how to design things that people want scotland jf hector... · 2019. 7. 11. · © the app business...

© The App Business

HOW TO DESIGN THINGSTHAT PEOPLE WANTAn introduction to Jobs-to-be-Done

Jean-Francois Hector

© The App Business �2

Founded in 2009, we are

over 200 mobile and technology

specialists, based out of our head-

quarters in King’s Cross.

1 of 7 Apple Global Mobility

Partners, members of the Android

Agency, and group partners with

both Amazon and Microsoft.

Part of digital services connective,

Kin + Carta, working alongside

over 1,500 digital experts globally

to provide an end-to-end service.

BATH SINGAPORELIVERPOOL LONDONLEEDS MANCHESTEREDINBURGH NEW YORK SAN FRANCISCOCHICAGOBUENOS AIRES

- OUR LOCATIONS -


We make critical products for the world’s biggest companies

© The App Business

We’re opening an office in Edinburgh in July!

We’re hiring in all disciplines

Design · Development · Delivery

© The App Business

HOW TO DESIGN THINGSTHAT PEOPLE WANTAn introduction to Jobs-to-be-Done


“Can you just quickly design a few screens for <feature name>?”

Have you ever been in a situation like this?


“We don’t have time for user research/testing.

We need to build more features.”



“<Stakeholder name> preferred the previous

design. Let’s revert back to that one.”



Some of the people we work with don’t understand or value user-centred designas much as we’d like them to.


We need a clearer way to articulate our process and thinking

to bring others along with us.

�11© The App Business

Jobs-to-be-Done


Jobs-to-be-Done is

a powerful way of thinking that

puts people’s real situations of struggle

and desired outcomes

at the centre of every conversation.


Jobs-to-be-Done

2 ideas

3 questions

WHAT IS JOBS-TO-BE-DONE?


2 ideas

IDEA 1



People don’t want products, services or features.

People want to get from a situation of struggle

to their desired outcomes.


Coffee


Situation of struggle

I didn’t sleep well. I’m

struggling to focus and get

motivated to do my work.I’m feeling anxious/guilty

Coffee?

Nap?Meditate?

Procrastinate?

Delegate?

• I manage to focus on my work• My work is done by 6

• Not stressed over the weekend

Desired outcomes


People don’t want products, services or features.

People want to get from a situation of struggle

to their desired outcomes.

IDEA 2



Focusing on product features makes design hard.

Focusing on situations of struggle anddesired outcomes makes design easier.


3. What solutions are they currently using?

4. Can we make this quicker or easier?

1. What are ourcustomers’ specific

situations of struggles?

2. What outcomes arethey hoping for?

HOW TO USE JOBS-TO-BE-DONE


3 questions

QUESTION 1


© The App Business

“What situations of struggle and desired outcomes are we designing for?”

When others are starting from feature ideas, ask:


Case study: The Met Office app




Apple Watch SupportToday screen

AnimationsFavorite locations

Daily snapshotLocal forecast summary

App customisation

GPS tracking

Interactive onboarding

Push notificationsHourly forecasts

Accessibility features

Search for locations

Starting from feature ideas didn’t give us a direction


All the weather app features?


Look at the sky?

Look at a weather app?

Chance it?

I’m leaving home for the day.

I’m in a rush. I don’t know

what clothes / rain gear I need

to take. I’m going to be across

multiple locations today.

• Enjoy my day and stay dry

• Be out of the door immediately

QUESTION 2



“How can we make it easier for peopleto go from their situation of struggleto their desired outcomes?”

When others are trying to be innovative, ask:


Example: Tesco Now




Go to off license / supermarket

Do nothing

I’m entertaining guests, and we’ve just run out of

something. I’m feeling

embarrassed.

Situations of struggle

• My friends have a good time

• We continue to have fun

• Not feel shame

• Look good

Desired outcomes

Use Tesco Now

�41

© The App Business

Struggles • …• …• …

Desired outcomes • …• …

Habits • …• …• …

Anxieties • …• …• …

New

solution

Current

solution

Struggles • Limited range

• Product quality

• Weather

• Unsafe area

Desired outcomes • Stay in the flow

• Speed

Habits • Getting inspired

• Choosing

substitutes

Anxieties • Substitution

errors

• Reliability

• Cost

Go to off license/ supermarket

Use Tesco Now

I’m entertaining guests, and we’ve just run out of

something. I’m feeling embarrassed.

QUESTION 3



“How quickly & easily does our ideatake people from their situation of struggle to their desired outcomes?”

When others judging ideas by how they look or sound, ask:


Brief a consultant

Lower margins

Order a report

My buyer called to say that our

brand isn’t performing well.

They want a solution ASAP.

Situations of struggle

• I understand where sales are

down, why, and how to fix it

• My buyer is convinced that ourbrand is in demand

Desired outcomes

Our new tool?

LET’S RECAP



People don’t want products, services or features.People want to get from a situation of struggle to their desired outcomes.

Focusing on product features makes design hard.Focusing on situations of struggle anddesired outcomes makes design easier.



“How quickly & easily does our idea take people from

their situation of struggle to their desired outcomes?”

“How can we make it easier for people to go from their

situation of struggle to their desired outcomes?”

© The App Business

[email protected] @jfhector

We are hiring in London and Edinburgh. Get in touch!

THANK YOU

mailto:[email protected]


Competing Against Luck by Clay Christensen

jobstobedone.org by Bob Moesta and Chris Spiek

The why before the why by Jason Fried

Position, position, position! by Ryan Singer

Products are functions by Ryan Singer

Sources and recommended reading

http://jobstobedone.org

how to design things that people want scotland jf hector... · 2019. 7. 11. · © the app business...

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