ux strat usa 2017: jim kalbach, "using jobs to be done to create high-value products and...
TRANSCRIPT
Practical Jobs To Be Done:
A Way Of Seeing
@JimKalbach
1. Discover
2. Define
3. Design
4. Deliver
Develop
AGENDA
1. What are JTBDs? 30 minutes
2. Discover value 60 minutes
Break 15 minutes
3. Define value 45 minutes
4. Design value 30 minutes
5. Deliver value 15 minutes
6. (Re)developing value 15 minutes
1. WHAT ARE JTBDs?
“People don’t want a
quarter-inch drill, they
want a quarter-inch hole.”
THEODORE LEVITT
JOBS TO BE DONE (JTBD)
Why people “hire“ a product or service
Progress toward a goal
Process of solving a problem or evolving
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
HIERARCHY OF JOBS
Big
Small
Micro
Values
MAPPING
DON‘Ts
Reference technology
Indicate solutions
Mention specific methods
Don‘t use AND or OR
RULES FOR FORMULATING JTBD
DOs
✓ Start with a verb
✓ Focus on outcome of a process
✓ Indicate context / granularity
✓ Represent user‘s perspective
SCENARIO
You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that will eventually be used before, during and after an event by your customers.
There are many aspects of attending events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started.
Target job executor Conference goer
Core functional job Attend an industry event to continue professional development
Research and Observations
EXERCISE: FORMULATE JTBD
INSIGHT JTBD
You learned that getting permission from a boss to attend a conference is a big hurdle
People expressed that there are so many conferences these days, they don’t know which to attend
You observed people taking photos of slides with a mobile phone
Many people said that it’s hard to remember references while a presenter is speaking
Attendees often complained about poor wifi at conference venues
People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend
1
“Job to be done”
2. DISCOVER VALUE
1. Define job executor
2. Formulate core functional job
3. Conduct interviews
4. Extract JTBD
5. Create Job Map
6. Prioritize desired outcomes
Based on ODI by Tony Ulwick
4. EXTRACT JTBD
Look for verbs
5. MAP JTBD
via Tony Ulwick
NOT A CJM
NOT A CJM
2EXERCISE: CREATE JOB MAP
PART 1
Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.
2EXERCISE: CREATE JOB MAP
PART 1
Individually, read ONE interview and comb for JTBD. Write functional jobs on individual sticky notes beginning with an action verb.
PART 2
a. As a group, map your JTBD to “before,“ “during,“ and “after“
b. Then map to the 8 standard phases of a job map and re-label:Define, locate, prepare, confirm, execute, monitor, modify, conclude.
BEFORE DURING AFTER
BEFORE DURING AFTER
Define Locate Prepare Confirm Execute Monitor Modify Conclude
BEFORE DURING AFTER
Decide Plan Prepare Attend Network Record Summarize Report
SEE ALSO: Switch Method
Jobs-to-be-Done: The Handbook
Switch Timeline
3. DEFINE VALUE
Minimize the time it takes to summarize notes from an event
MinimizeReduceLower
MaximizeIncreaseRaise
TimeAbilityEffortChancesLikelihood
DIRECTION UNIT QUALIFIER
DESIRED OUTCOMES
No “ands” or “ors”
1. Maximize the ability to allow visitors in during the day
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
2. Reduce the chance of intruders getting in
1 2 3 4 5 6 7 8 9 10
Very low Very high
A. How important is this to you?
9
Importance
3
Satisfaction
Satisfaction Gap6
Importance + Satisfaction Gap = Opportunity score
9 + 6 = 15
FIND OPPORTUNITIES
Satisfaction
Importance
TONY ULWICK
3EXERCISE: PRIORITIZE
PART 1
Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes.
Examples:
• Increase the chance of getting permission from boss
• Maximize the amount of relevant information captured during event
• Minimize the time it takes to summarize notes from an event
3EXERCISE: PRIORITIZE
PART 1
Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes.
PART 2
As a group, prioritize the desired outcomes on a 2x2 grid: satisfaction vs importance
Satisfaction
Importance
Satisfaction
Importance
4. DESIGN VALUE
DON‘Ts
Reference technology
Indicate solutions
Mention specific methods
Don‘t use AND or OR
RULES FOR FORMULATING JTBD
DOs
✓ Start with a verb
✓ Focus on outcome of a process
✓ Indicate context / granularity
✓ Represent user‘s perspective
DESIGN VALUE
Job Stories
Alan Klement, “Replacing The User Story With The Job Story”
#2 – DESIGN FOR THE MARKET
4EXERCISE: WRITE JOB STORIES
PART 1
As a group decide on a desired outcome that has the most potential for Evensity. Locate where that would fall on the job map.
Write as many job stories as you can, getting more and more granular as needed.
BONUS: Sketch a version of the solution from the job stories
5. DELIVER VALUE
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
SPEAK TO THE MARKET
Shift language to reflect JTBD
BEFORE
Our conference software features integrations with professional networking platforms.
AFTER
Connect with like-minded people to increase your professional network
Functional job (1)
Desired outcome
Situation & Motivation
Functional job (2)
Emotional jobSocial job
5EXERCISE: SPEAK TO THE MARKET
PART 1
Compose a few marketing messages for Evensity that highlight different jobs to be done
PART 2
Write a help desk article for a key feature you‘re focusing on using the JTBD pattern.
6. (RE)DEVELOP VALUE
WHAT IS A MARKET?
T.A.M.
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
“If you can’t identify an exit
strategy, you can’t identify
your market”
Michael Boysen
Disruption
Sustaining
WHAT IS “DISRUPTION“?
Lower performance:Cheaper
EasierQuicker
Convenient
PERFORMANCE
TIME
MARKETDEMAND
LOW
HIGH
Encyclopedias Wikipedia
Book stores Amazon
CDs MP3
Film photography Digital photography
Premium airlines Budget airlines
Rental cars Car sharing
Telephone VOIP
GoToMeeting gets high-definition
video conferencingchamilton Aug 2, 2011 - 5:00 AM CDT
Skype for business
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 ofIntuit
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
JTBDs give designers a way of
capturing insight that leverages our
skills to help businesses succeed.
RESOURCES
