Figuring out Jobs To Be Done

1. What the j**?
Figuring out Jobs To Be Done
die firma . experience design / Matthias Feit

2. Customer/User Insights
Brand Storytelling
Content Marketing Strategy
User Experience
Service Design
Digital Transformation
Business Models
Digital Prototypes/Web Design
die firma . experience design

3. We are currently looking for a…
Freelance Frontend-Developer!

4. - Diploma in Media Computer Science
- I worked as Web/Application Developer for
several years
- Joined die firma . experience design
as UX Consultant in 2009
- Currently working on projects as a:
- UX Engineer (some call it FE Developer J )
- Information Architect
- Design Systems Engineer
- User Researcher
About me

5. Why am i interested in JTBD?
I want to make sense
of things, so i am able
to build stuff that
makes sense to
people!

6. „People don’t want a
quarter-inch drill, they want
a quarter-inch hole. “
Theodore Levitt (~1960s)
Origins of the idea

7. Spoiler alert: maybe people don‘t even want holes in the wall.

8. Origin of the term
„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. …
It is task-focused rather than situation-
focused. It perfects a process that already
exists, replaces a link that is weak, redesigns an
existing old process around newly available
knowledge.“
Peter F. Drucker

9. Why do we talk about it just now?
„People hire products to
get a job done“
Clayton Christensen

10. The most (in)famous example
The Milkshake
Dilemma

11. What is the JTBD?
„Help me kill time on my
long and boring commute
to work, so i arrive relaxed
and nourished.“

12. Economy travel and business travel are
both capable candidates applying for
“Get me face-to-face with my
colleague in San Francisco“, though
they’re looking for significantly different
salaries. Video conferencing isn’t as
capable, but is willing to work for a far
smaller salary. I’ve a hiring choice to
make.”
Des Traynor – Intercom

13. Sounds like...
...an approach to
customer-centricity.
So far, so good.

14. Research:
„How can i apply JTBD?“

17. When you start
researching JTBD…
…be prepared!

18. One term, many explanations…

19. The Problem…
There is not the
one true approach
to JTBD!

20. One term, many explanations…
JTBD Theory + ODI: Job as a process
Theory: Jobs as progress
Method: Switch Interviews
??

21. Most agree: a customers‘ Job-To-Be-Done…
• … is stable over time
• … has no geographic boundaries
• … is solution-agnostic

22. One JTBD – three solutions: „Listening to music on the go“
?

23. One term, many explanations…
Theory: Jobs as progress

24. Jobs Theory according to Christensen and Klement (to a dregree)
Customers want
progress!

25. • …is the progress that an individual seeks in a
given circumstance.
• …is never simply about the functional—it has
important social and emotional dimensions.
• …occurs in the flow of daily life, the circumstance
is central to their definition and becomes the
essential unit of innovation work
• …ongoing and recurring. Not a discrete event
AJTBD...

26. …is the process a consumer goes through whenever
she aims to transform her existing life-situation into a
preferred one, but cannot because there are
constraints that stop her.
It is not a task, activity, or has any functional
characteristic.
AJTBD...

27. Quelle: https://www.intercom.com/books/jobs-to-be-done

28. „Upgrade your user, not your
product. Value is less about the
stuff and more about the stuff the
stuff enables. Don't build better
cameras - build better
photographers.“
Kathy Sierra

29. How Klement defines the JTBD

30. Help me quickly find a restaurant
where me and my friends can eat
together …
…so i don‘t have to worry so much
about finding a place everyone
likes and gets the food they like.

31. How do we find these jobs?

32. One term, many explanations…
Method: Switch Interviews

33. „Switch“ Interviews (Bob Moesta, Chris Spiek)
The minidocumentary
of a JTBD story.

34. These are the things we want to find out
• What is the progress the customer
seeks
• the context of the struggle with an
existing solution
• what are the obstacles
• what would be hired if the current
solution would not exist
• …

35. Bob Moesta & Chris Spiek:“Switch Interview“

37. One term, many explanations…
JTBD Theory + ODI: Job as a process

38. JTBD + Outcome-Driven Innovation (Tony Ulwick)
New products and services
win in the marketplace if they
help customers get a job
done better and/or more
cheaply.

40. • Core Functional Job
• verb + object of the verb (noun) + contextual clarifier
e.g. „prepare a hot beverage for consumption“ (not „boil water“)
• Related Functional Jobs
• Consumption Chain Jobs (purchase, receive, install, setup, etc.)
• Emotional Jobs
• define how customers want to feel or avoid feeling (as a result of the functional job)
à „feel appreciated“
• Social Jobs
• define how customers want to be perceived by others à „be perceived as a good host“

42. Definition of a customer need: Desired Outcome

43. Source: „JTBD Template in Mural“– https://www.youtube.com/watch?v=oeJenxOu7AY

44. Desired Outcomes – the customers metrics of success

46. The Opportunity Landscape

48. JTBD thinking everywhere

49. Jim Kalbach: Practical Jobs-To-Be-Done
Source: https://www.slideshare.net/Kalbach/practical-jobs-to-be-done-jtbd?ref=https://experiencinginformation.com/workshops/practical-jobs-to-be-done-a-way-of-seeing/

50. Agile processes: „Replace the user story with a job story“ (Alan Klement)
Source: http://alanklement.blogspot.com/2013/09/replacing-user-story-with-job-story.html

51. When I am travelling
I want to share my experience with friends and family
so I can stay in touch with the people I care about.
Source: http://thingsdojobs.tumblr.com/

52. Also: Canvases!

54. How does JTBD
relate to UX?

55. All Agree: JTBD is not a design method
Source: https://indiyoung.com/wp-content/uploads/2018/03/three_cycles_v10-1024x576.png

56. Problem Space Solution Space
UXJTBD

57. Does JTBD replace Personas?
Source: https://www.invisionapp.com/blog/personas/

59. Perfect for personas – four forces of progress

60. Perfect for prioritisation in conjunction with user story mapping!
+
Source: https://jpattonassociates.com/wp-content/uploads/2015/01/StoryMapping.png

61. JTBD +
Perfect preparation for design sprints!

62. Why else should we care?

63. „JTBD theory offers a rich framework for
understanding customers. But you may be thinking
that it sounds familiar or that you’ve been advocating
this for years.Well, you’re right.At its core,JTBD theory
overlaps greatly with existing approaches of user-
centered design, design thinking, goal-driven design
and more.“
Jim Kalbach

64. „Still, at a minimum the JTBD approach offers a fresh
perspective on creating value for customers.What’s
different, I believe, is the source of the approach: it
comes from thoughts leaders in business. The
momentum around JTBD, particularly with Clayton
Christensen’s new book Competing Against Luck,
will likely increase over the next several years.“
Jim Kalbach

65. It opens a space where people
from different backgrounds
(business, tech, design) can
discover customer needs
together!

66. It can be a north star for
customer-centricity
throughout the organisation.

67. „All models are wrong –
some are useful“
George Box

68. What now?
Exchange !
Hypothesis "
Experiment #
Repeat! $

69. Let‘s slack:
jtbd-community.slack.com
Let‘s meet:
https://www.meetup.com/de-
DE/JTBD-Meetup-Rhein-
Main/

70. Diese Ausarbeitung beinhaltet geistiges Eigentum von Die Firma GmbH und ist ausschließlich für
Präsentationszwecke bestimmt. Soweit die Ausarbeitung nicht durch eine vertragliche Vereinbarung in das
Eigentum des Kunden übergeht, kann jede Verwendung von Teilen der Konzeption, Design und der
zugrundeliegenden Ideen nur mit schriftlichem Einverständnis von Die Firma erfolgen. Eine Nutzung ohne
Vereinbarung bzw. Einverständnis ist nicht zulässig
(vgl. geltendes Urheber- und Nutzungsrecht) ebenso wie eine Weitergabe dieses Dokumentes an Dritte
(sowohl als Gesamtdokument wie auch in Auszügen).
Diese Ausarbeitung beinhaltet geistiges Eigentum von Die Firma GmbH und ist ausschließlich für
Präsentationszwecke bestimmt. Soweit die Ausarbeitung nicht durch eine vertragliche Vereinbarung in das
Eigentum des Kunden übergeht, kann jede Verwendung von Teilen der Konzeption, Design und der
zugrundeliegenden Ideen nur mit schriftlichem Einverständnis von Die Firma erfolgen. Eine Nutzung ohne
Vereinbarung bzw. Einverständnis ist nicht zulässig (vgl. geltendes Urheber- und Nutzungsrecht) ebenso wie
eine Weitergabe dieses Dokumentes an Dritte (sowohl als Gesamtdokument wie auch in Auszügen).
Schwalbacher Straße 78
D-65183 Wiesbaden
Tel +49 611 2385010
www.diefirma.de
@matthiasfeit
0611-2385012
m.feit@diefirma.de
Kontakt