Mapping The JobTo Be Done
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A job is more than a static goal or future state to reach: it’s a process that unfolds over time. Job mapping is a technique that lets you see the sequence of how people reach their primary objective. Building a job map is straightforward: from interviews, find the individual steps of getting the job done and group those into stages. Then, visualize the job so you can lead your team in a directed conversation. Where will you create value in the job process? How will you address unmet needs? In this talk, Jim Kalbach will show us the fundamentals of a key technique in JTBD: job mapping. There will be a hand-ons activity along with lots of discussion.
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Mapping The JobTo Be Done
- 2. @JimKalbach
- 3. Process need, unlike the other sources of innovation, does not start out with an event in the environment, whether internal or external. It starts out with the job to be done. - PETER DRUCKER. Innovation and Entrepreneurship (1985)
- 4. Process of Intent Predicts why people “hire“ a product or service
- 5. JTBD = technology independent and stable over time Listen to music
- 6. 1. JOB PERFORMER who 2. JOBS what 3. PROCESS how 4. NEEDS why 5. CIRCUMSTANCES when/where Person Objective Steps Success Criteria Situation
- 7. HIERARCHY OF JOBS Big Job Little Job Micro Job Aspiration Why? How?
- 8. SCENARIO You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that could eventually be used before, during and after an event. There are many aspects of events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started. Main Job Attend a conference Job Performer - Conference attendee
- 10. DON‘Ts Reference technology Indicate solutions Mention specific methods Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs ✓ Start with a verb ✓ Focus on outcome of a process ✓ Indicate context / granularity ✓ Represent user‘s perspective
- 11. EXERCISE: FORMULATE JTBD INSIGHT JTBD You learned that getting permission from a boss to attend a conference is a big hurdle People expressed that there are so many conferences these days, they don’t know which to attend You observed people taking photos of slides with a mobile phone Many people said that it’s hard to remember references while a presenter is speaking Attendees often complained about poor wifi at conference venues People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend
- 12. Beginning Middle End Define Locate Prepare Confirm Execute Monitor Modify Conclude
- 13. LAND EXPAND
- 14. LAND EXPAND
- 15. Q: Why did the chicken cross the road? A: To get to the other side.
- 17. EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.
- 18. PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb. PART 2 a. As a group, map your JTBD to “before,“ “during,“ and “after“ b. Then map the steps to more granular stages EXERCISE: CREATE JOB MAP
- 20. BEFORE DURING AFTER Decide Plan Prepare Attend Network Record Summarize Share
- 25. NEEDS
- 26. Minimize the time it takes to summarize notes from an event Minimize Reduce Lower Maximize Increase Raise Time Ability Effort Chances Likelihood DIRECTION UNIT QUALIFIER DESIRED OUTCOMES (=NEEDS) No “ands” or “ors”
- 27. 1. Minimize the time it takes to record notes 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? 2. Increase the likelihood of remembering sessions 1 2 3 4 5 6 7 8 9 10 Very low Very high
- 28. 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
- 33. Dan Olsen, The Lean Product Playbook