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Design Thinking and Jobs to be Done Masterclass
- 3. @wirelessed Design Thinking is a creative process for problem-solving
- 4. @wirelessed Design Thinking is about being human-centred or user-centered
- 5. @wirelessed Design Thinking is a mindset that anyone can adopt
- 6. @wirelessed TRADITIONAL PROBLEM SOLVING Focuses on numbers as goals Linear, one-way process Usually only focus on the organisation’s needs Focuses on the best user experience Iterative, two-way process Balances user’s problems and the organisation’s needs DESIGN THINKING WHAT’S THE DIFFERENCE?
- 7. @wirelessed THE DESIGN THINKING PROCESS Brainstorm for solutions Build a draft representation of your solution Learn about your users and their problems Define the problem based on research DEFINEEMPATHISE IDEATE PROTOTYPE Test your solution with your users. Iterate if necessary. TEST http://web.stanford.edu/~mshanks/MichaelShanks/files/509554.pdf
- 8. @wirelessed WHAT IS BLUE SKY THINKING?
- 9. @wirelessed IMAGINE YOU’RE PLANNING FOR A DATE
- 10. @wirelessed WHEN SOLVING A PROBLEM... Image from https://designthinking.ideo.com/
- 11. @wirelessed Brainstorm without limitations and consider all possibilities. Not seeing all can result in weak solutions. Before you land on a solution, learn to fly and see the bigger picture - Resist the urge to land Be comfortable with multiple answers first before converging to a solution. HOW TO BLUE SKY?
- 12. @wirelessed YES, AND... Build on the ideas of others. Be positive. In conversation, we try to use “and” instead of “but.” JUDGE NOT Make everyone feel like they can say anything without being shot down. THINK WILD Sometimes the best ideas are the most radical ones HOW TO BRAINSTORM?
- 13. @wirelessed DIVERGING AND CONVERGING Image from https://www.researchgate.net/figure/Design-thinking-proces ses_fig2_327262141
- 14. @wirelessed WHAT IS JOBS TO BE DONE?
- 15. @wirelessed It’s about the why behind the what. Whenever users “hire” (i.e., use) a product, they do it for a specific “job” (i.e., to achieve a particular outcome) The product is just a “what”. The job is the “why” the consumer buys it. What’s Jobs to be Done (JTBD)? https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
- 16. @wirelessed People don’t buy a drill, they want a hole in the wall! People don’t just buy products or consume a service, they want them to perform a job to be done. The Drill (What) The Hole (Why)
- 17. @wirelessed What is the product? Milkshake, a drink made from ice cream The Milkshake Example Why did you buy or “hire” it? Because I am hungry? Why? What is the actual job to be done? To fill your stomach long and easily enough for a long drive, a road trip What else could you have hired but you didn’t? And why? Cereal bar? Sandwich? They perform the job poorly cos it’s messier to eat it while driving
- 18. @wirelessed What is the product? Netflix, a video streaming service The Netflix Example Why did you buy or “hire” it? To watch TV or movies anytime Why? What is the actual job to be done? To entertain and unwind yourself after a long day’s work. What else could you have hired but you didn’t? And why? A book? Newspaper? A walk with your dog? Nintendo Switch? They don’t entertain as well?
- 19. @wirelessed What is the product? Gym, a place with exercise machines The Gym Example Why did you buy or “hire” it? To exercise Why? What is the actual job to be done? To have the “prestige” or “bragging rights” of going to a gym, To have a community of people doing it together What else could you have hired but you didn’t? And why? A walk in the park, cycling, playing soccer
- 20. @wirelessed When thinking and empathizing with our users, it’s always good to ask: What’s the actual “job” to be done when the users “hire” your product/service?
- 22. @wirelessed TOOLS / METHODS from https://www.designkit.org/methods
- 26. @wirelessed They help to articulate what your goals are and identify potential obstacles. Either ● Proposes a future state (where you want to be) Or ● Show what is happening right now (current reality) USER JOURNEY MAPS
- 28. @wirelessed Actions: Things that user do in that step Questions: What users ask at each step. Happy moments: positive, enjoyable things during the experience. JTBD: What are the “jobs” that the user achieved? Pain points: frustrations that spoil the experience Opportunities: Find things that you can fix/improve/make better
- 29. @wirelessed User Journey of Going to McDonald’s
- 30. @wirelessed Discover Go to McDonald’s Ordering Payment Eating See advert about McGriddles, Hear friends raving about it Does it taste nice? Is it available all day or breakfast only? Yay it’s available all-day during lunch and dinner now too! My nearest branch is not 24/7 open :( Walk / take bus to the nearest McDonald’s What else should I order? Yay, there was no long queue at the McDonald’s The toilet was cleaning :( Use the self-service kiosk OR order from physical counter Is the kiosk sanitised? Should I upsize my drink? Should I order ice cream? Yay, upsize is only 50 cents McFlurry is out of stock :( Use debit / credit card / cash to pay Does the machine accept EZ Link? Yay, I can use my EZ Link The payment process takes very long Proceeds to a seat. Have to wait for order to be called. Where’s the chilli sauce counter? Found a nice seat: ) JTBD: Achievement unlocked, finally tried McGriddles! Can brag on FB & IG! Order took a while to arrive :( @wirelessed
- 31. @wirelessed Discover Go to McDonald’s Ordering Payment Eating See advert about McGriddles, Hear friends reviewing it Does it taste nice? Is it available during lunch also? Yay it’s available all-day during lunch now too! My nearest branch is not 24/7 open :( Walk / take bus to the nearest McDonald’s Should I eat for breakfast or lunch? Yay, there was no long queue at the McDonald’s The toilet was cleaning :( Use the self-service kiosk OR order from physical counter Is the kiosk sanitised? Should I upsize my drink? Should I order ice cream? Yay, upsize is only 50 cents McFlurry is out of stock :( Use debit / credit card / cash to pay Does the machine accept EZ Link? Yay, I can use my EZ Link The payment process takes very long Proceeds to a seat. Have to wait for order to be called. Should I eat indoors or outdoors? Where’s the chilli sauce counter? Found a nice seat facing the window :) Order took a while to arrive :( Branches should list nearest 24/7 locations Toilet should show cleaning times. McDonalds should have a queue monitoring app Allow pre-ordering in an app? Speed up process of payment kiosk Have a seat assignment system. SMS you when order ready. @wirelessed
- 34. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik.