Jobs-to-be-Done Meetup Berlin #8: Conducting Retrospective JTBD Interviews

Zalando — November 25, 2015

Andrej Balaz Hannes Jentsch Hubert Gertis Martin Jordan Tor L. Bollingmo

Where

Kindly supported by

What

Understanding why people are switching from one product to another—and the outcomes they want to achieve

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

B E L I E F

Jobs-to-be-Done is a …

Framework for developing & communicating product and services

Mindset for understanding human behaviour, and why people switch from one offering to another

Set of tools and methods for almost every part of the product development process

Warm-up

Which rather pricey product did you purchase recently?

What ‘jobs’ is it doingfor you?

What does it replace?

Rule of the evening

Takes notes, collect questions – to discuss them later

Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a specific solution.

It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase.

Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.

TO O L S & M E T H O D S

Retrospective Interviews

First thought

Event 1

BUY

Event 2

Passive looking

Active looking

Deciding Consuming

PUSH PULL

HABIT ANXIETY

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Business as usual

New behaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

TO O L S & M E T H O D S

Forces

WEAK SIGNAL BETTER PRICE

KEEP NUMBER?DIRECT WITHDRAWAL

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Business as usual

New behaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

TO O L S & M E T H O D S

Forces

L I V E O N S TAG E

Interview oncomputer purchase

Photo: Maciej Lastowski, https://twitter.com/maciejmaszyna/status/669596276112146432

Hints, tips & tricks

Ask why.Never say “usually” when asking a question.Encourage stories.

Look for inconsistencies.Pay attention to nonverbal cues.Don’t be afraid of silence.Don’t suggest answers to your questions. Ask questions neutrally.

Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture.

A P P R OAC H

C A R D S

Resource: Briggs, J .(2015): JTBD Cards: Learning to Interview Customers

Remember:Motivation behind chosen solutionsContexts and forcesDecision sets

City short trip

1 First though to make a trip Timeframe of preparation

2 Decision to make a trip City short list

3 Deciding on a specific city How long have you been there

Which other cities have been condsidered

What was the purpose of the trip

4 Deciding what to do in the city

Preparation of city trip — how?

What did you want to know about the city (and what not?)

How did you gather information (apps, guides, friends, …)

Why did you use this medium? How chosen?

How detailed did you plan the trip?

5 Arriving and being there Travel: When, with what, schedule, idle time, …

What did you do in the first half day (or evening)

6 Consuming content What exactly seen, how chosen?

Interaction with existing offers

How did you learn more about the place?

Did you prepare for specific exhibitions/events?

7 Review How did you share experiences?

How much did you stick to your initial plans?

What artefacts did you bring home?

F I E L D G U I D E

C L U S T E R I N G

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 (Simplified example)

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

TO O L S & M E T H O D S

Jobs-in-context Map

Kontaktpunkt 1

Ich möchte einen anderen Ort besuchen um aufzutanken und bereichert zu sein

K O N T E X T

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

K O N T E X T

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A TKeine Buchung und Sicherheit

F U N K T I O N A L E R J O B

Unterkunft buchen

E M O T I O N A L E R J O B

S O Z I A L E R J O B

Kontaktpunkt 4

K O N T E X T

erstes spontanes Erkunden der Gegend

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O BUmgebung erobern

S O Z I A L E R J O B

K O N T E X T

weiter gehen könnte

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

Kontaktpunkt 6

K O N T E X T

G E G E N W Ä R T I G G E N U T Z TInternetpräsenz oder Druckerzeugnisse der

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

Kontaktpunkt 8

K O N T E X T

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTATGefU N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

Kontaktpunkt 7

K O N T E X T

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T

und Anstrengung

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

B E D Ü R F N I S S E

Kontaktpunkt 3

K O N T E X T

G E G E N W Ä R T I G G E N U T Z T

ERWÜNSCHTES RESULTAT

U N E R W Ü N S C H T E S R E S U L T A T

F U N K T I O N A L E R J O B

E M O T I O N A L E R J O B

S O Z I A L E R J O B

V O R B E R E I T U N G E R K U N D U N G B E S U C H D O K U M E N T A T I O N

TO O L S & M E T H O D S

Jobs-in-context Map

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

L I T E R AT U R E

Chris Spiek & Bob Moesta Jobs-to-be-Done The Handbook

Steve Portigal Interviewing users How to uncover compelling insights

Thanks for joining!

See you at the next meetup in December …