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Making
jobs-to-be-done
actionable
VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4
Hannes Jentsch,
Thomas Hütter,
Martin Jordan
Hannes Jentsch Martin JordanThomas Hütter
@kaffeetrinken @Martin_Jordan@tohu_
Hello
How to make jobs-to-be-done actionable?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
G R E AT I D E A
What is job-to-be-done?
A task you would hire a MBA guy for?
H A P PY C U STO M E R S
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“The best way to predict the future
is to invent it.”
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
— A L A N K AY
Co m p u t e r s c i e n t i s t
t i m e
yo u r s e r v i c e
c o m p et i t o r ’ s s e r v i c e
serviceperformance
c u s t o m e r
d e m a n d
T h e I n n ovat o r ’ s D i l e m m a , C l ay C h r i s t e n s e n , 1 9 97
The innovator’s dilemma
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
u n d e r s t a n d m a ke
What design can do
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
re a l
a b s t r ac t
u n d e r s t a n d m a ke
concepts
What design can do
JTBD
why? what?
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“What job did you hire that milkshake to do?”
— C L AY C H R I S T E N S E N
P ro fe s s o r o f e c o n o my
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Empathise with your users!
Customers don’t buy products or services.
They hire various solutions at various times
to get an array of jobs done.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Airbnb
feel like a local when on travel
!
JTBD: enjoy independent travel
!
≠ travel guide book, google, friends
Snapchat
worry-less sexting
!
JTBD: explore sexuality w/o
bullying
!
≠ whatsapp, skype, love letter
Groupon
deals/ cheaper prices
!
JTBD: get off your couch and do
something
!
≠ bars, cinema, sport
Milkshake
tasty drink/ milkshake
!
JTBD: breakfast and entertainment
during commute
!
≠ bagel, bananas and doughnuts
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
How do I make this actionable
in service development?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
re a l
a b s t r ac t
u n d e r s t a n d m a ke
What design can do
JTBD concepts?
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
team
briefing
it’s about the
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
p e r s o n a s
p ro f i l e s
ro l e s
s c e n a r i o s
u s e r j o u r n e y s
e m p a t hy m a p
u s e c a s e s u s e r r e s e a r c h
d at a a n a l y t i c s
c o m p et i t o r a n a l y s i s
i n fo r m at i o n a rc h i t e c t u re
t o p o l o g y m a p
t o p o l o g y m a p
what?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
why?
what!
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
fu n c t i o n a l
re l i a b l e
u s a b l e
m e a n i n g fu l
H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t e r s , 2 0 1 1
o b j e c t i ve
s u b j e c t i ve
The design challenge
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“If you can’t explain it simply,
you don’t understand it well enough.”
— A L B E R T E I N ST E I N
S c i e n t i s t
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Situation Needs Goal
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
Who
Where
When
What Why
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
causality
anxieties
motivations
intended
outcome
triggering
event
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
when
i am
commuting
to work
by car
to eat something that
lasts until lunch that I can
get fast and eat without
distraction from driving
I want
entertainment while
being stuck in traffic
I want
i am
commuting
to work
by car
when
start my
work without
being
hungry.
so I can
fight my
boredom.
so I can
2 job stories:
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Milkshake example
“breakfast and entertainment during commute”
“We frame every design problem in a Job,
focusing on the triggering event or situation,
the motivation and goal, and the intended
outcome.”
— PA U L A DA M S
V P o f P r o d u c t , I n t e r c o m
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Context
The context defines what is needed to perform a job
Getting from
home to the office
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
+ + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Context
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Situation
Raining outside
Need
Getting there
in time
Need
Staying
dry
Situation
Hellish hot outside
Goal
Getting to
the office
Goal
Getting to
the office
Need
Not getting
sweaty
Goal-directed task analysis
to investigate needs depending on situation & goals
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
I have to get
to the office
on crazily hot
on a summer
morning
When
to keep dry
instead of
getting sweaty
I want
arrive at the
office in style
So I can
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Exercise
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
EX E R C I S E
Making jobs-to-be-done
actionable
13 min
Write three jobs stories based on the same
job-to-be-done, yet in different contexts:
Situation 1:
Raining cats and dogs
Situation 2:
Small budget end of month
Situation 3:
Little time only
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Write it like in the 70s

Avoid today’s tech speak hinting
on solutions. Use yesterday’s
language instead.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Making jobs-to-be-done actionable
Preparing dinner for guests
Write three jobs stories based on the same job-to-be-done, yet in different contexts:
j o b - t o - b e - d o n e :
situation 1:
Raining cats and dogs
situation 2:
Small budget end of month
situation 3:
Little time only
When
I want
So I can
When
I want
So I can
When
I want
So I can
Tell your
job story
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Wrap-up
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“Job Stories are great because it makes
you think about motivation and context
and de-emphasizes adding any particular
implementation.”
— A L A N K L E M E N T
P ro d u c t d e s i g n e r
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Not a solution or an answer
to your problem, but to clarify
the original problem
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
• makes us think
• allows synthesises
• provides focus
• simple & sustainable
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Benefits
Understand and communicate the design task
Describe a real user’s need in context
Validate scope and design solutions
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Reading recommendations
Paul Adams:
‘The
Dribbblisation
Of Design’
Clayton
Christensen:
‘The
Innovator’s
Dilemma’
Alan
Klement:
‘A Jobs-to-
be-Done
primer’
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Get in
touch!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
Creative Commons – Attribution (CC BY 3.0)
Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von
Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux,
Stefano Vetere from the Noun Project

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Making jobs-to-be-done actionable / Service Design Drinks

  • 1. Making jobs-to-be-done actionable VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4 Hannes Jentsch, Thomas Hütter, Martin Jordan
  • 2. Hannes Jentsch Martin JordanThomas Hütter @kaffeetrinken @Martin_Jordan@tohu_ Hello
  • 3. How to make jobs-to-be-done actionable? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 4. G R E AT I D E A What is job-to-be-done? A task you would hire a MBA guy for? H A P PY C U STO M E R S Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 5. “The best way to predict the future is to invent it.” Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 — A L A N K AY Co m p u t e r s c i e n t i s t
  • 6. t i m e yo u r s e r v i c e c o m p et i t o r ’ s s e r v i c e serviceperformance c u s t o m e r d e m a n d T h e I n n ovat o r ’ s D i l e m m a , C l ay C h r i s t e n s e n , 1 9 97 The innovator’s dilemma Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 7. u n d e r s t a n d m a ke What design can do 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 8. re a l a b s t r ac t u n d e r s t a n d m a ke concepts What design can do JTBD why? what? 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 9. “What job did you hire that milkshake to do?” — C L AY C H R I S T E N S E N P ro fe s s o r o f e c o n o my Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 10. Empathise with your users! Customers don’t buy products or services. They hire various solutions at various times to get an array of jobs done. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 11. Airbnb feel like a local when on travel ! JTBD: enjoy independent travel ! ≠ travel guide book, google, friends Snapchat worry-less sexting ! JTBD: explore sexuality w/o bullying ! ≠ whatsapp, skype, love letter Groupon deals/ cheaper prices ! JTBD: get off your couch and do something ! ≠ bars, cinema, sport Milkshake tasty drink/ milkshake ! JTBD: breakfast and entertainment during commute ! ≠ bagel, bananas and doughnuts Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 12. How do I make this actionable in service development? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 13. re a l a b s t r ac t u n d e r s t a n d m a ke What design can do JTBD concepts? 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 14. team briefing it’s about the Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 15. p e r s o n a s p ro f i l e s ro l e s s c e n a r i o s u s e r j o u r n e y s e m p a t hy m a p u s e c a s e s u s e r r e s e a r c h d at a a n a l y t i c s c o m p et i t o r a n a l y s i s i n fo r m at i o n a rc h i t e c t u re t o p o l o g y m a p t o p o l o g y m a p what? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 16. why? what! Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 17. fu n c t i o n a l re l i a b l e u s a b l e m e a n i n g fu l H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t e r s , 2 0 1 1 o b j e c t i ve s u b j e c t i ve The design challenge Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 18. “If you can’t explain it simply, you don’t understand it well enough.” — A L B E R T E I N ST E I N S c i e n t i s t Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 19. Situation Needs Goal Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  • 20. Who Where When What Why Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  • 21. causality anxieties motivations intended outcome triggering event Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  • 22. when i am commuting to work by car to eat something that lasts until lunch that I can get fast and eat without distraction from driving I want entertainment while being stuck in traffic I want i am commuting to work by car when start my work without being hungry. so I can fight my boredom. so I can 2 job stories: Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Milkshake example “breakfast and entertainment during commute”
  • 23. “We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.” — PA U L A DA M S V P o f P r o d u c t , I n t e r c o m Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 24. Context The context defines what is needed to perform a job Getting from home to the office Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 25. + + + + + Situation M onday M orning Rain Alarm didn’t ring Usuallygone atthattim e Carin repair Context Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 26. Situation Raining outside Need Getting there in time Need Staying dry Situation Hellish hot outside Goal Getting to the office Goal Getting to the office Need Not getting sweaty Goal-directed task analysis to investigate needs depending on situation & goals Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 27. Job stories I have to get to the office on crazily hot on a summer morning When to keep dry instead of getting sweaty I want arrive at the office in style So I can Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 28. Exercise Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 29. EX E R C I S E Making jobs-to-be-done actionable 13 min Write three jobs stories based on the same job-to-be-done, yet in different contexts: Situation 1: Raining cats and dogs Situation 2: Small budget end of month Situation 3: Little time only Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 30. Write it like in the 70s
 Avoid today’s tech speak hinting on solutions. Use yesterday’s language instead. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 31. Making jobs-to-be-done actionable Preparing dinner for guests Write three jobs stories based on the same job-to-be-done, yet in different contexts: j o b - t o - b e - d o n e : situation 1: Raining cats and dogs situation 2: Small budget end of month situation 3: Little time only When I want So I can When I want So I can When I want So I can
  • 32. Tell your job story Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 33. Wrap-up Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 34. “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation.” — A L A N K L E M E N T P ro d u c t d e s i g n e r Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 35. Not a solution or an answer to your problem, but to clarify the original problem Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 36. • makes us think • allows synthesises • provides focus • simple & sustainable Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 37. Benefits Understand and communicate the design task Describe a real user’s need in context Validate scope and design solutions Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 38. Reading recommendations Paul Adams: ‘The Dribbblisation Of Design’ Clayton Christensen: ‘The Innovator’s Dilemma’ Alan Klement: ‘A Jobs-to- be-Done primer’ Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  • 39. Get in touch! servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin Creative Commons – Attribution (CC BY 3.0) Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux, Stefano Vetere from the Noun Project