Uncovering Customer Jobs in Contexts

Zalando: Mobile First Day September 24, 2015

Master mobile with Jobs-to-be-Done innovation framework

B AC KG R O U N D

Product, Innovation, Design

H A N N E S J E N T S C H , Design & Innovation Consultant, Freelance

@Kaffeertrinken

M A R T I N J O R D A N , Experience design, HERE/Nokia

@Martin_Jordan

P O I N T O F V I E W

Customer jobs & hired solution

S O L U T I O N • toothpaste and toothbrush

J O B S • having a fresh breath • feeling fresh • preventing caries

Ask & listen to your neighbour

2 M I N

E AC H

Which garment with a price tag of € 100+ did you purchase recently?

What ‘jobs’ is it doing for you?

What did do the job before?

WA R M - U P

Uncovering jobs

Share with all of us

What is the job of wine?

E X A M P L E

Let’s talk aboutsomething pleasant …

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

E X A M P L E

How most wines areorganised in wine stores

E X A M P L E

Organising the retail space around a specific job: making dinner a little better

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

E X A M P L E

Organising the retail space for a second job: expressing appreciation

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

Uncovering customer jobs helps understanding their desired outcomes

Finding your real competition,refining the market you are in

Rephrasing the messaging around your offering to match the customers’ mental model & language

E X A M P L E

Take-away

What is Pocket’s context of use?

E X A M P L E

Let’s look at a mobile service

E X A M P L E

Pocket: in the office5 min, end of lunch break

E X A M P L E

Pocket: in the officeFound article, saved for later

E X A M P L E

Pocket: on the go15 mins timeto bridge

E X A M P L E

Pocket: on the goReview articles, choose one

E X A M P L E

Pocket: at homeOn sofa, 45min free time

E X A M P L E

Pocket: at homeDeep read & share w/ others

Main job of ‘making me a smarter, better human’ carried through various contexts and situations

Limited resources & capabilities in regards of time, space & cognitive capacities

Specific sub-jobs that need a hand-over from one situation to another

E X A M P L E

Take-away

How might we help someone to get away from everyday life

and explore a new place?

E X E R C I S E

Let’s get hands-on …

Get together in 6 groups, find out who went on vacation last. Interview your group member.

1 5 M I N

E X E R C I S E

Conducting retrospective interview

How did your interviewee …

made the plan to travel

started to look for a

destination

booked the journey &

accommodation

planned the trip details

1 person asks 1 person answers 1 person asks additional questions 1 person takes written notes 1 person takes visual notes

E X E R C I S E

Conducting retrospective interview

Share with all of us (2 groups)

What did you learn?

How did it go?

How well would your discovered customer journey work to design a solution against?What do you think is missing?

E X E R C I S E

Reflection

Learnt relevant details by special interviewing technique that is prevents speculation

Not yet fully understand needsto design focused service offering against

Require advanced tools & techniques to uncover and describe needs

E X E R C I S E

Reflection

Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.

TO O L S & M I N D S E T S

Kinds of jobs

Social jobs

Emotional / personal

jobs

Functional jobs

Inspiration & personal growth

Acquiring knowledge

Contributing to valuable

conversations with peers

Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.

TO O L S & M I N D S E T S

Kinds of jobs

TO O L S & M I N D S E T S

Progress & Failure

DesiredOutcome

UndesiredOutcome

TO O L S & M I N D S E T S

Progress & Failure

Easy & fast retrieval of

stored articles; make good

use of my time

No access to stored articles;

being non-productive

+ + + + +

Situation

Monday

Morning

RainAlarm

didn’t

ring

Usually

gone

at tha

t tim

e

Car in re

pair

The better you can define the situation, the better you can design the solution against

TO O L S & M I N D S E T S

Context for understanding situational needs

When

Wh

ere

Who

H

ow

Wh

at

season month weekday

daytime

occasion

location

type

category

attrib. profile/mode

social

devic

e

m

otio

n

u

ser a

ct.

rou

tine

tr

affic

fa

cebo

ok

c

ollec.

weather

Routinely used route

Routinely visited place

First time visit

Unknown area

Known area

…Historical traffic around location

Congestion/incidents on route

Congestion/incidents around loc.

…Visited by friends

Visited by me

Popular on facebook

Liked by friends

Liked by me

…In popular collection

In my friends collection

In my collection…

FreezingCool

Mild

Warm

HotNight

DayStorm

ySnow

yRainy

FoggyCloudy

Clear W

et seasonD

ry seasonW

interAutum

n

Summ

er

Spring

Janu

ary

Febr

uary

Mar

chAp

rilM

ayJu

neJu

lyAu

gust

Sept

embe

rO

ctob

erNo

vem

ber

Dece

mbe

r

Mon

day

Tues

day

Wedne

sday

Thur

sday

Frida

ySa

turd

ay

Sunday

Morning

Noon

Afternoon

Evening

Night

Sunrise

Sunset

…

At a planned appointment

Appointment scheduled in x hours

Leaving

In transit

Arriving

Early in month

Late in month (f.ex salary)

Commute

Travel

…

OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X

Distance to destinationDistance to POI…

On streetIn buildingIn/at venue In parkOn mountainOn water

…

Airport

Department store

HotelCafe

RestaurantATM

Leisure

PT stationSightMall

Parking space

Junction

Highway…

Price range

Opening hours

Available parking…

…Com

mut

er

City

Dw

elle

r

Trav

eler

Age

30-3

9

Age

18-2

9

Age

< 18

Mal

e

Fem

ale

…With

ano

nym

ous

crow

d

With

kno

wn p

eopl

e

Alon

e

…Ro

aming

activ

e

Via 3G

etc

Via B

lueto

oth

Via W

iFi

Deskto

p

TabletPhone

…Asce

nding/descending

Trajecto

ry/bearing/direction

Driving WalkingStill

…Using app since 1d/1w/1m

Calculated a route to/from

ReviewedShared to/byCollected

Searched for

…Routine follow up action when x Situation

TO O L S & M I N D S E T S

Retool

Refine one phase of your customer’s journey

1 5 M I N

E X E R C I S E

Pick a phase in your colleague’s journey

made the plan to travel

started to look for a

destination

booked the journey &

accommodation

planned the trip details

TO O L S & M I N D S E T S

Jobs-in-context mapping

Context

Desired Outcome

Undesired Outcome

Jobs

Currently employed solutions

Share with all of us (2 groups)

TO O L S & M I N D S E T S

Jobs-in-context mapping

A P P L I C AT I O N

In Lean Product Development

Retrospective interviews

Forces Customer Job Definition

Job Stories ----------------------->

Consider-ation Set

JTBD-based Marketing

A P P L I C AT I O N

In Lean Product Development

Customer Job Map

VA L U E

Benefits for all team members

Product owners and managers know what kind of products they are developing and who they are competing with.

Developers know the context of the product and its sprints, can prioritise better and see purpose.

QA engineers know the essential use and test cases, can prioritise better.

Designers know the context and desired outcomes of the user and can design against these accordingly.

N E X T

Where to start

Conduct retrospective interviews with customers or users who used your or your competitors’ offering. Understand the jobs they tried to get done. And start tweaking your product accordingly.

Thanks for participating

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