Fishing for the Jobs to be Done - JTBD Interviewing Part 1

FISHING FOR THE JOBS TO

BE DONE

FISHING FOR THE JOBS TO

BE DONE

FISHING FOR THE JOBS TO

BE DONE

FISHING FOR THE JOBS TO

BE DONE

ANDREJ BALAZ SENIOR UX DESIGNER AT THINK MOTO

@DESIGNAMYTE

THE SWITCHTHE FOUR FORCES OF PROGRESS

FISHING FOR THE STORY

THE SWITCHTHE SWITCH

THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE

TOWARDS A NEW SOLUTION.BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP

PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.

PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.

NOT FEATURESBUT EXPECTED OUTCOMES

INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE

TO HIRE OR FIRE A PRODUCT.

INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE

TO HIRE OR FIRE A PRODUCT.

REAL STORY

INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE

TO HIRE OR FIRE A PRODUCT.

REAL STORYTRADE-OFFS

INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE

TO HIRE OR FIRE A PRODUCT.

REAL STORYTRADE-OFFS

CONSIDERATION SET

WHAT MAKES PEOPLE SWITCH

WHAT MAKES PEOPLE SWITCH

YOUBUSINESS AS USUAL NEW BEHAVIOUR

ANXIETYOF THE NEW SOLUTION

HABITOF THE PRESENT

BU

SIN

ESS

AS

USU

AL N

EW

BE

HA

VIO

UR

PUSHOF THE SITUATION

PULLOF THE NEW SOLUTION

YOU

GETTING TO THE STORY

GETTING TO THE STORY

FIRST THOUGHT

FIRST THOUGHT CONSUMING

YAY OR NAYPASSIVELOOKING

ACTIVELOOKING

DECIDING

EVENTONE

EVENTTWO

I’m not putting in any real energy, but I start

noticing options

I’m investing energy and time into finding a

solution.

I’ve narrowed my options to two or three. I understand my crieteria.

I’ve used it for a while and I understand if it does the job or not.

I’ve had enough. This needs to get

solved.

If I don’t get this solved by a certain time, it’s not going

to be good.

I’ve paid money. There is no going

back. I’ve comitted.

CONSUMING YAY OR NAY

ACTIVELOOKING

DECIDING

EVENTONE

EVENTTWO

PASSIVELOOKING

FIRST THOUGHT

What I have might not be working

anymore

NEXT UPNEXT UP

TIPS FOR INTERVIEWING & NOTE TAKINGHOW TO MAKE JTBD ACTIONABLE?

JTBD.INFOALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZBALAZ.DE

@DESIGNAMYTE

JTBD.INFOALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZBALAZ.DE

@DESIGNAMYTE