service design drinks warsaw #1 / uncovering the job your service is hired for
TRANSCRIPT
Uncovering the jobs your service is hired for
Service Design Drinks Warsaw #1 March 30, 2016 • Hannes Jentsch & Martin Jordan
People are n t interested in the service you are designing.
B E L I E F
They are only interest d in whatit does for them – or which jobit helps them to get d ne.
B E L I E F
“ 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
P O I N T O F V I E W
Customer jobs, hired solutions
S O L U T I O N S • toothpaste and toothbrush • chewing gum • professional tooth cleaning
J O B S • having a fresh breath • feeling fresh • preventing caries
Source: Icons by Ed Harrison, Alex Auda Samora from The Noun Project
B AC KG R O U N D
Service, Innovation, Design
M A R T I N J O R D A N , Experience design, HERE/Nokia
@Martin_Jordan
Cabinet OfficeGovernment Digital Service
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
@Kaffeetrinken
E X P E R T I S E
Articles
E X P E R T I S E
Articles
E X P E R T I S E
Meetups
E X P E R T I S E
Education
Customer Job
Service Solution
P O I N T O F V I E W
Orientating in unfamiliar
area
Using mapping service
P O I N T O F V I E W
Getting to appointment
in timeTaking a taxi
Source: Pexels
Rewarding for a tough day at work
Getting dinner
delivered
Source: Pexels
Emotional / personal jobs
Functional jobs
Social jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
P E R S P E C T I V E
Kinds of jobs
P E R S P E C T I V E
Job: Listening to music
Compact Disc
Jobs are solution-agnostic and remain valid over long time
Spotify Streaming
Vinyl record
Private concert
iTunes MP3
THEN NOW
B E G I N N I N G S
Origin story
Jobs of the milkshake by Clayton Christensen
Jobs of Snickers vs. Milkyway by Bob Moesta
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
B E G I N N I N G S
Origin story
B E L I E F
Jobs-to-be-Done is a …
Framework for developing & communicating products and services
Set of tools and methods for almost every part of the service development process
Mindset for understanding human behaviour, and why people switch from one offering to another
“ 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 T O N C H R I S T E N S E N , Professor for Management
Source: http://www.christenseninstitute.org/
A P P L I C AT I O N
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
Prob
lem
Def
init
ion
Prob
lem
Solu
tion
Source: British Design Council, 2005
A P P L I C AT I O N
JTDB in Service Dev Process
Personas & Job Executers
Contexts of Jobs
Driving Forces
Desired Outcomes
Consider- ation Set
Retrospective Interviews
A P P L I C AT I O N
Retrospective interviews
WHAT ‣Qualitative research method, based on interviews around
customers’ timeline leading up to a purchase
WHY ‣Way to uncover the ‘jobs’ people are trying to get done,
events & forces that lead them to ‘hire’ a specific solution; also ‘stated preferences’ are often different from ‘revealed preferences’
A P P L I C AT I O N
Retrospective interviews
HOW ‣Interview going backwards in time, looking out for key
events leading to purchase of a product or service
First thought
Event 1
BUY
Event 2
Passive looking
Active looking
Deciding Using
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
A P P L I C AT I O N
Driving forces
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
WHAT ‣Mapping what pushes people to and what pulls them away
from a certain offering
WHY ‣Understanding how forces get stronger or weaker over
time, knowing what to address in dev and communication
HOW ‣Looking out for hints in retrospective interview
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business as usual
New behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
A P P L I C AT I O N
Driving forces
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?DIRECT WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business as usual
New behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
A P P L I C AT I O N
Driving forces
A P P L I C AT I O N
Consideration Set
WHAT ‣Understanding competition in the users’ mind and their
particular qualities
WHY ‣Capturing what the real markets and competitive arena
are, uncover hidden competition
HOW ‣Looking out for current solutions, hacks and alternatives
during interviews, observations and other research
A P P L I C AT I O N
Consideration SetMilkshakeJob: consume something now that will stave off hunger until noon
VS
Snickers Banana Bagel
A P P L I C AT I O N
Desired Outcomes
WHAT ‣Set of metrics that define how people want to get the job
done and what it means to get the job done perfectly
WHY ‣People intuitively judge a service based on hundreds of
expectations & criteria, which they use to determine an offering’s value to them
HOW ‣Synthesising from research, phrased in consistent format
A P P L I C AT I O N
Desired Outcomes
Customer Job
Service Solution
Desired Out-
comes
FOR EXAMPLE ‣Increase usability of breakfast while driving car w/ 1 hand ‣Increase likelihood of making commute time entertaining ‣Minimise effort of food preparation or its pick-up time ‣Minimise hunger after arrival at office & before lunch ‣Minimise likelihood of making work cloth dirty while eating
A P P L I C AT I O N
Personas & Job Executers
WHAT ‣Segment customer groups according to ‘job executors’
WHY ‣Statements-of-fact, preferences, and demographics
frequently serve as distracting barriers
HOW ‣Describe the qualifiers more explicitly in terms of the
underlying thinking, jobs-to-be-done
A P P L I C AT I O N
Personas & Job Executers
Peter, 25 Barista’s jobs
Betti, 31 Store manager’s jobs‣Manage suppliers ‣Manage cashflow ‣Recruit good staff ‣Plan marketing activities ‣Ensure stock is full
‣Brew and serve coffee ‣Keeping counter clean ‣Keep cash box in order ‣Count tips correctly ‣Ensure stock is full
Example: Redesigning employee experience for coffee shop
A P P L I C AT I O N
Context of Jobs
WHAT ‣Understanding the situational circumstances of people that
limit their capabilities and resources
WHY ‣Being able to adapt service offering to people’s
surroundings in regards of time, space & cognition
HOW ‣Capturing contexts during all kinds of research activities
+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
The better you can define the situation, the better you can design the solution against
A P P L I C AT I O N
Context of Jobs
When
Wh
ere
Who
How
Wh
at
season month weekday
daytime
occasion
location
type
category
attrib. profile/mode
social
device
mot
ion
use
r act
.
r
outin
e
traffi
c
face
book
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…Historical traffic around location
Congestion/incidents on route
Congestion/incidents around loc.
…Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…In popular collection
In my friends collection
In my collection…
FreezingCool
Mild
Warm
HotNight
DayStorm
ySnow
yRainy
FoggyCloudy
Clear W
et seasonD
ry seasonW
interAutum
n
Summ
er
Spring
Janu
ary
Febr
uary
Mar
chAp
rilM
ayJu
neJu
lyAu
gust
Sept
embe
rO
ctob
erNo
vem
ber
Dece
mbe
r
Mon
day
Tues
day
Wedne
sday
Thur
sday
Frida
ySa
turd
ay
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI…
On streetIn buildingIn/at venue In parkOn mountainOn water
…
Airport
Department store
HotelCafe
RestaurantATM
Leisure
PT stationSightMall
Parking space
Junction
Highway…
Price range
Opening hours
Available parking…
…Com
mut
er
City
Dw
elle
r
Trav
eler
Age
30-3
9
Age
18-2
9
Age
< 18
Mal
e
Fem
ale
…With
ano
nym
ous
crow
d
With
kno
wn p
eopl
e
Alon
e
…Ro
aming
activ
e
Via 3G
etc
Via B
lueto
oth
Via W
iFi
Deskto
p
TabletPhone
…Asce
nding/descending
Trajecto
ry/bearing/direction
Driving WalkingStill
…Using app since 1d/1w/1m
Calculated a route to/from
ReviewedShared to/byCollected
Searched for
…Routine follow up action when x Situation
TO O L S & M E T H O D S
Context of Jobs
A P P L I C AT I O N
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
Prob
lem
Def
init
ion
Prob
lem
Solu
tion
Source: British Design Council, 2005
VA L U E
JTDB lens for Service Design
Helps you to generate new customer insights to redefine markets
Allows you to define compelling customer value propositions & develop new services
Enables you to tell convincing sales stories, communicate and market service offerings
R E A D I N G R E C O M M E N DAT I O N S
What Customers Want Using Outcome-driven Innovation to Create Breakthrough Products and Services —Anthony W. Ulwick
The Innovator's Toolkit 50+ Techniques for Predictable and Sustainable Organic Growth —David Silverstein & Philip Samuel
The Jobs-to-be-Done Handbook Practical techniques for improving your application of Jobs-to-be-Done —Chris Spiek & Bob Moesta
Exercise
1 5 M I N
A P P L I C AT I O N
Exercise, part 1
What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you.
What other solutions did you consider?
A P P L I C AT I O N
Exercise, part 2
Note the jobs fromyour discussion andadd following details
S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6
Uncovering the jobs your service is hired forExercise
What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job______________________________________
Personal / emotional job______________________________________
Social job______________________________________
Hired solution______________________________________
Short description of the situational context(when, where, who, what)____________________________________________________________________________
Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________
Considered options______________________________________
S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6
Uncovering the jobs your service is hired forExercise
What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job______________________________________
Personal / emotional job______________________________________
Social job______________________________________
Hired solution______________________________________
Short description of the situational context(when, where, who, what)____________________________________________________________________________
Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________
Considered options______________________________________
Getting to London
Being relaxed, not having to worry
Appreciating my friends’ travel recommendations
S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6
Uncovering the jobs your service is hired forExercise
What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job______________________________________
Personal / emotional job______________________________________
Social job______________________________________
Hired solution______________________________________
Short description of the situational context(when, where, who, what)____________________________________________________________________________
Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________
Considered options______________________________________
Getting to London
Being relaxed, not having to worry
Appreciating my friends’ travel recommendations
Flight with British Airways
Moving from Berlin to London with lots of baggage on short notice
Minimise stress with heavy baggage Minimise length of journey to city centre Increase comfort during journey, incl. seat space …
Lufthansa, Eurowings, Air Berlin, Ryanair
Share with all of us (2 pairs)
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 (Simplified example)
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
A P P L I C AT I O N
Customer Job Map
A P P L I C AT I O N
Customer Job Map
WHAT ‣Expanding customer journey maps with jobs-in-context
descriptions, wanted and unwanted outcomes
WHY ‣Clarify motivations in specific situations while customers
try to get a certain job done
HOW ‣Mapping key moments identified during retrospective
interviews & contextual research
A P P L I C AT I O N
Customer Job Map
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 flow
Understand your customers’ desired
outcomes
Don’t talk about features, but how
your offering helps getting jobs done
Questions, please!
Continue the conversation
› jobs-to-be-done.slack.com
› fb.com/jtbd.eu
N E X T
Join us in Berlin
Check for upcoming events:http://www.meetup.com/berlin-jobs-to-be-done-meetup/ http://www.fb.com/servicedesignberlin/events
#JTDB Meetup
ServiceDesignBerlinDrinks