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Designing for Prosthetic Gods
How designers useJobs to be Done
to evolve markets and consumers
How can JTBD help yougrow as a designer
?
Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use.
Gives you a new point of view that helps you make better design decisions.
Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use.
Gives you a new point of view that helps you make better design decisions.
…what point of view do you use to describe market behavior?
When you design…
…what point of view do you use to describe market behavior?
When you design…
customer centric
customer driven customer focused
data driven data informed
product centric innovation driven
outcome driven needs driven
What is Uber
?
Whatmarkets
are in play ?
Whatcustomer “needs”are addressed ?
What is Uber
?
Whatmarkets
are in play ?
Whatcustomer “needs”are addressed ?
What is Uber
?
Whatmarkets
are in play ?
Whatcustomer “needs”are addressed ?
Old way
New way
No longer owning a car or using the car I own less
Transportation using a car I own
Old way
New way
No longer owning a car or using the car I own less
Transportation using a car I own
Old way
New way
Using a mobile app to have a car pick me up
Calling a car service to have a car pick me up
Old way
New way
Using a mobile app to have a car pick me up
Calling a car service to have a car pick me up
Old way
New wayWhen I travel for business, I
use my smartphone to call an Uber car
When I traveled for business, I rented a car to get around
Old way
New wayWhen I travel for business, I
use my smartphone to call an Uber car
When I traveled for business, I rented a car to get around
Old way
New wayUsing a car service without having to know where I am or the address of
where I’m trying to get to
Not using a taxi because I don’t know where I was or the address of where
I’m trying to get to
Old way
New wayUsing a car service without having to know where I am or the address of
where I’m trying to get to
Not using a taxi because I don’t know where I was or the address of where
I’m trying to get to
Old way
New waySaudi women can
travel independently
Saudi women could not travel independently
Old way
New waySaudi women can
travel independently
Saudi women could not travel independently
Do Eric and Alan share the same point of view of markets?
Who understands best the elephant?
Who understands best how to make a successful product?
The designer who has an outside view
of markets
Jobs to be Done
Prosthetic Gods
Humans purposefully evolve
Desideratum
ControlGrowth
Self-expressionRecognitionBelonging
CaringUnderstanding
Innovation happens when desideratum are redefined
Innovation happens when desideratum are redefined
Innovation happens when desideratum are redefined
Jobs to be Done
EmergenceThe Job to be Done gains momentum
and creates consumer shopping behavior
IntegrationCustomer starts adapting
to the new desideratum & innovation
SynthesisEssential parts interact and
start the Job to be Done
Marketof today
Consumer images how new desideratum benefit them
Consumer buys theinnovation and creates“new me” expectations
The consumer trusts theinformation about theinnovation and desideratum
Customer brings innovation into their lifeand lives a new desideratum
Consumer desideratum 1.0
Customer sees the desideratum as relevant to them
Producer creates innovation thattaps into and updatesthe consumer’s desideratum
Consumer starts designinga “new me” basedupon desideratum
Expectation matching. Does thecustomer like the newnew desideratum & innovation?
The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product
Job to be Doneends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time
EmergenceThe Job to be Done gains momentum
and creates consumer shopping behavior
IntegrationCustomer starts adapting
to the new desideratum & innovation
SynthesisEssential parts interact and
start the Job to be Done
Marketof today
Consumer images how new desideratum benefit them
Consumer buys theinnovation and creates“new me” expectations
The consumer trusts theinformation about theinnovation and desideratum
Customer brings innovation into their lifeand lives a new desideratum
Consumer desideratum 1.0
Customer sees the desideratum as relevant to them
Producer creates innovation thattaps into and updatesthe consumer’s desideratum
Consumer starts designinga “new me” basedupon desideratum
Expectation matching. Does thecustomer like the newnew desideratum & innovation?
The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product
Job to be Doneends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time
EmergenceThe Job to be Done gains momentum
and creates consumer shopping behavior
IntegrationCustomer starts adapting
to the new desideratum & innovation
SynthesisEssential parts interact and
start the Job to be Done
Marketof today
Consumer images how new desideratum benefit them
Consumer buys theinnovation and creates“new me” expectations
The consumer trusts theinformation about theinnovation and desideratum
Customer brings innovation into their lifeand lives a new desideratum
Consumer desideratum 1.0
Customer sees the desideratum as relevant to them
Producer creates innovation thattaps into and updatesthe consumer’s desideratum
Consumer starts designinga “new me” basedupon desideratum
Expectation matching. Does thecustomer like the newnew desideratum & innovation?
The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product
Job to be Doneends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time
EmergenceThe Job to be Done gains momentum
and creates consumer shopping behavior
IntegrationCustomer starts adapting
to the new desideratum & innovation
SynthesisEssential parts interact and
start the Job to be Done
Marketof today
Consumer images how new desideratum benefit them
Consumer buys theinnovation and creates“new me” expectations
The consumer trusts theinformation about theinnovation and desideratum
Customer brings innovation into their lifeand lives a new desideratum
Consumer desideratum 1.0
Customer sees the desideratum as relevant to them
Producer creates innovation thattaps into and updatesthe consumer’s desideratum
Consumer starts designinga “new me” basedupon desideratum
Expectation matching. Does thecustomer like the newnew desideratum & innovation?
The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product
Job to be Doneends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time
EmergenceThe Job to be Done gains momentum
and creates consumer shopping behavior
IntegrationCustomer starts adapting
to the new desideratum & innovation
SynthesisEssential parts interact and
start the Job to be Done
Marketof today
Consumer images how new desideratum benefit them
Consumer buys theinnovation and creates“new me” expectations
The consumer trusts theinformation about theinnovation and desideratum
Customer brings innovation into their lifeand lives a new desideratum
Consumer desideratum 1.0
Customer sees the desideratum as relevant to them
Producer creates innovation thattaps into and updatesthe consumer’s desideratum
Consumer starts designinga “new me” basedupon desideratum
Expectation matching. Does thecustomer like the newnew desideratum & innovation?
The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product
Job to be Doneends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time
Get started today
When you design, start by identifying what desideratum you wish to tap into and update.
Identify your competition(from your customer’s point of view)
Have a clear vision of how your change is going to increase revenue.
Maintain an outside view
When you design, start by identifying what desideratum you wish to tap into and update.
Identify your competition(from your customer’s point of view)
Have a clear vision of how your change is going to increase revenue.
Maintain an outside view
When you design, start by identifying what desideratum you wish to tap into and update.
Identify your competition(from your customer’s point of view)
Have a clear vision of how your change is going to increase revenue.
Maintain an outside view
When you design, start by identifying what desideratum you wish to tap into and update.
Identify your competition(from your customer’s point of view)
Have a clear vision of how your change is going to increase revenue.
Maintain an outside view
Design for Prosthetic Gods
UseJobs to be Done
to evolve markets and consumers