Introduction to JTBD at IXDS Design Expert Exchange

SEEING THROUGH

JOBS

SEEING THROUGH

JOBS

SEEING THROUGH

JOBS

SEEING THROUGH

JOBS

ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE

WHAT DO PEOPLE WANT

WHAT DO PEOPLE

WANT

WARM-UPWARM-UP

WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY?

WHAT JOBS IS IT DOING FOR YOU?

WHAT DID YOU REPLACE?

2 PEOPLE, 4 MINUTES EACH

TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND

PRODUCT CHARACTERISTICS

TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND

PRODUCT CHARACTERISTICS

ADDING FEATURESFOCUSING ON COMPETITORS’

OFFERINGS

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

THE CUSTOMER HAS A JOB TO DO AND WILL HIRE

THE BEST PRODUCT OR SERVICE TO GET IT DONE.

WHAT IS A JOB?

WHAT IS A JOB

FUNCTIONAL JOBSEMOTIONAL JOBS

SOCIAL JOBS

FUNCTIONAL JOBSEMOTIONAL JOBS

SOCIAL JOBS

TASKS CUSTOMERS WANT TO DO

FUNCTIONAL JOBSEMOTIONAL JOBS

SOCIAL JOBS

TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION

FUNCTIONAL JOBSEMOTIONAL JOBS

SOCIAL JOBS

TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION

HOW THEY WANT TO BE PERCEIVED BY OTHERS

JOBS ARE FAIRLY CONSTANT

OLD WAY:

LIBRARY

OLD WAY:

LANDMOWER

NEW WAY:

INTERNET

NEW WAY:

MODIFIED SEEDS

SEARCH FOR INFORMATION

GET A NICE LAWN

JOBS ARE SOLUTION-NEUTRAL

JOBS ARE SOLUTION-NEUTRAL

FOCUS ON OUTCOMES PEOPLE WANT TO ACHIEVE,

THE PROBLEMS TO BE SOLVED AND THE TASKS TO GET DONE

HOW TO FIND THE

JOBS

HOW TO FIND THE

JOBS?

INTERVIEW PEOPLE WHO

SWITCHED FROM ONE PRODUCT TO

ANOTHER

INTERVIEW PEOPLE WHO

SWITCHED FROM ONE PRODUCT TO

ANOTHER

REAL STORY

TRADE-OFFS

CONSIDERATION SET

INTERVIEW PEOPLE WHO

SWITCHED FROM ONE PRODUCT TO

ANOTHER

UNDERSTAND THEIR DECISION-MAKING

PROCESS

UNDERSTAND THEIR DECISION-MAKING

PROCESS

CASUALITY

EVENTS

INTERVIEW PEOPLE WHO

SWITCHED FROM ONE PRODUCT TO

ANOTHER

UNDERSTAND THEIR DECISION-MAKING

PROCESS

ANALYZE THE FORCES THAT MADE

THEM SWITCH

ANALYZE THE FORCES THAT MADE

THEM SWITCH

STRUGGLES

MAGNETISM OF THE NEW

ANXIETIES, FEARS

HABITS

FIRST THOUGHT CONSUMING

YAY OR NAYPASSIVELOOKING

ACTIVELOOKING

DECIDING

EVENTONE

EVENTTWO

INTERVIEW PEOPLE WHO

SWITCHED FROM ONE PRODUCT TO

ANOTHER

UNDERSTAND THEIR DECISION-MAKING

PROCESS

ANALYZE THE FORCES THAT MADE

THEM SWITCH

ANXIETYOF THE NEW SOLUTION

HABITOF THE PRESENT

BU

SIN

ES

S A

S U

SU

AL N

EW

BE

HA

VIO

UR

PUSHOF THE SITUATION

PULLOF THE NEW SOLUTION

YOU

JOB STATEMENTS

JOB STATEMENTS

MANAGE PERSONAL FINANCES AT HOME.

ACTION VERB OBJECT OF ACTION CONTEXTUAL CLARIFIER

MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.

MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.

GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.

MAKING JOBS

ACTIONABLE

MAKING JOBS

ACTIONABLE

ENTER JOB STORIES

WHEN

I WANT TO

SO I CAN

I AM ON MY WAY TO WORK,

GET THERE QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

WHEN

I WANT TO

SO I CAN

I AM ON MY WAY TO WORK,

GET THERE QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

SITUATION

NEED

GOAL

WHEN

I WANT TO

SO I CAN

I AM ON MY WAY TO WORK AND IT’S RAINING AND I AM LATE,

GET THERE FAST AND WITHOUT GETTING WET,

AVOID FEELING EMBARASSED IN FRONT OF MY COLLEAGUES.

SITUATION

NEED

GOAL

AS A

I WANT TO

SO I CAN

WHEN

I WANT TO

SO I CAN

I AM ON MY WAY TO WORK,

GET THERE QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

WORKING SINGLE PARENT

GET TO WORK QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

USER STORY JOB STORY

WHEN

I WANT TO

SO I CAN

I AM ON MY WAY TO WORK,

GET THERE QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

AS A

I WANT TO

SO I CAN

WORKING SINGLE PARENT

GET TO WORK QUICKLY AND WITHOUT DELAYS,

ATTEND MY MORNING MEETING ON TIME.

USER STORY JOB STORY

IRRELEVANT

STEPPING UP THE GAME

STEPPING UP THE

GAME

JTBD.INFOALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZ@DESIGNAMYTE

JTBD.INFOALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZ@DESIGNAMYTE