Designing products against customer jobs

ProductTank Berlin #7: Lean UXJuly 22, 2015 • Hannes Jentsch & Martin Jordan

B AC KG R O U N D

Product, Innovation, Design

H A N N E S J E N T S C H ,Design & Innovation Consultant,Freelance

@Kaffeertrinken

M A R T I N J O R D A N ,Experience design,HERE/Nokia

@Martin_Jordan

P O I N T O F V I E W

Jobs-to-be-Done Frameworkin Context of Lean Approach

Applied JTBD tools in lean environmentsfor past 2 years at Nokia’s HERE

JTBD tools help to formulate a minimal viable product that !ts the customers’ jobs

Who of you has usedthe Value Proposition Canvas?

Who of you has investigatedcustomers jobs?

Q U E S T I O N

Your JTBD experience

“People don’t want to buya quarter-inch drill.They want a quarter-inch hole!

”

Q U OT E

— T H E O D O R E L E V I T T, American Economist

Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure

F O C U S

Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework: http://www.slideshare.net/ClementGenin/jobstobedone

The product analysis, design and sale should focus on:

developing the product

asking what users want

matching market trends

understanding the jobs that users try to get done

J O B

Orientate in anunfamiliar area

J O B

Communicatewith a friend

J O B

Documentmy life

“Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.

”

Q U OT E

— C L AY C H R I S T E N S E N , Professor for Management

Source: http://www.christenseninstitute.org/

B E L I E F

Job-to-be-Done is a …

Framework for developing & communicating product and services

Mindset for understanding human behaviour, and why people switch from one o"ering to another

Set of tools and methods for almost every partof the product development process

Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Pro!ts, and Quality’ by Ron Mascitelli

A P P L I C AT I O N

In Lean Product Development

Retrospective interviews

Forces Customer Job De!nition

CustomerJob Map

Job Stories ----------------------->

Consider-ation Set

JTBD-basedMarketing

A P P L I C AT I O N

In Lean Product Development

Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a speci!c solution.

It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase.

Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.

TO O L S & M E T H O D S

Retrospective Interviews

Firstthought

Event 1

BUY

Event 2

Passivelooking

Activelooking

Deciding Consuming

PUSH PULL

HABIT ANXIETY

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Businessas usual

Newbehaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

TO O L S & M E T H O D S

Forces

WEAK SIGNAL BETTER PRICE

KEEP NUMBER?DIRECTWITHDRAWAL

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Businessas usual

Newbehaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

TO O L S & M E T H O D S

Forces

TO O L S & M E T H O D S

Consideration SetUnderstanding competition in the users’ mind and their di"erent qualities.

Entertainingin the evening

TO O L S & M E T H O D S

Consideration SetUnderstanding competition in the users’ mind and their di"erent qualities.

Concert Friends

Live Social

Television

Free

StreamingService

Choice

TO O L S & M E T H O D S

Customer Job De!nitionSo called job statements can be used to describe a job-to-be-done. Key components of a job statement are an action verb, the object of the action, and clari!cation of the context in which the job is performed.

e.g. ‘Clean clothes quickly’

or ‘Manage personal !nances at home’

Jobs

Gains

Pains

Resources: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.

Emotional /personal

jobs

Functionaljobs

Socialjobs

Kinds of jobs

Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.

Retrospective interviews

Forces Customer Job De!nition

Job Stories ----------------------->

Consider-ation Set

JTBD-basedMarketing

A P P L I C AT I O N

In Lean Product Development

CustomerJob Map

Phase 1

Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint

Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7

Phase 5�4JNQMJmFE�FYBNQMF

C O N T E X TWoke up too late that morning

TO U C H P O I N TUrban navigation app

WA N T E D O U T C O M EDiscovering the best option to get to work fast

U N WA N T E D O U T C O M EWasting more time with searching for options

F U N C T I O N A L J O BFinding the fastest way to get to work

E M O T I O N A L J O BRegaining control of the situation

S O C I A L J O BLetting my colleagues know when I will arrive at work

Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for –Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany

TO O L S & M E T H O D S

Customer Job Map

For describing context, brief for idea,validating designs, measuring success

When I want to So I canSituation Need Goal

Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 fromhttps://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.

TO O L S & M E T H O D S

Job Stories

When I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet

I want to easily pick photos I took that day andsync them whenever connected to a WiFi

So I can I can share my photos with friends and family.

TO O L S & M E T H O D S

Job Stories

TO O L S & M E T H O D S

JTBD-based Marketing

Taking not about your product features, but name the customers’ problems – so they know your o"ering is a solution worth hiring.

TO O L S & M E T H O D S

JTBD-based Marketing

Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers

VA L U E

Bene!ts for all team members

Product owners and managers know what kind of products they are developing and who they are competing with.

Developers know the context of the product and its sprints, can prioritise better and see purpose.

Designers know the context and desired outcomes of the user and can design against these accordingly.

QA engineers know the essential use and test cases,can prioritise better.

N E X T

Where to start

Conduct retrospective interviews with customers or users who used your or your competitors’ o"ering.Understand the jobs they tried to get done.And start tweaking your product accordingly.

R E C O M M E N DAT I O N S

Address progress-blocking forces, foster forces that promote progress

Embrace JTBD language across silos to reduce

friction & improve knowledge #ow

Understand your customers’ desired

outcomes

Don’t talk about features, but how

your o"ering helps getting jobs done

N E X T

Berlin JTBD Meetup

Check meetup.com for the upcoming event:http://www.meetup.com/berlin-jobs-to-be-done-meetup/