Post on 10-Jul-2015
Making jobs-to-be-done actionable
V O L K S WA G E N 3 r d S PA C E / N O V E M B E R 2 6 , 2 0 1 4
Hannes Jentsch, Thomas Hütter, Martin Jordan
Hannes Jentsch Martin JordanThomas Hütter@kaffeetrinken @Martin_Jordan@tohu_
Hello
How to make jobs-to-be-done actionable?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
G R E AT I D E A
What is job-to-be-done?
A task you would hire a MBA guy for?
H A P P Y C U S T O M E R S
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“The best way to predict the future is to invent it.”
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
— A L A N K AY C o m p u t e r s c i e n t i s t
t i m e
y o u r s e r v i c e
c o m p e t i t o r ’ s s e r v i c ese
rv
ice
pe
rf
or
ma
nc
e
c u s t o m e r d e m a n d
T h e I n n o v a t o r ’ s D i l e m m a , C l a y C h r i s t e n s e n , 1 9 9 7
The innovator’s dilemma
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
u n d e r s t a n d m a k e
What design can do
1 0 1 D e s i g n M e t h o d s , V i j a y K u m a r, 2 0 1 2Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
r e a l
a b s t r a c t
u n d e r s t a n d m a k e
concepts
What design can do
JTBDwhy? what?
1 0 1 D e s i g n M e t h o d s , V i j a y K u m a r, 2 0 1 2Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“What job did you hire that milkshake to do?”
— C L AY C H R I S T E N S E N P r o f e s s o r o f e c o n o m y
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Empathise with your users!
Customers don’t buy products or services. They hire various solutions at various times to get an array of jobs done.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Airbnb
feel like a local when on travel !JTBD: enjoy independent travel !≠ travel guide book, google, friends
Snapchat
worry-less sexting !JTBD: explore sexuality w/o bullying !≠ whatsapp, skype, love letter
Groupon
deals/ cheaper prices !JTBD: get off your couch and do something !≠ bars, cinema, sport
Milkshake
tasty drink/ milkshake !JTBD: breakfast and entertainment during commute !≠ bagel, bananas and doughnuts
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
How do I make this actionable in service development?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
r e a l
a b s t r a c t
u n d e r s t a n d m a k e
What design can do
JTBD concepts?
1 0 1 D e s i g n M e t h o d s , V i j a y K u m a r, 2 0 1 2Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
team briefing
it’s about the
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
p e r s o n a s
p r o f i l e s
r o l e s
s c e n a r i o s
u s e r j o u r n e y s
e m p a t h y m a p
u s e c a s e s u s e r r e s e a r c h
d a t a a n a l y t i c s
c o m p e t i t o r a n a l y s i s
i n f o r m a t i o n a r c h i t e c t u r e
t o p o l o g y m a p
t o p o l o g y m a p
what?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
why?what!
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
f u n c t i o n a l
r e l i a b l e
u s a b l e
m e a n i n g f u l
H i e r a r c h y o f U s e r N e e d s , A a r r o n W a l t e r s , 2 0 1 1
o b j e c t i v e
s u b j e c t i v e
The design challenge
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“If you can’t explain it simply, you don’t understand it well enough.”
— A L B E R T E I N S T E I N S c i e n t i s t
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Situation Needs Goal
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
WhoWhereWhen
What Why
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
causality
anxietiesmotivations
intended outcome
triggering event
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
wheni am commuting to work by car
to eat something that lasts until lunch that I can get fast and eat without distraction from driving
I want
entertainment while being stuck in traffic
I wanti am commuting to work by car
when
start my work without being hungry.
so I can
fight my boredom.
so I can
2 job stories:
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Milkshake example “breakfast and entertainment during commute”
“We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.”
— PA U L A D A M S V P o f P r o d u c t , I n t e r c o m
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Context
The context defines what is needed to perform a job
Getting from home to the office
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
Context
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Situation Raining outside
Need Getting there in time
Need Staying dry
Situation Hellish hot outside
Goal Getting to the office
Goal Getting to the office
Need Not getting sweaty
Goal-directed task analysis to investigate needs depending on situation & goals
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
I have to get to the office on crazily hot on a summer morning
When
to keep dry instead of getting sweaty
I want
arrive at the office in style
So I can
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Exercise
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
E X E R C I S E
Making jobs-to-be-done actionable
13 minWrite three jobs stories based on the same job-to-be-done, yet in different contexts:
Situation 1: Raining cats and dogs
Situation 2: Small budget end of month
Situation 3: Little time only
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Write it like in the 70sAvoid today’s tech speak hinting on solutions. Use yesterday’s language instead.
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Making jobs-to-be-done actionable
Preparing dinner for guests
Write three jobs stories based on the same job-to-be-done, yet in different contexts:
j o b - t o - b e - d o n e :
situation 1:Raining cats and dogs
situation 2:Small budget end of month
situation 3:Little time only
When
I want
So I can
When
I want
So I can
When
I want
So I can
Tell your job story
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Wrap-up
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation.”
— A L A N K L E M E N T P r o d u c t d e s i g n e r
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Not a solution or an answer to your problem, but to clarify the original problem
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
• makes us think • allows synthesises • provides focus • simple & sustainable
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Benefits
Understand and communicate the design task
Describe a real user’s need in context
Validate scope and design solutions
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Reading recommendations
Paul Adams: ‘The Dribbblisation Of Design’
Clayton Christensen: ‘The Innovator’s Dilemma’
Alan Klement: ‘A Jobs-to- be-Done primer’
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Get in touch!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
Creative Commons – Attribution (CC BY 3.0) Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux, Stefano Vetere from the Noun Project