Jobs-to-be-Done Meetup Berlin #8: Conducting Retrospective JTBD Interviews Zalando — November 25, 2015 Andrej Balaz Hannes Jentsch Hubert Gertis Martin Jordan Tor L. Bollingmo
Jobs-to-be-Done Meetup Berlin #8: Conducting Retrospective JTBD Interviews
Zalando — November 25, 2015
Andrej Balaz Hannes Jentsch Hubert Gertis Martin Jordan Tor L. Bollingmo
Where
Kindly supported by
What
Understanding why people are switching from one product to another—and the outcomes they want to achieve
P O I N T O F V I E W
Customer jobs & hired solution
S O L U T I O N • toothpaste and toothbrush
J O B S • having a fresh breath • feeling fresh • preventing caries
B E L I E F
Jobs-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
Warm-up
Which rather pricey product did you purchase recently?
What ‘jobs’ is it doingfor you?
What does it replace?
Rule of the evening
Takes notes, collect questions – to discuss them later
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.
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
TO O L S & M E T H O D S
Retrospective Interviews
First thought
Event 1
BUY
Event 2
Passive looking
Active looking
Deciding Consuming
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business as usual
New behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TO O L S & M E T H O D S
Forces
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?DIRECT WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business as usual
New behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
TO O L S & M E T H O D S
Forces
L I V E O N S TAG E
Interview oncomputer purchase
Photo: Maciej Lastowski, https://twitter.com/maciejmaszyna/status/669596276112146432
Hints, tips & tricks
Ask why.Never say “usually” when asking a question.Encourage stories.
Look for inconsistencies.Pay attention to nonverbal cues.Don’t be afraid of silence.Don’t suggest answers to your questions. Ask questions neutrally.
Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture.
A P P R OAC H
C A R D S
Resource: Briggs, J .(2015): JTBD Cards: Learning to Interview Customers
Remember:Motivation behind chosen solutionsContexts and forcesDecision sets
City short trip
1 First though to make a trip Timeframe of preparation
2 Decision to make a trip City short list
3 Deciding on a specific city How long have you been there
Which other cities have been condsidered
What was the purpose of the trip
4 Deciding what to do in the city
Preparation of city trip — how?
What did you want to know about the city (and what not?)
How did you gather information (apps, guides, friends, …)
Why did you use this medium? How chosen?
How detailed did you plan the trip?
5 Arriving and being there Travel: When, with what, schedule, idle time, …
What did you do in the first half day (or evening)
6 Consuming content What exactly seen, how chosen?
Interaction with existing offers
How did you learn more about the place?
Did you prepare for specific exhibitions/events?
7 Review How did you share experiences?
How much did you stick to your initial plans?
What artefacts did you bring home?
F I E L D G U I D E
C L U S T E R I N G
Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Phase 5 (Simplified example)
C O N T E X TWoke up too late that morning
TO U C H P O I N TUrban navigation app
WA N T E D O U T C O M EDiscovering the best option to get to work fast
U N WA N T E D O U T C O M EWasting more time with searching for options
F U N C T I O N A L J O BFinding the fastest way to get to work
E M O T I O N A L J O BRegaining control of the situation
S O C I A L J O BLetting my colleagues know when I will arrive at work
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
TO O L S & M E T H O D S
Jobs-in-context Map
Kontaktpunkt 1
Ich möchte einen anderen Ort besuchen um aufzutanken und bereichert zu sein
K O N T E X T
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
K O N T E X T
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A TKeine Buchung und Sicherheit
F U N K T I O N A L E R J O B
Unterkunft buchen
E M O T I O N A L E R J O B
S O Z I A L E R J O B
Kontaktpunkt 4
K O N T E X T
erstes spontanes Erkunden der Gegend
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O BUmgebung erobern
S O Z I A L E R J O B
K O N T E X T
weiter gehen könnte
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
Kontaktpunkt 6
K O N T E X T
G E G E N W Ä R T I G G E N U T Z TInternetpräsenz oder Druckerzeugnisse der
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
Kontaktpunkt 8
K O N T E X T
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTATGefU N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
Kontaktpunkt 7
K O N T E X T
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T
und Anstrengung
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
B E D Ü R F N I S S E
Kontaktpunkt 3
K O N T E X T
G E G E N W Ä R T I G G E N U T Z T
ERWÜNSCHTES RESULTAT
U N E R W Ü N S C H T E S R E S U L T A T
F U N K T I O N A L E R J O B
E M O T I O N A L E R J O B
S O Z I A L E R J O B
V O R B E R E I T U N G E R K U N D U N G B E S U C H D O K U M E N T A T I O N
TO O L S & M E T H O D S
Jobs-in-context Map
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
L I T E R AT U R E
Chris Spiek & Bob Moesta Jobs-to-be-Done The Handbook
Steve Portigal Interviewing users How to uncover compelling insights
Thanks for joining!
See you at the next meetup in December …