and desired outcomes of the user and can design against these accordingly. QA engineers know the essential use and test cases, can prioritise better.
  • 31. NEX T Where to start Conduct retrospective interviews with customers or users who used your or your competitors’ offering. Understand the jobs they tried to get done. And start tweaking your product accordingly.
  • 32. RECOMMENDATIONS Address progress- blocking forces, foster forces that promote progress Embrace JTBD language across silos to reduce friction & improve knowledge flow Understand your customers’ desired outcomes Don’t talk about features, but how your offering helps getting jobs done
  • 33. NEX T Berlin JTBD Meetup Check meetup.com for the upcoming event: http://www.meetup.com/berlin-jobs-to-be-done-meetup/