andrej balaz: introduction to jobs-to-be-done
TRANSCRIPT
SEEING THROUGH
JOBS
SEEING THROUGH
JOBS
SEEING THROUGH
JOBS
SEEING THROUGH
JOBS
ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
WHAT DO PEOPLE WANT
WHAT DO PEOPLE
WANT
WARM-UPWARM-UP
WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MINUTES EACH
TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURESFOCUSING ON COMPETITORS’
OFFERINGS
PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.
PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURESBUT EXPECTED OUTCOMES
THE CUSTOMER HAS A JOB TO DO AND WILL HIRE
THE BEST PRODUCT OR SERVICE TO GET IT DONE.
WHAT IS A JOB?
WHAT IS A JOB
FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION
FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVED BY OTHERS
JOBS ARE FAIRLY CONSTANT
OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN
JOBS ARE SOLUTION-NEUTRAL
JOBS ARE SOLUTION-NEUTRAL
FOCUS ON THE OUTCOMES PEOPLE WANT TO ACHIEVE
LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1 CUSTOMER GROUP 2 CUSTOMER GROUP 3
LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1
SIMILAR OUTCOME
CUSTOMER GROUP 2 CUSTOMER GROUP 3
MODIFIED GRASS SEEDS
FAMILY MEMBER
HOW TO FIND THE
JOBS
HOW TO FIND THE
JOBS?
THE SWITCHTHE SWITCH
THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE
TOWARDS A NEW SOLUTION.BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP
INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORYTRADE-OFFS
INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORYTRADE-OFFS
CONSIDERATION SET
WHAT MAKES PEOPLE SWITCH
WHAT MAKES PEOPLE SWITCH
YOUBUSINESS AS USUAL NEW BEHAVIOUR
ANXIETYOF THE NEW SOLUTION
HABITOF THE PRESENT
BU
SIN
ESS
AS
USU
AL N
EW
BE
HA
VIO
UR
PUSHOF THE SITUATION
PULLOF THE NEW SOLUTION
YOU
GETTING TO THE STORY
GETTING TO THE STORY
FIRST THOUGHT
FIRST THOUGHT CONSUMING
YAY OR NAYPASSIVELOOKING
ACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
I’m not putting in any real energy, but I start
noticing options
I’m investing energy and time into finding a
solution.
I’ve narrowed my options to two or three. I understand my crieteria.
I’ve used it for a while and I understand if it does the job or not.
I’ve had enough. This needs to get
solved.
If I don’t get this solved by a certain time, it’s not going
to be good.
I’ve paid money. There is no going
back. I’ve comitted.
EVENTONE
EVENTTWO
What I have might not be working
anymore
FIRST THOUGHT CONSUMING
YAY OR NAYPASSIVELOOKING
ACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
FIRST THOUGHT PASSIVE
LOOKINGACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
10 10 9 7ANX 4HAB 6 ANX 4HAB 6 ANX 3HAB 6 ANX 1HAB 6
5 7 9 101 PUL4 PSH 1 PUL6 PSH 3 PUL6 PSH 4 PUL6 PSH
STRUGGLE PAIN FRIEND FREE TRIAL
WORK BACKWARDS FROM THE SWITCHLOOK FOR FUNCTIONAL, EMOTIONAL AND SOCIAL MOMENTS
PLAY DUMB AND “ZOOM IN” WHERE NECESSARY
PEOPLE WHO SWITCHED RECENTLY BUT NOT TOO RECENTLY
DECISION MAKERS
FIRST THOUGHT
INTERVIEW PEOPLE WHO SWITCHED FROM ONE
PRODUCT TO ANOTHER
UNDERSTAND THEIR DECISION-MAKING
PROCESS
ANALYZE THE FORCES THAT MADE THEM
SWITCH
ANXIETYOF THE NEW SOLUTION
HABITOF THE PRESENT
BU
SIN
ES
S A
S U
SU
AL N
EW
BE
HA
VIO
UR
PUSHOF THE SITUATION
PULLOF THE NEW SOLUTION
YOU
TIME TO JUMP IN
TIME TO JUMP IN
FIND A PARTNEREACH OF YOU GETS 10 MINUTES
FIND A PRODUCT OR SERVICE RECENTLY BOUGHT (SOMETHING SUBSTANTIAL)
FIND OUT THE PURCHASE STORY (START WITH THE SWITCH AND
WORK BACKWARDS TO THE FIRST THOUGHT)
MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
STEPPING UP THE GAME
STEPPING UP THE
GAME
ANTHONY W. ULWICKWhat Customers Want
CLAYTON M. CHRISTENSENMICHAEL E. RAYNOR
The Innovator’s Solution
CHRIS SPIEKBOB MOESTA
JTBD Handbook
JTBD.INFOALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD MEETUP BERLIN
ANDREJ BALAZ@DESIGNAMYTE
JTBD.INFOALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD
ANDREJ BALAZ@DESIGNAMYTE