ux strat usa 2017: jim kalbach, "using jobs to be done to create high-value products and...

Practical Jobs To Be Done:

A Way Of Seeing

@JimKalbach

1. Discover

2. Define

3. Design

4. Deliver

Develop

AGENDA

1. What are JTBDs? 30 minutes

2. Discover value 60 minutes

Break 15 minutes

3. Define value 45 minutes

4. Design value 30 minutes

5. Deliver value 15 minutes

6. (Re)developing value 15 minutes

1. WHAT ARE JTBDs?

“People don’t want a

quarter-inch drill, they

want a quarter-inch hole.”

THEODORE LEVITT

JOBS TO BE DONE (JTBD)

Why people “hire“ a product or service

Progress toward a goal

Process of solving a problem or evolving

WHAT‘S THE JTBD?

WHAT‘S THE JTBD?

WHAT‘S THE JTBD?

HIERARCHY OF JOBS

Big

Small

Micro

Values

MAPPING

DON‘Ts

Reference technology

Indicate solutions

Mention specific methods

Don‘t use AND or OR

RULES FOR FORMULATING JTBD

DOs

✓ Start with a verb

✓ Focus on outcome of a process

✓ Indicate context / granularity

✓ Represent user‘s perspective

SCENARIO

You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that will eventually be used before, during and after an event by your customers.

There are many aspects of attending events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started.

Target job executor Conference goer

Core functional job Attend an industry event to continue professional development

Research and Observations

EXERCISE: FORMULATE JTBD

INSIGHT JTBD

You learned that getting permission from a boss to attend a conference is a big hurdle

People expressed that there are so many conferences these days, they don’t know which to attend

You observed people taking photos of slides with a mobile phone

Many people said that it’s hard to remember references while a presenter is speaking

Attendees often complained about poor wifi at conference venues

People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend

1

“Job to be done”

2. DISCOVER VALUE

1. Define job executor

2. Formulate core functional job

3. Conduct interviews

4. Extract JTBD

5. Create Job Map

6. Prioritize desired outcomes

Based on ODI by Tony Ulwick

4. EXTRACT JTBD

Look for verbs

5. MAP JTBD

via Tony Ulwick

NOT A CJM

NOT A CJM

2EXERCISE: CREATE JOB MAP

PART 1

Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.

2EXERCISE: CREATE JOB MAP

PART 1

Individually, read ONE interview and comb for JTBD. Write functional jobs on individual sticky notes beginning with an action verb.

PART 2

a. As a group, map your JTBD to “before,“ “during,“ and “after“

b. Then map to the 8 standard phases of a job map and re-label:Define, locate, prepare, confirm, execute, monitor, modify, conclude.

BEFORE DURING AFTER

BEFORE DURING AFTER

Define Locate Prepare Confirm Execute Monitor Modify Conclude

BEFORE DURING AFTER

Decide Plan Prepare Attend Network Record Summarize Report

SEE ALSO: Switch Method

Jobs-to-be-Done: The Handbook

Switch Timeline

3. DEFINE VALUE

Minimize the time it takes to summarize notes from an event

MinimizeReduceLower

MaximizeIncreaseRaise

TimeAbilityEffortChancesLikelihood

DIRECTION UNIT QUALIFIER

DESIRED OUTCOMES

No “ands” or “ors”

1. Maximize the ability to allow visitors in during the day

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

2. Reduce the chance of intruders getting in

1 2 3 4 5 6 7 8 9 10

Very low Very high

A. How important is this to you?

9

Importance

3

Satisfaction

Satisfaction Gap6

Importance + Satisfaction Gap = Opportunity score

9 + 6 = 15

FIND OPPORTUNITIES

Satisfaction

Importance

TONY ULWICK

3EXERCISE: PRIORITIZE

PART 1

Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes.

Examples:

• Increase the chance of getting permission from boss

• Maximize the amount of relevant information captured during event

• Minimize the time it takes to summarize notes from an event

3EXERCISE: PRIORITIZE

PART 1

Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes.

PART 2

As a group, prioritize the desired outcomes on a 2x2 grid: satisfaction vs importance

Satisfaction

Importance

Satisfaction

Importance

4. DESIGN VALUE

DON‘Ts

Reference technology

Indicate solutions

Mention specific methods

Don‘t use AND or OR

RULES FOR FORMULATING JTBD

DOs

✓ Start with a verb

✓ Focus on outcome of a process

✓ Indicate context / granularity

✓ Represent user‘s perspective

DESIGN VALUE

Job Stories

Alan Klement, “Replacing The User Story With The Job Story”

#2 – DESIGN FOR THE MARKET

4EXERCISE: WRITE JOB STORIES

PART 1

As a group decide on a desired outcome that has the most potential for Evensity. Locate where that would fall on the job map.

Write as many job stories as you can, getting more and more granular as needed.

BONUS: Sketch a version of the solution from the job stories

5. DELIVER VALUE

WHAT‘S THE JTBD?

WHAT‘S THE JTBD?

SPEAK TO THE MARKET

Shift language to reflect JTBD

BEFORE

Our conference software features integrations with professional networking platforms.

AFTER

Connect with like-minded people to increase your professional network

Functional job (1)

Desired outcome

Situation & Motivation

Functional job (2)

Emotional jobSocial job

5EXERCISE: SPEAK TO THE MARKET

PART 1

Compose a few marketing messages for Evensity that highlight different jobs to be done

PART 2

Write a help desk article for a key feature you‘re focusing on using the JTBD pattern.

6. (RE)DEVELOP VALUE

WHAT IS A MARKET?

T.A.M.

WHAT‘S THE JTBD?

WHAT‘S THE JTBD?

“If you can’t identify an exit

strategy, you can’t identify

your market”

Michael Boysen

Disruption

Sustaining

WHAT IS “DISRUPTION“?

Lower performance:Cheaper

EasierQuicker

Convenient

PERFORMANCE

TIME

MARKETDEMAND

LOW

HIGH

Encyclopedias Wikipedia

Book stores Amazon

CDs MP3

Film photography Digital photography

Premium airlines Budget airlines

Rental cars Car sharing

Telephone VOIP

GoToMeeting gets high-definition

video conferencingchamilton Aug 2, 2011 - 5:00 AM CDT

Skype for business

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.

Quoted in: The Myths of Innovation, SCOTT BERKUN, 2007

SCOTT COOK

Founder ofIntuit

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

JTBDs give designers a way of

capturing insight that leverages our

skills to help businesses succeed.

RESOURCES

Danke schön!

@JimKalbach

Jim.Kalbach@Gmail.com

www.experiencinginformation.com