Mind the gap_with_jtbd_thomas_froehlich

Thomas Fröhlich | May 2018
Thomas Fröhlich
Designer, IBM Services, Watson IoT Industry Lab
@tohu_

4 Thomas Fröhlich | February 2018
Today
My Last 10 Years
Business Design
Design Management
Product Design
Animation Design
Design Education

A Designer
enjoying to make
the world a better place
by enabling clients to craft
really good experiences.

HERE Library | 2015.01.29 | by Thomas Hütter | Company conﬁdential
10
Bahnhof Lüdenscheid/ Kim Kaiser

11
Australia / Twitter

12
Australia / Youtube

The 12 knights of the round table

The Squiggle by Damien Newman

Jenga players
wikipedia: Jenga https://www.youtube.com/watch?v=JFVg9ChOixY

'Mine' sayers
Finding Nemo https://www.youtube.com/watch?v=p-3e0EkvIEM

corporate amnesia
Asterix & Obelix: The Place that sends you mad https://www.youtube.com/watch?v=JtEkUmYecnk

Thomas Fröhlich | February 2018Thomas Fröhlich | May 2018

22 Thomas Hütter | September 2015
symbian symbian meego windows nokia xasha samsung
full-touch5-way
MeeGo Windows Phone Asha Nokia X Android iOS
Windows
Symbian

public transport directions (=walk + pt)
map
context
detail
NOKIA DRIVE
dragortap
tap from or to
if drive selected
as transp mode
tap object
longtap
back
place page
search + recent search + suggestions
pan & scan
+ open address page
maps
placessearch results
address page
favourites
public transport page
search
search
places
favourites
NOKIA MAPS
longtap
dragortap
dragortap
not in the stack
dragortap
dragortap
tap item
directions
back
tap item
tap object tap object tap object tap object tap objecttap object
tap item
search search
tap fire key
or suggestion
pan & scan
+ open address page longtap
back&
showonmapbackback=exit
share
save
call
open in web
send mail
upload a picture
write a review

Thomas Fröhlich | May 2018Thomas Fröhlich | May 2018
Illustration by Kerstin Michaelis

map view
maps settings
account settingssupport
favorites
walk
search
livecaster
premium
service grid
2
1
exit?
blub
delete?
B
?
A
menu
service cluster
screen cluster
screen
detail container
artefacts
home on LSK
action
action
action path
condition
action
action
deleting...
deleted!
...
ABC
blub
screen with timeout
process
notification
radio button list
all variations of one screen
custom implementation of native notification
from options menu, context-sensitive menu, dialogue menu, on screen
indication pop-up
pop-up with timeout
in settings
via LSK "options"
via onscreen button or choice from option menu
action directs on same screen
the entry point to the screen is cruscial for the tap path
blub
tap path
blub
blub
OVI MAPS 3.03
092027
drive
route planner
my position
map 1
(menu - search)
map 5
point me
to
(menu -
search)
menu
map 2
(select -
back)
send?
messenge
r
messenge
r
messenge
r
sending...
delete?
deleted!
save?
saved!
map 3
jumpnav
(menu -
list)
calling...
end call!
menu
map 4
jumpnav
(menu -
back)
menu
drive
set destination
set destination/
drive search
entry
point?
redefine
home
entry
point?
redefine
home drive/walk
entry
point?
redefine
home
set destination
redefine
home
my position
walk/drive
add to route
entry
point?
entry
point?
other
send?
messenge
r
messenge
r
messenge
r
sending...
service grid
walk
favorites
drive
navigation
3D
walk
navigation
2D
events
lonely planet
michelin
stop?
places 3
(menu -
map)
saved
routes
organise
collections create collection?
created!
ovi login?
synchronise
logging in...
synching...
synched!
create?created!
check 2 add
ok 2 save
send?
messenge
r
messenge
r
messenge
r
sending...
rename?
icon?
delete?
deleted!
route
overview
simulation
mode
save?saved!
help
online
help
exit?
home
home
destination?
settings
support
account
2D
3D
satellite
terrain
walk
overview
dashboard
helponline
help
save?
saved!
night mode
volume
zoom in
zoom out
repeat
different route
my position
reset all
reset
exit?
help
4 address
search
search by
coordinates
address
book
editing options
writing language?
help
online
help
exit?
cut
copy
search
disclaimer
nokia
account livecaster
facebook
account
change username?
change password?
connecting...
settings sign out?
remove account?
removing...
personal
informatio
n
security
settings
login automatically yes/no
first name
last name
date of
birth
gender
email
phone
number
contact
method
current psw?
verifying...
new psw?
verify psw?
synchronising...
psw changed!
remove account?
removing credentials
exit?
exit?
exit?
internet
Navigation
Synchroni
sation
Map
Network
destinatio
n
Connectio
n
Roaming
warning
Time
indicatior
Automatic
zoom
Backlight
walk
guidance
Drive
guidance
home
location
train ferrytoll road
ferry
tunnel
route
selection
motorway
preferred
route
ferry
system of
measurem
ent
maximum
memory
use
memory to
be used
categories
synchronis
ation
at start-up and shut-d.
manual
metric
imperial
F: Memory Card
E: Mass memory
10-100% slider
category 26
category 1
...
optimised
shorter route
faster route
trigger
above 80
km/h
trigger
below 80
km/h
time of arrival
travel time
off
on
system default
optimised
always on
redefine?
...
English (UK) - with stree...
beeps and vibrations
afrikaans - female
urdu - female
...
off
on
internet
...
online
offline
Traffic info
update
every 40 minutes
every 20 minutes
every 10 minutes
every 5 minutes
Manual Reroute
due to
traffic
Always ask
Automatic
Safety
spot
warner
Off
Only visual
On
no
yes
no
yes
no
yes
no
yes
no
yes
straight line
streets
no
yes
save?
my position
search
1 - 30 km/h
Speed
limit
warner
on off
Speed
limit
warner
unmark
mark
1 - 30 km/h
menu
menu
menu
menu
menu
menu
menu
menu
menu
1
search + category
(menu - map)
2
search +
category
(menu -
back)
menu
menu
lifecaster
finding locations...
nearby
locations
list
what are u
up to?
add photo?
camera
gallery
sharing location...
share
location
location shared...
updating location...
update
location
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
menu
moviesmovies
categories
moviesmovies
event
detail
page
moviesmovies
location
detail
page
call?
messenge
r
browser
mail
go online view full description
view other venues
change/select date?
change
location
enter city
searching...
later (more)
loading...
moviesmovies
categories
landing page promo
further away (more)
moviesmovies
city guide
choose/select topic?
moviesmovies
categories
change/select order?
further away (more)
loading...
loading...
menu
menu
menu
menu
menu
menu
weather
moviesmoviesdetail
page
menu
detail cont
1
detail cont
2
(options
inside)
menu
menu
menu
calling...
end call!
sending...
close!
route
settings
Route
menu
exit?
help
online
help
traffic info
help
update
results 1
(menu -
map)
results 3
(select -
back)
results 2
(menu -
back)
menumenu
category
search 2
(select -
back)
category
search 1
(menu -
back)
menu
sub categ.
2
(select -
back)
sub categ.
1
(menu -
back)
menu
history 1
(menu -
map)
history 2
(select -
back)
menu
places 2
(menu -
map)
places 1
(select -
back)
menu
transport
mode
drive walk
transport
mode
quickstart
p1
FAQ
FeedbackAbout
terms &
conditions
quickstart
p2
menu
menu
menu
menu
menu
save?
saved!
rate
menu
submit
thank you
report this
place
does not
exist
anymore
report
submitted
wrong
location
select
country
streetname
number
postcode
city
country
incorrect
informatio
n
name
phone
fax
email
categ. 2
category
subcateg.
2
place
inappropri
ate
submit
submit
submit
spam /
sexual /
privacy /
violent
menu
menu
menu
menu
menu
menu
menu
menu
options
flick 2 change view
drive
navigation
2Ddrive
navigation
arrows
drive
navigation
overview
my position
entry
point?
route 1
route 2
delete
route point
clear route? route 1
(show
route -
cancel)
route 2
(options -
back)
exit?
help
online
help
save?
saved!
skip route point
add route point?
my position
edit route point
route 2
move
mode
route 1
move
mode
add
route point
toolbox
map view
satellite view
terrain view
landmarks
perspective
mode
off
on
3D
2D
night
day
update colaction
from search
walk/drive
add to route

Job to be done
How the experience
gets the user’s job
done.
Architecture
How the experience is
assembled and what
it’s made of.
Aesthetics
How the experience
looks, moves and
sounds.
Interaction
How the user uses the
experience.
tangible
intangible
4
3
2
1

•
Nokia Internal Use Only
show where I am,
what’s around and
how to get there.
Make me feel like local, wherever I travel.
Foto by Tracy Rolling

process

32 Thomas Fröhlich | May 2018
Design Phases
Product Development Process
CVP themes epics user stories
polished & even
stable
drawer
elegant
tabletop
base
legs
chop
cut
shape
sand
bend
ﬁt select
paint
lets you write letters without a
pad and store your stationary. Is
small & sexy right at the window.
7 6 5
43210 alphabetareleasemaintenance
retirement
combine
X
birth
themes done
epics done
MeeGo
s60

Double Diamond | British Design Council

discover
deﬁne
develop
deliver
double diamond: British Design Council

discover
deﬁne
develop
deliver
thinking making

Thomas Fröhlich 2018
make
abstract
understand
real
Discover
Deﬁne Experiment
Experience

Jobs to be done

https://blog.intercom.com/the-dribbblisation-of-design/

https://blog.intercom.com/accidentally-invented-job-stories/

http://www.alanklement.com/

https://jtbd.info/know-the-two-very-diﬀerent-interpretations-of-jobs-to-be-done-5a18b748bd89

“What job did you hire
that milkshake for?”
— C l ay C h r i s te n s e n

Customers don’t buy products
or services. They hire various
solutions at various times to
get an array of jobs done.
“
Clay Christensen

t i m e
y o u r s e r v i c e
c o m p e t 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
the innovator’s dilemma
W h e n c u s t o m e r s s w i t c h
The Innovator’s Dilemma, Clay Christensen, 1997

re a l
a b s t ra c t
u n d e r s t a n d m a ke
better taste
better design
more options

re a l
a b s t ra c t
Reframe
jobs-to-be-done
understand the job,
events and forces that led
the user to hire this product

re a l
a b s t ra c t
Address
user needs
understand the job,
events and forces that led
the user to hire this product
Reframe
jobs-to-be-done
thick -
morning commuter
substantial & easy to buy
small -
evening children
fast to consume

Airbnb
‘feel like a local when on travel’
-> independent travel / individualism
Competition: travel guide book, Google,
asking friends,
Snapchat
‘sending content under control’
-> exploring sexuality w/o bullying
Competition: love letter, Skype, secret
spots (hotels)
Groupon
‘getting deals / cheaper prices’
-> get off your couch
Competition: TV, organising a
happening, bars, travel agency,
Milkshake
‘having a tasty drink’
-> breakfast and entertainment during
commute
Competition: bagel, bananas and
doughnuts

From the Jobs-to-be-done Handbook by Chris Spiek & Bob Moesta

PUSH PULL
INERTIA ANXIETY
SWITCHING
CURRENTPRODUCT
NEWPRODUCT
PROBLEMSWITH
CURRENTPRODUCT
BENEFITSOF
NEWPRODUCT
EXISTINGHABITS
&SWITCHINGCOSTS
WORRIESABOUT
NEWPRODUCT
Jobs-to-be-done Handbook | Chris Spiek & Bob Moesta | Illustration Aarron Walter

FUNCTIONAL
1
EMOTIONAL
2
SOCIAL
3
ODI | Ulwick | Illustration Aarron Walter

DON’T GUESS

FIND OUT!
From the Jobs-to-be-done Handbook by Chris Spiek & Bob Moesta

“If you can’t explain it
simply, you don’t
understand it well enough”
— A l b e r t E i n s te i n

IBM Hill Statement

© 2017 IBM Corporation || IBM Design
How to
build a Hill
H I L L S
Who 
Specific user or class of users.

What 
Specific user enablement.

Wow 
Specific and differentiating value to the user.

IBM Design :: IBM Confidential :: ©2016 IBM Corporation
Hills
Epics
User Story
Epics
User Story User Story User StoryNeed
Statements

job story

From Alan Klement based on Dribblisation of Design by Intercom

Product
JTBD
Job Story Job StoryJob Story
User Story
User Story
User Story
User Story
User Story
User Story
User Story
User Story
User Story

Job stories
are describing
the what & why,
the problem,
the job to be done,
never the how!

Search
50 px
30 px
Search
50 px
30 px
Search
50 px
30 px
6
MONDAY MORNING
I do have other
5 minutes...
UH,need
to rush to
the shower...
it seems that trains are on
time ... The yellow train just
before mine ...
I have 8 minutes ...
She needs to be sure she wakes up on time to al -
low time to shower before work
She needs to know if there is any variation to the norm in oder to know the length of the train journeys
to calculate when to leave her house and what time she arrives at work
Café
!"#$%&''' &%()$*%*+''' ,+%&%-)$'''
( (
7 6 5PDP Gates

When I
have am on my way
to a place which I'm
not familiar with and
the bus suddenly got
stuck in traﬃc
So I can get to my
appointment right in
time without any
stress.
I want
to be able to leave
the bus
get an alternative PT
oﬀered
Situation Need Goal
and some guidance
how to reach the PT
as I am not knowing
the area
Alternative Route to known destination
goalneedsituation need

When I
have am on my way
to a place which I'm
not familiar with and
the bus suddenly got
stuck in traﬃc
So I can get to my
appointment right in
time without any
stress.
I want
to be able to leave
the bus
get an alternative PT
oﬀered
Situation Need Goal
and some guidance
how to reach the PT
as I am not knowing
the area
Alternative Route to known destination
goalneedsituation need
anxieties
motivations
intended
outcome
triggering
event desire

Ask users & cluster insights
(event
happens)
(anxieties,
motivation
or desire)
(outcome)

start with situation
1
(event
happens)
(anxieties,
motivation
or desire)
(outcome)

identify related outcome
1
(event
happens)
(anxieties,
motivation
or desire)
(outcome)
2

resolve causality
1
(event
happens)
(anxieties,
motivation
or desire)
(outcome)
23

(event
happens)
When…, I want…, So I can…
(this, this
and that)
(outcome)
write sentences

Situation Needs Goals

?
?

1.
2.

Job Board developed by Antje Friedrich-Engel, Anja Riedelsheimer, Nicola Plaisant, Thomas Fröhlich

JTBD reminds us about why customers switch.
Job Story describes real user needs in context
Job Boards bridge to agile development
practices and enable scope validation and
learning

ﬁn
Thank you!

Mind the gap_with_jtbd_thomas_froehlich

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