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Designing Products Against Customer Jobs

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Designing products against customer jobs ProductTank Berlin #7: Lean UX July 22, 2015 • Hannes Jentsch & Martin Jordan


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B A C KG R O U N D Product, Innovation, Design HANNES JENTSCH, Design & Innovation Consultant, Freelance MARTIN JORDAN, Experience design, HERE/Nokia @Kaffeertrinken @Martin_Jordan


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POINT OF VIEW Jobs-to-be-Done Framework in Context of Lean Approach Applied JTBD tools in lean environments for past 2 years at Nokia’s HERE JTBD tools help to formulate a minimal viable product that fits the customers’ jobs


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QUESTION Your JTBD experience Who of you has used the Value Proposition Canvas? Who of you has investigated customers jobs?


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QUOTE “ don’t want to buy People a quarter-inch drill. They want a quarter-inch hole! ” — 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


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


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JOB Orientate in an unfamiliar area


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JOB Communicate with a friend


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JOB Document my life


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QUOTE “ 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. ” — C L AY C H R I S T E N S E N , Professor for Management Source: http://www.christenseninstitute.org/


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BELIEF Job-to-be-Done is a … Framework for developing & communicating product and services Mindset for understanding human behaviour, and why people switch from one offering to another Set of tools and methods for almost every part of the product development process


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A P P L I C AT I O N In Lean Product Development Source: ‘Mastering Lean Product Development: A Practical, Event-Driven Process for Maximizing Speed, Profits, and Quality’ by Ron Mascitelli


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A P P L I C AT I O N In Lean Product Development Retrospective Consideration Set interviews Forces Customer Job Map JTBD-based Marketing Customer Job Job Stories -----------------------> Definition


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TOOLS & METHODS Retrospective Interviews 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 specific solution. It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase. Event 1 Event 2 First thought BUY Passive looking Active looking Deciding Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany. Consuming


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TOOLS & METHODS Forces FORCE S P RO M OTING A NE W CHO IC E P U SH PULL Business as usual New behaviour HA B IT ANX IE T Y FORCE S B LO CKING CHA NGE Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.


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TOOLS & METHODS Forces FORCE S P RO M OTING A NE W CHO IC E W EA K S IG NA L BE T TER PRICE Business as usual New behaviour D IR ECT W ITH DRAWA L K EEP NUM BE R? FORCE S B LO CKING CHA NGE Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.


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TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Entertaining in the evening


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TOOLS & METHODS Consideration Set Understanding competition in the users’ mind and their different qualities. Television Concert Friends Streaming Service Free Live Social Choice


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TOOLS & METHODS Customer Job Definition So 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 clarification of the context in which the job is performed. e.g. ‘Clean clothes quickly’ or ‘Manage personal finances at home’ Gains Jobs 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.


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Kinds of jobs Functional jobs Emotional / personal jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. Social jobs


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A P P L I C AT I O N In Lean Product Development Retrospective Consideration Set interviews Forces Customer Job Map JTBD-based Marketing Customer Job Job Stories -----------------------> Definition


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TOOLS & METHODS Customer Job Map Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 5 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WA N T E D O U T C O M E Discovering the best option to get to work fast U N WA N T E D O U T C O M E Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 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


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TOOLS & METHODS Job Stories For describing context, brief for idea, validating designs, measuring success When I want to Situation So I can Need Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27. Goal


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TOOLS & METHODS 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 sync them whenever connected to a WiFi So I can I can share my photos with friends and family.


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TOOLS & METHODS JTBD-based Marketing Taking not about your product features, but name the customers’ problems – so they know your offering is a solution worth hiring.


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TOOLS & METHODS JTBD-based Marketing Resources: Joanna Wiebe, http://www.slideshare.net/copyhackers


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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.


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


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R E C O M M E N D AT I O N S Understand your customers’ desired outcomes Address progressblocking forces, foster forces that promote progress Embrace JTBD language across silos to reduce friction & improve knowledge flow Don’t talk about features, but how your offering helps getting jobs done


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


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