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![“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](https://image.slidesharecdn.com/9kalbach-140915162839-phpapp02/85/UX-STRAT-2014-Jim-Kalbach-Applying-Jobs-to-be-Done-to-UX-Strategy-32-320.jpg)
![[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](https://image.slidesharecdn.com/9kalbach-140915162839-phpapp02/85/UX-STRAT-2014-Jim-Kalbach-Applying-Jobs-to-be-Done-to-UX-Strategy-33-320.jpg)
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UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
The document discusses the Jobs-to-be-Done (JTBD) framework as a strategy for UX design, emphasizing that understanding the job, rather than the customer, is key for product development. It outlines a four-step process: understanding users, mapping JTBD, identifying opportunities, and aligning efforts to enhance user experiences. The document also highlights the importance of translating insights into actionable product strategies and differentiators.
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UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
- 1. Applying Jobs-to-be-done toUX Strategy Jim Kalbach Sept 2014
- 2. @JimKalbach Principal UXDesigner Citrix LIS DegreeRutgers University #jtbd
- 4. The job, notthe 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, MentalModels. 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 oncomputer 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 oncomputer 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 oncomputer 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
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- 13. Tasks, towers, goals = JTBD Support Features Products Services 2. MapJTBD
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- 19. Minimize my effortto find photos on my computer Desired Outcomes Statements
- 20. Minimize my effortto find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Direction
- 21. Minimize my effortto find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit
- 22. Minimize my effortto find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit Qualifier or action
- 23. Minimize my effortto 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
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- 26. Do 1st Do2nd 4. Align Efforts Do last
- 27. “It’s great tohave 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 DesiredOutcomes as heuristics: does the concept help or hurt?
- 30. b. Messaging Shiftlanguage 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]: Thedriver 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
- 36.