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From Netflix to Drill Bits: Getting started with #JTBD
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From Netflix to Drill Bits: Getting started with #JTBD Jamie Sunderland ! 9th May 2016 Jobs-to-be-done Glasgow Meetup #1
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Transcript of From Netflix to Drill Bits: Getting started with #JTBD
From Netflix to Drill Bits: Getting started with #JTBDJamie Sunderland ! 9th May 2016 Jobs-to-be-done Glasgow Meetup #1
People buy products to get
jobs done in their lives.
TodayWhen do I struggle?
ProductWhy should I buy?
Situations
Motivations
Desirable Outcomes
FutureWhere do I progress?
Personas?
Mon
Sat
What is the job to be done?
Too wet Too strong
Job: “I need to freshen my shirt now.”
This works
Read more about this here >
Methods of analysis
1. Observe your current customers
2. Study your potential customers
3. Watch for compensating behaviours
4. Ask why multiple times and listen
Why
When
First thoughtPassively looking - Tell me about when you first thought about it?
Customer interviews
Customer interviews
Event oneActively looking - Tell me about when you started looking at options?
Customer interviews
Event twoMaking a decision - Tell me about when you made the choice?
Customer interviews
PurchasePurchasing the product - Tell me about when you bought it?
Customer interviews
EvaluationLooking back - Tell me about how you feel now, is it what you expected?
Customer interviews
TimelineWhere are the struggles to make progress?
Case study mattress JTBD interview here >
When I’m furnishing my home
I want to add colour to my interior
so I can look like I understand style
Motivation
Situation
Expected Outcome
More on job stories/statements here >
More reading
> Intercom on Jobs-to-be-done
> Value proposition design
> What customers want
> Integrating around the job
> Jobs-to-be-done handbook
Where are your struggles in product development?
