WHAT SHOULD WE BUILD?Defining the Jobs to be Done
behindcompanies.com
@marcelosomers#BigDJobs
Hello.
OUR CLIENTS HIRE US TO OWNTHEIR TOUGHEST PROBLEMSTHEY RETAIN US BECAUSE WEKEEP OUR PROMISES
(d)esign(D)esign
NOT
#BigDJobs
design AS
OUTCOME
#BigDJobs
#BigDJobs
DESIGN AS
PROCESSdesign AS
OUTCOME
#BigDJobs
Elizabeth Boling:"Designer” does not mean “artist” – though lots of people want to think it does. The job of a designer is not self-expression, it’s problem-solving."
#BigDJobs
DESIGN AS
PROCESSdesign AS
OUTCOME
Same skill,different result
#BigDJobs
#BigDJobs
#BigDJobs
#BigDJobs
#BigDJobs
#BigDJobs
#BigDJobs
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
Competitive Advantage#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
Competitive Advantage
?
#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
Competitive Advantage
?
#BigDJobs
#BigDJobs
When technology delivers basic needs, user experience dominates
–Donald Norman
#BigDJobs
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
Competitive Advantage
2000s+MAKING
memorableexperiences
#BigDJobs
User Experience
Hierarchy of Needs
#BigDJobs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
User Experience
Hierarchy of Needs
#BigDJobs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
#BigDJobs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
How?
Today’s Talk
#BigDJobs
10 Stepsto a Meaningful Product
#BigDJobs
10 Stepsto a Meaningful Product
you can’t make
MEANINGFUL
#BigDJobs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
How?
Observe
#BigDJobs
Raise your hand...
#BigDJobs
You’re a Guy1
#BigDJobs
You’re a Guy1
YOU’RE OVER 352
#BigDJobs
You’re a Guy1
YOU’RE OVER 352
YOU WERE BORN IN TEXAS3
#BigDJobs
What do old guys in Texas do?
#BigDJobs
#BigDJobs
No one buys
GenderPriceInterestsLocationReligionIncome
Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality
because they’re
#BigDJobs
#BigDJobs
#BigDJobs
the result≠how you get there
#BigDJobs
Categorize
#BigDJobs
THE UX STACK#BigDJobs
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK#BigDJobs
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
#BigDJobs
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
ContentWHAT FEATURES DOES THE
AUDIENCE NEED?
#BigDJobs
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
ContentWHAT FEATURES DOES THE
AUDIENCE NEED?
DesignWHAT IS THE BEST WAY TO
PRESENT THE CONTENT?
#BigDJobs
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
ContentWHAT FEATURES DOES THE
AUDIENCE NEED?
DesignWHAT IS THE BEST WAY TO
PRESENT THE CONTENT?
TechnologyHOW IS THE MESSAGE
PHYSICALLY PRESENTED?
#BigDJobs
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
#BigDJobs
#BigDJobs
Jobsto beDone
#BigDJobs
AttributesGenderPriceInterestsLocationReligionIncome
Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality
#BigDJobs
AttributesGenderPriceInterestsLocationReligionIncome
Size of HouseholdAgeEducationOccupationSocial ClassEthnicityNationality
CircumstancesBreakfast on a long, boring commuteNeed to give kids a quick snack
#BigDJobs
A model forCustomer Change
#BigDJobs
The Rewired Group
The Equation of Progress#BigDJobs
The Rewired Group
F1Push of the
Situation
Progress Making Forces
The Equation of Progress#BigDJobs
The Rewired Group
F1Push of the
Situation
F2Pull of the
New Solution
Progress Making Forces
The Equation of Progress#BigDJobs
The Rewired Group
F1Push of the
Situation
F2Pull of the
New Solution
F3Allegiance toPast Behavior
Progress Making Forces Progress Hindering Forces
The Equation of Progress#BigDJobs
The Rewired Group
F1Push of the
Situation
F2Pull of the
New Solution
F4Anxiety of
New Solution
F3Allegiance toPast Behavior
Progress Making Forces Progress Hindering Forces
The Equation of Progress#BigDJobs
The Rewired Group
F1Push of the
Situation
F2Pull of the
New Solution
F4Anxiety of
New Solution
F3Allegiance toPast Behavior
+ +>Progress Making Forces Progress Hindering Forces
The Equation of Progress#BigDJobs
There's a greater emotional aspect to jobs than we want to give credit for.
Bob Moesta
#BigDJobs
#BigDJobs
Rather than asking customers what they want, listen to the stories they tell
http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/
#BigDJobs
Marketing Jobs
#BigDJobs
http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg
#BigDJobs
Companies need to regularly ask themselves, ‘Are we in the steam locomotive business, or the transportation business?’
https://twitter.com/#!/joncarroll/status/154701998082629632
#BigDJobs
THANK YOU!behindcompanies.com
@marcelosomers#BigDJobs
http://behindcompanies.com/bigd12