ux strategy and jobs to be done

UX Strategy & Jobs To Be done

Jim KalbachNovember 2014

@JimKalbach

Principal UX Designer Citrix

LIS Degree Rutgers University

#jtbd

What is (UX) strategy?

“Air Sandwich“

A strategy is a set of hypotheses

about cause and effect….and

can be expressed by a sequence

of if-then statements. ROBERT KAPLAN

& DAVID NORTON

“Linking the Balanced Scorecard to Strategy” 1996

“Air Sandwich“ At general management’s core is

strategy: defining a company’s position,

making trade-offs, and forging fit among

activities …Strategy renders choices

about what not to do as important as the

choice about what to do.

MICHAEL PORTER

“What is strategy?” Harvard Business Review, 1996

“Air Sandwich“

A good strategy honestly

acknowledges the challenges

being faced and provides an

approach to overcoming them.

Ripple Effect

Building strategy is a

creative exercise to design

a way of overcoming key

challenges to reach a

desired outcome with an

interlocking set of choices

for consistency in action.

Building strategy is a

creative exercise to design

a way of overcoming key

challenges to reach a

desired outcome with an

interlocking set of choices

for consistency in action.

Building strategy is a

creative exercise to design

a way of overcoming key

challenges to reach a

desired outcome with an

interlocking set of choices

for consistency in action.

Building strategy is a

creative exercise to design

a way of overcoming key

challenges to reach a

desired outcome with an

interlocking set of choices

for consistency in action.

Building strategy is a

creative exercise to design

a way of overcoming key

challenges to reach a

desired outcome with an

interlocking set of choices

for consistency in action.

“Air Sandwich“

But these choices beget more

choices in the rest of the

organization… Each level in

the organization has its own

strategic choice cascade.

UX Strategy

UX strategy helps the business solve

its problems through an interlocking

set of choices that coordinates UX

activity for a desired experience.

Elements of Strategy

5 Ps of Strategy

1. Pattern – Trends from the past

2. Position – Desired outcome

3. Perspective – Philosophy of working

4. Ploy – Out-maneuver opposing forces

5. Plan – Course of action

5 Strategy Questions

1. What's your winning aspiration?

2. Where will you play?

3. How will you win?

4. What capabilities are needed?

5. How will you manage strategy?

LAFLEY & MARTIN MINTZBERG KEY QUESTIONS

Pattern What challenges motivate action?

Aspiration Position What are your aspirations?

Playing field Perspective What will you focus on?

How to win Ploy What are your guiding principles?

Capabilities Plan What types of activities are needed?

Management How will you measure success?

Strategic Questions

www.experiencinginformation.com

ELEMENT BUSINESS STRATEGY

ChallengesLosing customers and revenue due to disruption and slipping market relevance

Aspiration Reinvent the business to maintain leadership

Focus Areas

• Global• Research institutions• Online channels• Social media

Guiding Principles Leverage scale and authority to win

Activities

• Acquire• Innovate business model • Refresh brand• Build expertise in social

Measurements Retention Revenue

Einstein Media Co. Worldwide leader in scientific publishing

EXAMPLE

Enable users to be discoverers

of scientific breakthroughs

End consumers

Communities, social

Information interaction:

finding & publishing

Enable users to be discoverers

of scientific breakthroughs

Enable users to be discoverers

of scientific breakthroughs

Modular, ubiquitous, but familiar

formats

Organize and design

across workflows

End consumers

Communities, social

Information interaction:

finding & publishing

EthnographyWorkflow models,

touchpoint maps

Guidelines and governance

Enable users to be discoverers

of scientific breakthroughs

Modular, ubiquitous, but familiar

formats

Organize and design

across workflows

End consumers

Communities, social

Information interaction:

finding & publishing

EthnographyWorkflow models,

touchpoint maps

Guidelines and governance

Enable users to be discoverers

of scientific breakthroughs

Modular, ubiquitous, but familiar

formats

Organize and design

across workflows

Satisfaction (SUS)

% of UIs that comply to guidelines

End consumers

Communities, social

Information interaction:

finding & publishing

How do you know what to focus on?

Jobs To Be Done

The job, not the customer,

is the fundamental unit of

analysis for a marketer who

hopes to develop products

that customers will buy.

CLAYTON CHRISTENSEN et al.“Marketing Malpracitce,“ HBR 2005

JTBD

1. Understand users

2. Map JTBD

3. Identify opportunities

4. Align efforts

1. Understand Users

39 interviews/observations

68 hours of audio

1,488 pages of text

793,281 words

1,716 descrete tasks

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. Map JTBD

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

Find PhotosGoal Space

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

Find PhotosGoal Space

Tower

Tasks

Support

2. Map JTBD

Tasks, towers, goals

=

JTBD

Support

Features

Products

Services

2. Map JTBD

Map Future Concepts

3. Identify Opportunites with Customers

TONY ULWICK

Importance

Satisfaction

Importance

Satisfaction

Importance

Minimize my effort to find photos on the go

Desired Outcomes Statements

Minimize my effort to find photos on the go

Desired Outcomes Statements

MinimizeReduce

MaximizeIncrease

Direction

Minimize my effort to find photos on the go

Desired Outcomes Statements

MinimizeReduce

MaximizeIncrease

TimeAccessAbilityEffort

Direction Unit

Minimize my effort to find photos on the go

Desired Outcomes Statements

MinimizeReduce

MaximizeIncrease

TimeAccessAbilityEffort

Direction Unit Qualifier or action

Minimize my effort to find photos on the go

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

4. Align Efforts

Do 1st

Do 2nd

Do last

“It’s great to have this data to help make

informed decisions. I’m looking forward

to incorporating it more and more.”

PRODUCT LEAD

“Air Sandwich“

A strategy is a set of hypotheses

about cause and effect….and

can be expressed by a sequence

of if-then statements.

ROBERT KAPLAN

& DAVID NORTON

“Linking the Balanced Scorecard to Strategy” 1996

Danke schön

@JimKalbach