Upload
martin-jordan
View
502
Download
4
Tags:
Embed Size (px)
Citation preview
Jobs-to-be-DoneMeetup Berlin #6:Integrating JTBD into existing tools & frameworks
SI Labs — June 23, 2015
Andrej BalazHannes JentschMartin JordanTor L. Bollingmo
What
Understanding why people are switching from one productto another—and the outcomes they want to achieve
Warm-up
Which product or service did you start using recently?
What ‘jobs’ is it doingfor you?
What does it replace?
People don’t want to buya quarter-inch drill.They want a quarter-inch hole!— Theodore Levitt, American economisthttp://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
“
”
History
TheodoreLewittet al.
GENERATION 0
AnthonyUlwick
ClaytonChristensen
GENERATION 1
BobMoesta
ChrisSpiek
GENERATION 2
AlanKlement
GENERATION 2.5
Job statement
e.g. ‘Clean clothes quickly’
or ‘Manage personal !nances at home’
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Emotional /personal
jobs
Functionaljobs
Socialjobs
Kinds of jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Timeline
Firstthought
Event 1
BUY
Event 2
Passivelooking
Activelooking
Deciding Consuming
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Businessas usual
Newbehaviour
Forces of progress
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?DIRECTWITHDRAWAL
Changing mobile carrierFORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Businessas usual
Newbehaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Interview
Retrospective interviews after purchase or usageto uncover jobs, events, forces
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Value creation
Value inexchange
Value inuse
Value inachievement
Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.
Value Proposition Canvas
Jobs
Gains
Pains
Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
Market segmentation
By customerdemographics
© SINUS
Soziale
Lage
Grund-
orienƟerung
Untere
MiƩelschicht /
Unterschicht
3
MiƩlere
MiƩelschicht2
Oberschicht /
Obere
MiƩelschicht
1
TradiƟons-
verwurzelung
"Festhalten"
Modernisierung / IndividualisierungTradiƟon NeuorienƟerung
Modernisierte
TradŝƟŽn
"Bewahren"
Lebensstandard,
Status, Besitz
"Haben & Genießen"
MulƟopƟonalität,
Beschleunigung,
PragmaƟsmus
"Machen & Erleben"
Selbstverwirklichung,
EmanzipaƟon, AuthenƟzität
"Sein & Verändern"
CBAExploraƟon,
Refokussierung,
neue Synthesen
"Grenzen überwinden"
Sinus C1Milieu der
Performer
7%Sinus C12
ExpediƟves
Milieu
7%
Sinus BC23HedonisƟsches
Milieu
15%
Sinus B1Liberal-intellektuelles
Milieu
7%
Sinus AB12KonservaƟv-
etabliertes
Milieu
10%
Sinus AB23TradiƟonelles Milieu
14%
Sinus B23Bürgerliche MiƩe
14%
Sinus B3Prekäres Milieu
9%
Sinus C2AdapƟv-
pragmaƟsches
Milieu
9%
Sinus B12Sozialökologisches
Milieu
7%
By customerjobs
Job #1
Job #2
By product& serviceo"ering
A
B
C D
EF
G
Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job For Your Product. MIT Sloan Management Review. Boston, MA.
Customer Journey Map
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�4JNQMJmFE�FYBNQMF
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
How might we … ?
Transforming a job story…
When I want to So I canSituation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 fromhttps://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
How might we … ?
When I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet
I want to easily pick photos I took that day andsync them whenever connected to a WiFi
So I can I can share my photos with friends and family.
How might we … ?
When
I want to
So I can
I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet
easily pick photos I took that day andsync them whenever connected to a WiFi
I can share my photos with friends and family.
Situation
Need
Goal
How might we … ?
How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures?
user needinsight
situation need goal
Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.