Module 3: The user. 2 Users want jobs to be done Functional jobsEmotional jobs PersonalSocial.

Module 3:

The user

2

Users want jobs to be done

Functional jobs Emotional jobs

Personal Social

3

Meet your users

4

5 user profiles

5

Sequencing a job for value

Discover holiday locations

Pick holiday location

Search free accommodation

Book hotel

Plan travelAccess booking

documents

Job to be done: Book family holiday

Booking processContinuous process, e.g. insure against illness

6

Asking for outcomes / core needs

Discover holiday locations

Pick holiday location

Search free accommodation

Book hotel

Plan travelAccess booking

documents

Minimize the time it takes to access travel documents on the go

Job to be done: Book family holiday

Direction

Unit of

measure

Outcome desired/ core need

7

Importance and dissatisfaction

1 Dissatisfaction 5

1

Impo

rtan

ce

5

Good existing solutions

Nice to have

Underserved opportunity

Irrelevant

8

User stories

9

Beware dual/ triple user groups

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