SlideShare a Scribd company logo
Applying Jobs-to-be-done 
to UX Strategy 
Jim Kalbach 
Sept 2014
@JimKalbach 
Principal UX Designer Citrix 
LIS DegreeRutgers University 
#jtbd
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
The job, not the customer, 
is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. 
CLAYTONCHRISTENSENet al. 
“Marketing Malpracitce,“ HBR2005
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts
1. Understand Users 
39 interviews/observations 
68 hours ofaudio 
1,488 pages of text 
793,281 words 
1,716 descretetasks
Indi Young, Mental Models. Rosenfeld Media, 2008. 
A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. 
2. MapJTBD
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Find Photos
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Goal Space Find Photos 
Tower 
Tasks
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
File Transfer Search 
Mobile App 
Goal Space Find Photos 
Tower 
Tasks 
Support
2. MapJTBD
Tasks, towers, goals 
= 
JTBD 
Support 
Features 
Products 
Services 
2. MapJTBD
Map Future Concepts
3. IdentifyOpportunites 
TONYULWICK
Importance
Satisfaction 
Importance
Satisfaction 
Importance
Minimize my effort to find photos on my computer 
Desired Outcomes Statements
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Direction
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort 
Direction 
Unit
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort 
Direction 
Unit 
Qualifier or action
Minimize my effort to find photos on my computer 
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? 
Desired Outcomes Survey
Calculate Opportunity Scores 
9 
Importance 
3 
Satisfaction 
Satisfaction Gap 
6 
Importance + Satisfaction Gap = Opportunity score 
9 +6 = 15
4. Align Efforts
Do 1st 
Do 2nd 
4. Align Efforts 
Do last
“It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” 
PRODUCTLEAD
a. Concepts 
b. Messaging 
c. Differentiators 
Outcomes
a. Concepts 
Desired Outcomes as heuristics: does the concept help or hurt?
b. Messaging 
Shift language to reflect JTBD 
BEFORE 
Our automated photo indexing is the best in the industry 
AFTER 
Find photos on your computer with less effort thanks to our smart indexing
c. Differentiators 
Performance 
JTBD 
Us 
Them 1 
Them 2
“The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” 
Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007 
SCOTTCOOK 
FounderofIntuit
[On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met. 
The End ofCompetitiveAdvantage, 2013 
RITAGUNTHERMCGRATH
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts 
5.Redefinemarkets
Danke schön 
@JimKalbach

More Related Content

What's hot

UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
UX STRAT
 
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRATUX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT
 
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets RhythmUX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
UX STRAT
 
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be StrategicUX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT
 
From Design Thinking to Design Doing
From Design Thinking to Design Doing From Design Thinking to Design Doing
From Design Thinking to Design Doing
Intuit Inc.
 
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
UX STRAT
 
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
Business of Software Conference
 
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT
 
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
UX STRAT
 
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT
 
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
UX STRAT
 
UX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
UX STRAT Europe 2018: Dr. Eva Deckers, Philips DesignUX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
UX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
UX STRAT
 
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
UX STRAT
 
Crafting Experience Strategy
Crafting Experience StrategyCrafting Experience Strategy
Crafting Experience Strategy
Cathy Wang
 
Top 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW MeetupTop 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW Meetup
Jeremy Johnson
 
UX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
UX STRAT Online 2021 Presentation by Angel Brown, Digitas HealthUX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
UX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
UX STRAT
 
UX STRAT Europe 2015 - UX Strategy: today and tomorrow
UX STRAT Europe 2015 - UX Strategy: today and tomorrowUX STRAT Europe 2015 - UX Strategy: today and tomorrow
UX STRAT Europe 2015 - UX Strategy: today and tomorrow
Tim Loo
 
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
UX STRAT
 
UX STRAT Europe 2021: Angel Brown, Digitas Health
UX STRAT Europe 2021: Angel Brown, Digitas HealthUX STRAT Europe 2021: Angel Brown, Digitas Health
UX STRAT Europe 2021: Angel Brown, Digitas Health
UX STRAT
 
UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
UX STRAT Online 2021 Presentation by Vikas Vaishnav AutodeskUX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
UX STRAT
 

What's hot (20)

UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"
 
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRATUX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
UX STRAT 2013: Josh Seiden, Lean UX + UX STRAT
 
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets RhythmUX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
 
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be StrategicUX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
 
From Design Thinking to Design Doing
From Design Thinking to Design Doing From Design Thinking to Design Doing
From Design Thinking to Design Doing
 
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behin...
 
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
BoSUSA18 |Bruce McCarthy | Say No With Confidence: How To Tell The Great Idea...
 
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
 
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?
 
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind On...
 
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
UX STRAT 2014: Jon Kolko, "Well Designed: Bringing Design Thinking to Product...
 
UX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
UX STRAT Europe 2018: Dr. Eva Deckers, Philips DesignUX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
UX STRAT Europe 2018: Dr. Eva Deckers, Philips Design
 
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
UX STRAT Europe 2017: Andrea Picchi: “Embedding Design Thinking At Sony To Ac...
 
Crafting Experience Strategy
Crafting Experience StrategyCrafting Experience Strategy
Crafting Experience Strategy
 
Top 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW MeetupTop 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW Meetup
 
UX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
UX STRAT Online 2021 Presentation by Angel Brown, Digitas HealthUX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
UX STRAT Online 2021 Presentation by Angel Brown, Digitas Health
 
UX STRAT Europe 2015 - UX Strategy: today and tomorrow
UX STRAT Europe 2015 - UX Strategy: today and tomorrowUX STRAT Europe 2015 - UX Strategy: today and tomorrow
UX STRAT Europe 2015 - UX Strategy: today and tomorrow
 
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
UX STRAT USA 2019: Rina Tambo Jensen, Mozilla
 
UX STRAT Europe 2021: Angel Brown, Digitas Health
UX STRAT Europe 2021: Angel Brown, Digitas HealthUX STRAT Europe 2021: Angel Brown, Digitas Health
UX STRAT Europe 2021: Angel Brown, Digitas Health
 
UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
UX STRAT Online 2021 Presentation by Vikas Vaishnav AutodeskUX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
 

Viewers also liked

UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
UX STRAT
 
UX STRAT 2014: Fabio Sergio, "Design for Impact"
UX STRAT 2014: Fabio Sergio, "Design for Impact"UX STRAT 2014: Fabio Sergio, "Design for Impact"
UX STRAT 2014: Fabio Sergio, "Design for Impact"
UX STRAT
 
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
UX STRAT
 
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience MapUX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
UX STRAT
 
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
UX STRAT
 
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
UX STRAT
 
"Designing digital products for kids" por @karinai
"Designing digital products for kids" por @karinai"Designing digital products for kids" por @karinai
"Designing digital products for kids" por @karinai
webcat
 
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
Joshua Seiden
 
"Continuous Deployment" por @fredfigueiredo
"Continuous Deployment" por @fredfigueiredo"Continuous Deployment" por @fredfigueiredo
"Continuous Deployment" por @fredfigueiredo
webcat
 
"How to write better User Stories" por @jrhuerta
"How to write better User Stories" por @jrhuerta"How to write better User Stories" por @jrhuerta
"How to write better User Stories" por @jrhuerta
webcat
 
A Designer's Introduction to Lean Startup
A Designer's Introduction to Lean StartupA Designer's Introduction to Lean Startup
A Designer's Introduction to Lean Startup
Joshua Seiden
 
User Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
User Experience in a Rapidly Changing World, for ISA '13, Recife BrazilUser Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
User Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
Joshua Seiden
 
User Experience in a Rapidly Changing World
User Experience in a Rapidly Changing WorldUser Experience in a Rapidly Changing World
User Experience in a Rapidly Changing World
Joshua Seiden
 
Lean UX for Agile Teams
Lean UX for Agile TeamsLean UX for Agile Teams
Lean UX for Agile Teams
Joshua Seiden
 
Talking To Your Boss About Lean UX
Talking To Your Boss About Lean UXTalking To Your Boss About Lean UX
Talking To Your Boss About Lean UX
Jeff Gothelf
 
Continuous Learning and Delivery @ DPM Summit 2013
Continuous Learning and Delivery @ DPM Summit 2013Continuous Learning and Delivery @ DPM Summit 2013
Continuous Learning and Delivery @ DPM Summit 2013
Joshua Seiden
 
Replacing Requirements with Hypotheses
Replacing Requirements with HypothesesReplacing Requirements with Hypotheses
Replacing Requirements with Hypotheses
Joshua Seiden
 
Beyond Brainstorming: Idea-Finding for Innovation
Beyond Brainstorming: Idea-Finding for InnovationBeyond Brainstorming: Idea-Finding for Innovation
Beyond Brainstorming: Idea-Finding for Innovation
Joshua Seiden
 
Lean UX + UX Strat, from UX Strat conference, September 2013
Lean UX + UX Strat, from UX Strat conference, September 2013Lean UX + UX Strat, from UX Strat conference, September 2013
Lean UX + UX Strat, from UX Strat conference, September 2013
Joshua Seiden
 
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
Joshua Seiden
 

Viewers also liked (20)

UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...
 
UX STRAT 2014: Fabio Sergio, "Design for Impact"
UX STRAT 2014: Fabio Sergio, "Design for Impact"UX STRAT 2014: Fabio Sergio, "Design for Impact"
UX STRAT 2014: Fabio Sergio, "Design for Impact"
 
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
UX STRAT USA 2016 Workshop: Jim Kalbach, "Mapping Experiences"
 
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience MapUX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map
 
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
UX STRAT 2013: Aline Baeck, BEYOND WIREFRAMES How User Experience Methods Ca...
 
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
UX STRAT USA: Dr Jeffrey Onken, "Experience Mapping UX Change Management In L...
 
"Designing digital products for kids" por @karinai
"Designing digital products for kids" por @karinai"Designing digital products for kids" por @karinai
"Designing digital products for kids" por @karinai
 
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
 
"Continuous Deployment" por @fredfigueiredo
"Continuous Deployment" por @fredfigueiredo"Continuous Deployment" por @fredfigueiredo
"Continuous Deployment" por @fredfigueiredo
 
"How to write better User Stories" por @jrhuerta
"How to write better User Stories" por @jrhuerta"How to write better User Stories" por @jrhuerta
"How to write better User Stories" por @jrhuerta
 
A Designer's Introduction to Lean Startup
A Designer's Introduction to Lean StartupA Designer's Introduction to Lean Startup
A Designer's Introduction to Lean Startup
 
User Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
User Experience in a Rapidly Changing World, for ISA '13, Recife BrazilUser Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
User Experience in a Rapidly Changing World, for ISA '13, Recife Brazil
 
User Experience in a Rapidly Changing World
User Experience in a Rapidly Changing WorldUser Experience in a Rapidly Changing World
User Experience in a Rapidly Changing World
 
Lean UX for Agile Teams
Lean UX for Agile TeamsLean UX for Agile Teams
Lean UX for Agile Teams
 
Talking To Your Boss About Lean UX
Talking To Your Boss About Lean UXTalking To Your Boss About Lean UX
Talking To Your Boss About Lean UX
 
Continuous Learning and Delivery @ DPM Summit 2013
Continuous Learning and Delivery @ DPM Summit 2013Continuous Learning and Delivery @ DPM Summit 2013
Continuous Learning and Delivery @ DPM Summit 2013
 
Replacing Requirements with Hypotheses
Replacing Requirements with HypothesesReplacing Requirements with Hypotheses
Replacing Requirements with Hypotheses
 
Beyond Brainstorming: Idea-Finding for Innovation
Beyond Brainstorming: Idea-Finding for InnovationBeyond Brainstorming: Idea-Finding for Innovation
Beyond Brainstorming: Idea-Finding for Innovation
 
Lean UX + UX Strat, from UX Strat conference, September 2013
Lean UX + UX Strat, from UX Strat conference, September 2013Lean UX + UX Strat, from UX Strat conference, September 2013
Lean UX + UX Strat, from UX Strat conference, September 2013
 
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
 

Similar to UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"

Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX Strategy
Jim Kalbach
 
UX Strategy
UX StrategyUX Strategy
UX Strategy
Fredrik Torstensson
 
UX Strategy and Jobs To Be Done
UX Strategy and Jobs To Be DoneUX Strategy and Jobs To Be Done
UX Strategy and Jobs To Be Done
Jim Kalbach
 
Manage work
Manage workManage work
Manage work
Sarun Saetiao
 
Jason Moore - Interaction design in enterprise teams
Jason Moore - Interaction design in enterprise teamsJason Moore - Interaction design in enterprise teams
Jason Moore - Interaction design in enterprise teams
roblund
 
Building real things for real people 2009
Building real things for real people 2009Building real things for real people 2009
Building real things for real people 2009
Justin Ferrell
 
Secrets of going codeless - How to build enterprise apps without coding
Secrets of going codeless - How to build enterprise apps without codingSecrets of going codeless - How to build enterprise apps without coding
Secrets of going codeless - How to build enterprise apps without coding
Newton Day Uploads
 
Enterprise 2.0: The new face of CRM
Enterprise 2.0: The new face of CRMEnterprise 2.0: The new face of CRM
Enterprise 2.0: The new face of CRM
Dipock Das
 
Info 2670-Group 3-Project Report.pdf
Info 2670-Group 3-Project Report.pdfInfo 2670-Group 3-Project Report.pdf
Info 2670-Group 3-Project Report.pdf
MichaelaGraham2
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?
Graham O'Connor
 
Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdfJobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
Mark Opanasiuk
 
Pydata Chicago - work hard once
Pydata Chicago - work hard oncePydata Chicago - work hard once
Pydata Chicago - work hard once
Ji Dong
 
SRC101 Introduction to Search #365EDUCon
SRC101 Introduction to Search #365EDUConSRC101 Introduction to Search #365EDUCon
SRC101 Introduction to Search #365EDUCon
Kanwal Khipple
 
Design Simple but Powerful application
Design Simple but Powerful applicationDesign Simple but Powerful application
Design Simple but Powerful application
Jim Liang
 
Data-Driven Design for User Experience
Data-Driven Design for User Experience Data-Driven Design for User Experience
Data-Driven Design for User Experience
Emi Kwon
 
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
Blend Interactive
 
Next Generation BI: current state and changing product assumptions
Next Generation BI: current state and changing product assumptionsNext Generation BI: current state and changing product assumptions
Next Generation BI: current state and changing product assumptions
mark madsen
 
IoT Product Design and Prototyping
IoT Product Design and PrototypingIoT Product Design and Prototyping
IoT Product Design and Prototyping
Dr. Shivananda Koteshwar
 
Introduction to Microsoft Search #SRC101 #365EduCon 20211214
Introduction to Microsoft Search #SRC101 #365EduCon 20211214Introduction to Microsoft Search #SRC101 #365EduCon 20211214
Introduction to Microsoft Search #SRC101 #365EduCon 20211214
Kanwal Khipple
 
Introduction to Search #m365chicago
Introduction to Search #m365chicagoIntroduction to Search #m365chicago
Introduction to Search #m365chicago
Kanwal Khipple
 

Similar to UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy" (20)

Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX Strategy
 
UX Strategy
UX StrategyUX Strategy
UX Strategy
 
UX Strategy and Jobs To Be Done
UX Strategy and Jobs To Be DoneUX Strategy and Jobs To Be Done
UX Strategy and Jobs To Be Done
 
Manage work
Manage workManage work
Manage work
 
Jason Moore - Interaction design in enterprise teams
Jason Moore - Interaction design in enterprise teamsJason Moore - Interaction design in enterprise teams
Jason Moore - Interaction design in enterprise teams
 
Building real things for real people 2009
Building real things for real people 2009Building real things for real people 2009
Building real things for real people 2009
 
Secrets of going codeless - How to build enterprise apps without coding
Secrets of going codeless - How to build enterprise apps without codingSecrets of going codeless - How to build enterprise apps without coding
Secrets of going codeless - How to build enterprise apps without coding
 
Enterprise 2.0: The new face of CRM
Enterprise 2.0: The new face of CRMEnterprise 2.0: The new face of CRM
Enterprise 2.0: The new face of CRM
 
Info 2670-Group 3-Project Report.pdf
Info 2670-Group 3-Project Report.pdfInfo 2670-Group 3-Project Report.pdf
Info 2670-Group 3-Project Report.pdf
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?
 
Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdfJobs To Be Done - framework explained by Mark Opanasiuk.pdf
Jobs To Be Done - framework explained by Mark Opanasiuk.pdf
 
Pydata Chicago - work hard once
Pydata Chicago - work hard oncePydata Chicago - work hard once
Pydata Chicago - work hard once
 
SRC101 Introduction to Search #365EDUCon
SRC101 Introduction to Search #365EDUConSRC101 Introduction to Search #365EDUCon
SRC101 Introduction to Search #365EDUCon
 
Design Simple but Powerful application
Design Simple but Powerful applicationDesign Simple but Powerful application
Design Simple but Powerful application
 
Data-Driven Design for User Experience
Data-Driven Design for User Experience Data-Driven Design for User Experience
Data-Driven Design for User Experience
 
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017
 
Next Generation BI: current state and changing product assumptions
Next Generation BI: current state and changing product assumptionsNext Generation BI: current state and changing product assumptions
Next Generation BI: current state and changing product assumptions
 
IoT Product Design and Prototyping
IoT Product Design and PrototypingIoT Product Design and Prototyping
IoT Product Design and Prototyping
 
Introduction to Microsoft Search #SRC101 #365EduCon 20211214
Introduction to Microsoft Search #SRC101 #365EduCon 20211214Introduction to Microsoft Search #SRC101 #365EduCon 20211214
Introduction to Microsoft Search #SRC101 #365EduCon 20211214
 
Introduction to Search #m365chicago
Introduction to Search #m365chicagoIntroduction to Search #m365chicago
Introduction to Search #m365chicago
 

More from UX STRAT

UX STRAT Online 2021 Presentation by Sudha Jamthe
UX STRAT Online 2021 Presentation by Sudha JamtheUX STRAT Online 2021 Presentation by Sudha Jamthe
UX STRAT Online 2021 Presentation by Sudha Jamthe
UX STRAT
 
UX STRAT Online 2021 Presentation by Jessa Parette, Capital One
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT Online 2021 Presentation by Jessa Parette, Capital One
UX STRAT Online 2021 Presentation by Jessa Parette, Capital One
UX STRAT
 
UX STRAT Online 2021 Presentation by Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT Online 2021 Presentation by Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Rina Tambo Jensen
UX STRAT
 
UX STRAT Online 2021 Presentation by Gideon Simons, Zinier
UX STRAT Online 2021 Presentation by Gideon Simons, ZinierUX STRAT Online 2021 Presentation by Gideon Simons, Zinier
UX STRAT Online 2021 Presentation by Gideon Simons, Zinier
UX STRAT
 
UX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
UX STRAT Online 2021 Presentation by Mike Kuniavsky, AccentureUX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
UX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
UX STRAT
 
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT
 
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, AnthemUX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
UX STRAT
 
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon UniversityUX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
UX STRAT
 
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
UX STRAT
 
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern HumanUX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
UX STRAT
 
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, PhilipsUX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
UX STRAT
 
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBMUX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
UX STRAT
 
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis SapientUX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
UX STRAT
 
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa HealthUX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
UX STRAT
 
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, ConsultantUX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
UX STRAT
 
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT
 
UX STRAT Online 2021 Presentation by Sander Bogers, Philips
UX STRAT Online 2021 Presentation by Sander Bogers, PhilipsUX STRAT Online 2021 Presentation by Sander Bogers, Philips
UX STRAT Online 2021 Presentation by Sander Bogers, Philips
UX STRAT
 
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frogUX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
UX STRAT
 
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore BankUX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
UX STRAT
 
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, ExpediaUX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT
 

More from UX STRAT (20)

UX STRAT Online 2021 Presentation by Sudha Jamthe
UX STRAT Online 2021 Presentation by Sudha JamtheUX STRAT Online 2021 Presentation by Sudha Jamthe
UX STRAT Online 2021 Presentation by Sudha Jamthe
 
UX STRAT Online 2021 Presentation by Jessa Parette, Capital One
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT Online 2021 Presentation by Jessa Parette, Capital One
UX STRAT Online 2021 Presentation by Jessa Parette, Capital One
 
UX STRAT Online 2021 Presentation by Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT Online 2021 Presentation by Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Rina Tambo Jensen
 
UX STRAT Online 2021 Presentation by Gideon Simons, Zinier
UX STRAT Online 2021 Presentation by Gideon Simons, ZinierUX STRAT Online 2021 Presentation by Gideon Simons, Zinier
UX STRAT Online 2021 Presentation by Gideon Simons, Zinier
 
UX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
UX STRAT Online 2021 Presentation by Mike Kuniavsky, AccentureUX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
UX STRAT Online 2021 Presentation by Mike Kuniavsky, Accenture
 
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...
 
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, AnthemUX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, Anthem
 
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon UniversityUX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon University
 
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai
 
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern HumanUX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern Human
 
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, PhilipsUX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, Philips
 
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBMUX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBM
 
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis SapientUX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis Sapient
 
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa HealthUX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
UX STRAT Online 2021 Presentation by Remko Vermeulen, Koa Health
 
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, ConsultantUX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, Consultant
 
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
 
UX STRAT Online 2021 Presentation by Sander Bogers, Philips
UX STRAT Online 2021 Presentation by Sander Bogers, PhilipsUX STRAT Online 2021 Presentation by Sander Bogers, Philips
UX STRAT Online 2021 Presentation by Sander Bogers, Philips
 
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frogUX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frog
 
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore BankUX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
UX STRAT Online 2021 Presentation by Kévin Boezennec, Singapore Bank
 
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, ExpediaUX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
 

Recently uploaded

Otago degree offer diploma Transcript
Otago degree offer diploma TranscriptOtago degree offer diploma Transcript
Otago degree offer diploma Transcript
asazt
 
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
kimmi singla$A17
 
Product And Design Portfolio - Hemant Nagwekar 2024
Product And Design Portfolio - Hemant Nagwekar 2024Product And Design Portfolio - Hemant Nagwekar 2024
Product And Design Portfolio - Hemant Nagwekar 2024
Hemant Nagwekar
 
Vista Fashions Outdoor Awnings Brochure.
Vista Fashions Outdoor Awnings Brochure.Vista Fashions Outdoor Awnings Brochure.
Vista Fashions Outdoor Awnings Brochure.
Vista Fashions
 
Inspection of Substation Equipements upto 33 KV.pptx
Inspection of Substation Equipements upto 33 KV.pptxInspection of Substation Equipements upto 33 KV.pptx
Inspection of Substation Equipements upto 33 KV.pptx
siddharthsinghdikhit
 
GRAPHIC DESIGNING COURSES IN LAHORE
GRAPHIC DESIGNING COURSES  IN     LAHOREGRAPHIC DESIGNING COURSES  IN     LAHORE
GRAPHIC DESIGNING COURSES IN LAHORE
Anam Kanwal
 
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
kimmi singla$A17
 
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
miss ekta$A17
 
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
sheetal singh$A17
 
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
gragkhusi
 
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
ailynolive
 
Business Roadmap Infographic Blue variant.pptx
Business Roadmap Infographic Blue variant.pptxBusiness Roadmap Infographic Blue variant.pptx
Business Roadmap Infographic Blue variant.pptx
davidsaputra50
 
Carleton University degree Cert diploma offer
Carleton University degree Cert diploma offerCarleton University degree Cert diploma offer
Carleton University degree Cert diploma offer
sabsge
 
AI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdfAI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdf
Pixeldarts
 
AIS degree offer diploma Transcript
AIS degree offer diploma TranscriptAIS degree offer diploma Transcript
AIS degree offer diploma Transcript
asazt
 
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
revolutionary575
 
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design TipsElevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
danielleferrazzanous
 
Geometric dimensioning & tolerance for precise manufacturing process
Geometric dimensioning & tolerance for precise manufacturing processGeometric dimensioning & tolerance for precise manufacturing process
Geometric dimensioning & tolerance for precise manufacturing process
vicky196116
 
The built environment plays a crucial role in shaping a child's visual identity.
The built environment plays a crucial role in shaping a child's visual identity.The built environment plays a crucial role in shaping a child's visual identity.
The built environment plays a crucial role in shaping a child's visual identity.
Mostafa Abd Elrahman
 
Introduction to Urban studies-Module I.pptx
Introduction to Urban studies-Module I.pptxIntroduction to Urban studies-Module I.pptx
Introduction to Urban studies-Module I.pptx
yashashreeg2307
 

Recently uploaded (20)

Otago degree offer diploma Transcript
Otago degree offer diploma TranscriptOtago degree offer diploma Transcript
Otago degree offer diploma Transcript
 
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
 
Product And Design Portfolio - Hemant Nagwekar 2024
Product And Design Portfolio - Hemant Nagwekar 2024Product And Design Portfolio - Hemant Nagwekar 2024
Product And Design Portfolio - Hemant Nagwekar 2024
 
Vista Fashions Outdoor Awnings Brochure.
Vista Fashions Outdoor Awnings Brochure.Vista Fashions Outdoor Awnings Brochure.
Vista Fashions Outdoor Awnings Brochure.
 
Inspection of Substation Equipements upto 33 KV.pptx
Inspection of Substation Equipements upto 33 KV.pptxInspection of Substation Equipements upto 33 KV.pptx
Inspection of Substation Equipements upto 33 KV.pptx
 
GRAPHIC DESIGNING COURSES IN LAHORE
GRAPHIC DESIGNING COURSES  IN     LAHOREGRAPHIC DESIGNING COURSES  IN     LAHORE
GRAPHIC DESIGNING COURSES IN LAHORE
 
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Private Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
 
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
 
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
 
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
High Girls Call Ranchi 000XX00000 Provide Best And Top Girl Service And No1 i...
 
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
 
Business Roadmap Infographic Blue variant.pptx
Business Roadmap Infographic Blue variant.pptxBusiness Roadmap Infographic Blue variant.pptx
Business Roadmap Infographic Blue variant.pptx
 
Carleton University degree Cert diploma offer
Carleton University degree Cert diploma offerCarleton University degree Cert diploma offer
Carleton University degree Cert diploma offer
 
AI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdfAI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdf
 
AIS degree offer diploma Transcript
AIS degree offer diploma TranscriptAIS degree offer diploma Transcript
AIS degree offer diploma Transcript
 
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Gir...
 
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design TipsElevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
 
Geometric dimensioning & tolerance for precise manufacturing process
Geometric dimensioning & tolerance for precise manufacturing processGeometric dimensioning & tolerance for precise manufacturing process
Geometric dimensioning & tolerance for precise manufacturing process
 
The built environment plays a crucial role in shaping a child's visual identity.
The built environment plays a crucial role in shaping a child's visual identity.The built environment plays a crucial role in shaping a child's visual identity.
The built environment plays a crucial role in shaping a child's visual identity.
 
Introduction to Urban studies-Module I.pptx
Introduction to Urban studies-Module I.pptxIntroduction to Urban studies-Module I.pptx
Introduction to Urban studies-Module I.pptx
 

UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"

  • 1. Applying Jobs-to-be-done to UX Strategy Jim Kalbach Sept 2014
  • 2. @JimKalbach Principal UX Designer Citrix LIS DegreeRutgers University #jtbd
  • 4. The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. CLAYTONCHRISTENSENet al. “Marketing Malpracitce,“ HBR2005
  • 6. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
  • 7. 1. Understand Users 39 interviews/observations 68 hours ofaudio 1,488 pages of text 793,281 words 1,716 descretetasks
  • 8. Indi Young, Mental Models. Rosenfeld Media, 2008. A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. 2. MapJTBD
  • 9. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos Find Photos
  • 10. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos Goal Space Find Photos Tower Tasks
  • 11. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos File Transfer Search Mobile App Goal Space Find Photos Tower Tasks Support
  • 13. Tasks, towers, goals = JTBD Support Features Products Services 2. MapJTBD
  • 19. Minimize my effort to find photos on my computer Desired Outcomes Statements
  • 20. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Direction
  • 21. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit
  • 22. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit Qualifier or action
  • 23. Minimize my effort to find photos on my computer 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? Desired Outcomes Survey
  • 24. Calculate Opportunity Scores 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 +6 = 15
  • 26. Do 1st Do 2nd 4. Align Efforts Do last
  • 27. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCTLEAD
  • 28. a. Concepts b. Messaging c. Differentiators Outcomes
  • 29. a. Concepts Desired Outcomes as heuristics: does the concept help or hurt?
  • 30. b. Messaging Shift language to reflect JTBD BEFORE Our automated photo indexing is the best in the industry AFTER Find photos on your computer with less effort thanks to our smart indexing
  • 31. c. Differentiators Performance JTBD Us Them 1 Them 2
  • 32. “The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007 SCOTTCOOK FounderofIntuit
  • 33. [On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met. The End ofCompetitiveAdvantage, 2013 RITAGUNTHERMCGRATH
  • 34. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
  • 35. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts 5.Redefinemarkets