aplplying jobs to be done to ux strategy

25
Applying Jobs-to-be-done to UX Strategy Jim Kalbach Sept 2014

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Market disruption is happening at increasingly alarming rates. With so-called “big bang disruption” companies and entire markets can by obliterated in a short period of time. A key to survival is understanding the tasks customers are trying to accomplished: they “hire” our products and services to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth. Luckily, UX strategy is naturally close to jobs to be done. We have the skills and techniques to observe people in the context of the work and lives, and extract the tasks they are doing. What’s more, tools and techniques in the UX canon already capture JTBD, such as mental model diagrams. But more importantly, JTBD point to clear opportunities for innovation—human centered innovation. The key is to find jobs that are most important to users, but are least satisfied. This is your opportunity space. In this talk, I will outline jobs to be theory and show how it relevant to UX strategy. Through examples from my own work, I’ll show how to prioritize features and efforts in a way that has real impact.

TRANSCRIPT

Page 1: Aplplying Jobs To Be Done To UX Strategy

Applying Jobs-to-be-done

to UX Strategy

Jim Kalbach

Sept 2014

Page 2: Aplplying Jobs To Be Done To UX Strategy

@JimKalbach

Principal UX Designer Citrix

LIS Degree Rutgers University

#jtbd

Page 3: Aplplying Jobs To Be Done To UX Strategy
Page 4: Aplplying Jobs To Be Done To UX Strategy

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

Page 5: Aplplying Jobs To Be Done To UX Strategy

JTBD

1. Understand users

2. Map JTBD

3. Identify opportunities

4. Align efforts

Page 6: Aplplying Jobs To Be Done To UX Strategy

1. Understand Users

39 interviews/observations

68 hours of audio

1,488 pages of text

793,281 words

1,716 descrete tasks

Page 7: Aplplying Jobs To Be Done To UX Strategy

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

Page 8: Aplplying Jobs To Be Done To UX Strategy

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

Page 9: Aplplying Jobs To Be Done To UX Strategy

Tasks, towers, goals

=

JTBD

Support

Features

Products

Services

2. Map JTBD

Page 10: Aplplying Jobs To Be Done To UX Strategy

Map Future Concepts

Page 11: Aplplying Jobs To Be Done To UX Strategy

3. Identify Opportunites

TONY ULWICK

Page 12: Aplplying Jobs To Be Done To UX Strategy

Satisfaction

Importance

Page 13: Aplplying Jobs To Be Done To UX Strategy

Minimize my effort to find photos on my computer

Desired Outcomes Statements

MinimizeReduce

MaximizeIncrease

TimeAccessAbilityEffort

Direction Unit Qualifier or action

Page 14: Aplplying Jobs To Be Done To UX Strategy

Minimize my effort to find photos on my computer

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

Page 15: Aplplying Jobs To Be Done To UX Strategy

Calculate Opportunity Scores

9

Importance

3

Satisfaction

Satisfaction Gap6

Importance + Satisfaction Gap = Opportunity score

9 + 6 = 15

Page 16: Aplplying Jobs To Be Done To UX Strategy

Do 1st

Do 2nd

4. Align Efforts

Do last

Page 17: Aplplying Jobs To Be Done To UX Strategy

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

informed decisions. I’m looking forward

to incorporating it more and more.”

PRODUCT LEAD

Page 18: Aplplying Jobs To Be Done To UX Strategy

a. Concepts

b. Messaging

c. Differentiators

Outcomes

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a. Concepts

Desired Outcomes as heuristics: does the concept help or hurt?

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b. Messaging

Shift language to reflect JTBD

BEFORE

Our automated photo indexing is the best in the industry

AFTER

Find photos on your computer with less effort thanks to our smart indexing

Page 21: Aplplying Jobs To Be Done To UX Strategy

c. Differentiators

Pe

rfo

rma

nc

e

JTBD

Us Them 1 Them 2

Page 22: Aplplying Jobs To Be Done To UX Strategy

“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 of Intuit

Page 23: Aplplying Jobs To Be Done To UX Strategy

[On Arenas]: The driver of

categorization will in all

likelihood be the outcomes

that particular customers

seek (“jobs to be done”) and

the alternative ways those

outcomes might be met.

The End of Competitive Advantage, 2013

RITA GUNTHER MCGRATH

Page 24: Aplplying Jobs To Be Done To UX Strategy

JTBD

1. Understand users

2. Map JTBD

3. Identify opportunities

4. Align efforts

5. Redefine markets

Page 25: Aplplying Jobs To Be Done To UX Strategy

Danke schön

@JimKalbach