"Human-centered design is a philosophy, not a precise set of methods, but one that assumes that innovation should start by getting close to users and observing their activities." – Donald A. Norman, Co - founder of Nielsen Norman Group Any product or service hinges upon creating value for the customer. This value can be measured by understanding the 'job to be done'. Source: https://medium.com/@johari.gaurav/make-your-product-click-by-fulfilling-a-specific-job-product-innovation-f2e0d8566ab5

1. Customer-Centric
Approach to Product
Innovation: A Focus on
the 'Job to be Done'
January, 2024

2. • Shifting Focus: From Features to Jobs
• Transition to External Metrics
• Principles of Customer-Centric Innovation
• Implementing Human-Centered Design
• Exemplary 'Job-Focused' Innovations
• Visconti Pens: Beyond Basic Function
• Duolingo: Personalizing Learning Experience
• American Dolls: Storytelling & Learning History
• V8: A Cautionary Tale of Straying from Core Purpose
• Key Takeaways and Call to Action
Agenda

3. Move from internal metrics
like watch time or clicks to
external metrics that reflect
customer success, such as
retention, engagement, and
achievement of desired
outcomes.
Shift requires a deeper
understanding of customer
needs and motivations.
Shifting Focus: From Features to Jobs
Instead of focusing on
product features, understand
the underlying purpose or
'job' customers want to
accomplish with the product.

4. Transition to External Metrics
• Previously, the company focused on internal metrics
like watch time or clicks.
• The article suggests a shift to external metrics that
reflect customer success, such as retention,
engagement, and achievement of desired outcomes.
Internal vs. External Metrics
• The focus on external metrics realigns the product
strategy to prioritize what customers truly value and
need.
• This shift directly supports the 'jobs to be done'
framework by emphasizing customer success as the
ultimate goal.
Implications for Product Focus

5. Human-centered design, which values
understanding deeper customer needs
through observation and research, is
essential for customer-centric innovation.
Understanding that customers have
diverse needs and motivations is crucial.
Principles of Customer-Centric Innovation
Businesses need to shift focus from
internal to external metrics, measuring
customer success and achievement of
desired outcomes.
The personalized approach of tailoring
offerings to specific segments or
individuals is key to success in
customer-centric innovation.

6. Benefits of Human-Centered
Design
Understanding the importance
of human-centered design in
product innovation and the
value of addressing unmet
customer needs.
Value of Human-Centered
Design
Approach and Research
Implementing Human-Centered Design
The process of observation and
research in human-centered
design, and how it leads to
insights for creating innovative
solutions.
How human-centered design
leads to improved user
experiences, addressing deeper
customer needs, and creating
more impactful products.

7. Exemplary 'Job-Focused' Innovations
Example focusing on Duolingo's personalized learning experience
based on user profiles and goals.
Visconti pens as an example of how a product can go beyond its
basic function (writing) to fulfill a deeper need for self-expression
and social status.
Duolingo Example
Visconti Pens
Example
American Dolls
Example
How American Dolls address a deeper need for children to learn
about history and connect with diverse characters through
storytelling.

8. Visconti Pens: Beyond Basic
Function
● Visconti pens are presented as an example of how a product
can go beyond its basic function, in this case, writing, to
fulfill a deeper need for self-expression and social status.
● The unique design and craftsmanship of Visconti pens not
only serve a functional purpose but also appeal to
customers as a form of personal expression and luxury.
● Visconti's focus on the emotional aspect of the product
establishes a strong connection with customers,
showcasing the value of addressing deeper customer
needs.
The Power of Self-Expression and Social Status

9. Duolingo: Personalizing Learning
Experience
● Duolingo provides a personalized learning experience based on
user profiles and goals.
● The platform tailors language learning to individual needs,
improving customer success.
● By focusing on the specific job to be done by the user, Duolingo
creates a more meaningful and impactful product.
Personalized Learning Experience

10. American Dolls: Storytelling & Learning
History
● The article showcases how American Dolls address a deeper need
for children to learn about history and connect with diverse
characters through storytelling.
● The personalized approach of American Dolls to offer unique and
tailored experiences for each customer demonstrates a strong
understanding of the “jobs” their customers need to get done.
● By focusing on the emotional and educational aspects, American
Dolls create a more meaningful connection with their customers,
showcasing the power of job-focused innovation.
Example of Job-Focused Innovation

11. V8: A Cautionary Tale of Straying from Core Purpose
• V8's expansion into snack foods and other
beverages moved the focus away from its core value
proposition of providing vegetable-based nutrition.
• The brand's original job to be done of offering a
healthy, vegetable option was overshadowed by
unrelated product lines.
Expansion Without Purpose
• Customers were confused by the diversification,
leading to a decline in brand identity and customer
loyalty.
• The company's new products failed to address the
original 'job' that customers hired V8 to do, further
impacting their market position.
Impact on Customer Perception

12. Understanding the 'job to be done' leads to more
meaningful product innovation, resonating with the
target audience.
Key Takeaways and Call to Action
Focusing on customer needs and motivations
leads to more successful products and customer
impact.
Stay close to the core purpose and values
Embracing job-focused metrics and prioritizing
customer success are crucial for impactful product
innovation.