carnegie mellon qatar ©2006 - 2011 robert t. monroe course 70-446 job scoping, heuristic...

Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446

Job Scoping,Heuristic Redefinition,

and Nine Boxes

Robert Monroe

Innovative Product Development

February 8, 2011


By The End Of Class Today, You Should:

• Be able to apply the Job Scoping technique to explore the underlying issues that your JTBD addresses (focusing up) as well as the detailed, ancilliary jobs you may need to consider to successfully address your JTB

• Be able to use Heuristic Redefinition to place your JTBD in context and explore the interactions that the JTBD you have identified, as well as solutions you are considering, have with the rest of the world

• Be able to use the Nine Boxes technique to understand the context (past/present/future, subsystems/systems/supersystems) in which your JTBD lives


Phase 1: Identify The Opportunity

Source: Cagan and Vogel, Creating Breakthrough Products, [CV02] Chapter 5.

Launch* Realize Conceptualize UnderstandIdentify


Discussion: Challenge Problem 1

• What made this exercise:– Easy or hard?– Interesting or boring?– Frustrating or pleasant?

• Did you find it challenging to focus on your customers’ needs, and their Jobs To Be Done without jumping to propose solutions?– Why do you think that is?

• Key idea: it takes discipline and practice to focus on your customers’ challenges, problems, needs, wants, and desires rather than the product or service you hope to sell them!


Some Thoughts On Challenge Problem 1


Job Scoping Analysis


Jobs Scoping Analysis

• Goals: – Refine your JTBD to something more specific, or more general– Identify additional JTBD’s related to the original

• JTBD analysis steps– List current focus – state JTBD– Identify barriers (focus down)– Develop new jobs (lower level, more specific)– Identify reasons (focus up)– Develop new jobs (higher level, more general)– Determine your project focus

Source: [SSD09] pages41-43.


Job Scoping Worksheet

Source: [SSD09] page 41.


Exercise: Job Scoping

• Use the Job Scoping technique and worksheet to identify new jobs, with both broader and more narow foci for the following JTBD:

– Record images from vacations to share with friends

•


Heuristic Redefinition


Heuristic Redefinition Analysis

• Goal: to understand the context in which the Job To Be Done is currently handled, and identify important related (ancilliary) Jobs To Be Done

• Visual technique to identify the context/system in which the job takes place, and all factors that affect the customer’s efforts to do the job

• Heuristic Redefinition steps1. Visualize the overall system and its elements2. Label system elements and how each relates to the JTBD3. Create a problem statement for each element identified4. Pick the best elements for innovation

Source: [SSD09] pages 27-35.


Exercise: Heuristic Redefinition

• Use the Heuristic Redefinition technique and worksheet to visually map the context and system used in the current world to complete the following JTBD:



Pick The Best Elements For Innovation

Source: [SSD09] page 32.


Nine Windows Analysis


Nine Windows Analysis

• Goal: much like Heuristic Redefinition, the goal with nine windows analysis is to understand the context in which the Job To Be Done is currently handled, and identify important related (ancilliary) Jobs To Be Done

• Structured technique in which you look at a JTBD in the context of all permutations of time (past, present, future) and scale (subsystem, system, supersystem)

• Nine windows steps1. Prepare the nine windows grid2. Fill in the JTBD in the center box (can also use an innovation

opportunity not expressed as a JTBD)3. Identify Super-system and Subsystem for curent state (and time)4. Determine the past and future for current state5. Complete the grid – fill in the four corners to show how it could be6. Reassess your opportunity

Source: [SSD09] pages 27-39.


Nine Windows Analysis Grid

Nine WindowsPast Present Future

Super System

System

Sub System


Exercise: Nine Boxes

• Use the nine boxes analysis technique and worksheet to evaluate the context of the following JTBD:



Final Exercise


Final exercise

• Use the following techniques to expand your exploration of the JTBD you selected for challenge problem 1:– Job scoping

– Heuristic redefinition

– Nine boxes

• Be prepared to share with the class


Wrap Up


References

[SSD09] David Silverstein, Philip Samuel, Neil DeCarlo, The Innovator’s Toolkit, John Wiley and Sons, 2009, ISBN: 978-0-470-34535-1.

carnegie mellon qatar ©2006 - 2011 robert t. monroe course 70-446 job scoping, heuristic...

Documents