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Capturing Contexts A service for the very moment A workshop with jobs-to-be-done tools Service Experience Camp 2015 Andrej Balaz, Hannes Jentsch & Martin Jordan
B A C KG R O U N D Product, Innovation, Design ANDREJ BALAZ, Senior Service Designer, IXDS HANNES JENTSCH, Design & Innovation Consultant, Freelance MARTIN JORDAN, Experience design, HERE/Nokia @Designamyte @Kaffeertrinken @Martin_Jordan
POINT OF VIEW Customer jobs & hired solution JOBS • having a fresh breath • feeling fresh • preventing caries SOLUTION • toothpaste and toothbrush
Ask & listen to your neighbour 2 MIN E AC H
WA R M - U P Uncovering jobs Which interesting food related service did you start using this year? What ‘jobs’ is it doing for you? What did do the job before?
Share with all of us
EXAMPLE Let’s talk about something pleasant … What is the job of wine?
EXAMPLE How most wines are organised in wine stores Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
EXAMPLE Organising the retail space around a specific job: making dinner a little better Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
EXAMPLE Organising the retail space for a second job: expressing appreciation Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
EXAMPLE Take-away Uncovering customer jobs helps understanding their desired outcomes Finding your real competition, refining the market you are in Rephrasing the messaging around your offering to match the customers’ mental model & language
EXAMPLE Let’s look at a mobile service What is Pocket’s context of use?
EXAMPLE Pocket: in the office 5 min, end of lunch break
EXAMPLE Pocket: in the office Found article, saved for later
EXAMPLE Pocket: on the go 15 mins time to bridge
EXAMPLE Pocket: on the go Review articles, choose one
EXAMPLE Pocket: at home On sofa, 45 min free time
EXAMPLE Pocket: at home Deep read & shared w/ others
EXAMPLE Take-away Main job of ‘making me a smarter, better human’ carried through various contexts and situations Limited resources & capabilities in regards of time, space & cognitive capacities Specific sub-jobs that need a hand-over from one situation to another
TOOLS & MINDSETS + + Al + + + Situation The better you can define the situation, the better you can design the solution against ir pa re n Ca ri n Ra i M M or n on d in ay g ar m rin di g d n’ t Us ua l at ly g th on at e tim e Context for understanding situational needs
Goal-directed task analysis to investigate needs depending on situation and goals Situation Raining outside Situation Hellish hot outside Goal Getting to the office Goal Getting to the office Need Staying dry Need Getting there in time Need Not getting sweaty
TOOLS & MINDSETS When Retool season A Sep ugust tem ber Oc No tober vem De cem ber be r January Februar y March April May June July Mo n We Tue day dn sda Th esd y a ur sd y Sa Frid ay tu ay rd ay c fac eb oo k traﬃ c tio n Con gest ion/ Con incid gest en ion/ Histo incid ts arou rical traﬃ ents on nd loc. … c aro r und oute locat ion ing rn n Mo Noo on no g n ter Af veni t E h Nig e ris un S set S un Travel … Situation … Outdoor attrib. … Commuter Fema le Male Age < 18 Age 18-2 9 Age 30-39 Traveler City Dweller profile/mode Who Alo ne Wit hk no Wit h an wn pe o ony … mo ple us c row d en Airp t s or to t re l te Ho fe Ca nt ra M au st AT Re re isu n Le tio sta ght PT Si ll Ma e pac gs ion kin Par Junct y hwa Hig … range Price urs ing ho Open ing le park Availab … Ta b De let Via skto Via WiF p i Via Blue t Ro 3G e oot am h t … ing c ac tiv e tm y ne ho r go te ca on oti m De pa r On s In b treet In/ uildin at ven g ue On In mo par k u On ntai wa n ter … typ e n t io rec l /di Stil ing ing ding r lk ea n Wa ng y/b esce ivi d Dr tor e c ing / j Tra end c As … Wher e … … locatio n Indoor Near POI of cat. X Near PO I cluste r of cat. X Movin g towa Dista rds X nce t o des tinatio Dista n nce t o PO I for Searched d Collecte y d to/b Share om to/fr m ed 1 oute eview R d a r 1d/1w/ ulate ince Calc ps g ap Usin P … ent intm ppo rs ed a in x hou n d plan g At a schedule eavin L en t nsit intm In tra Appo g Arrivin onth rly in m Ea salary) onth (f.ex Late in m Commute Known ar ea Unknown are a First time visit Routinely visited place Routinely used route Routine follow up action when x soc ial de vic e Ho w act. user ay nd ion occas routine lec Su me yti da co l we ek d ay po pu la r Lik e Lik d by e Po d by me pu la frie Vi s ite r on nds db f Vi s ited y m aceb oo e … by k frie nd s What Spring Summer Autumn Winter Dry season Wet season Clear In n io ct n tio colle ec o ll d s y c rien m yf m In … In c. lle o Cloudy Foggy Rainy y Snow my Stor Day ht Nig t Ho rm Wa d Mil l o Co zing e Fre … er ath we mon th
TOOLS & MINDSETS Job Stories Communicate the design task Describe a real user’s need in context Validate design solutions
TOOLS & MINDSETS Job Stories Formulate each job into a statement (or job story) When I want to Situation So I can Need Goal
TOOLS & MINDSETS Job Stories When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and share them whenever I have the opportunity So I can I can let my friends and family know how I am.
VA L U E Benefits 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.
QUOTE “ because people are so focused on Often, the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem. ” — A L A N K L E M E N T, Product designer & engineer Source: Replacing The User Story With The Job Story, Medium, https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27
EXERCISE Let’s get hands-on … How might we create the best dinner food service for urban dwellers in special contexts?
Get together in groups of 3, and describe a very specific evening dinner situation. 15 MIN
Write 2 job stories When I want to Situation So I can Need Goal
Share & Reflect: Present
Pitfalls, tips and tricks
Pitfalls #1 Don’t write stories too abstract.
Pitfalls #2 Don’t formulate stories too general.
Pitfalls #3 Don’t include solutions into stories.
Pitfalls #4 Don’t include more than one context and goal.
Pitfalls #5 Don’t fantasise or make your stories up.
Tips & tricks #1 Think in struggles rather than outcomes.
Tips & tricks #2 Write it like in the 70s – avoid mentioning tech.
Tips & tricks #3 Start with the situation, continue with goal, only then turn to need. (GDTA)
Tips & tricks #4 Split stories if find two goals or more contexts.
Tips & tricks #5 If you struggle in writing, do further research!
F U R T H E R S T U DY I N G In ‘The Service Gazette’ #1
Thanks for your interest and for joining! And see you at a #JTBD meetup nearby some time soon All infos about the Jobs-to-be-Done Meetup Berlin here: http://meetup.com/Berlin-Jobs-To-Be-Done-Meetup/