Jobs-to-be-DoneMeetup Berlin #6:Integrating JTBD into existing tools & frameworks

SI Labs — June 23, 2015

Andrej BalazHannes JentschMartin JordanTor L. Bollingmo

Where

Kindly supported by

Why

Sharing experiencesamong JTBD practitioners

What

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

Intro

What’s your name?

What’s your background?

What are your hopesfor the evening?

Warm-up

Which product or service did you start using recently?

What ‘jobs’ is it doingfor you?

What does it replace?

People don’t want to buya quarter-inch drill.They want a quarter-inch hole!— Theodore Levitt, American economisthttp://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure

“

”

History

TheodoreLewittet al.

GENERATION 0

AnthonyUlwick

ClaytonChristensen

GENERATION 1

BobMoesta

ChrisSpiek

GENERATION 2

AlanKlement

GENERATION 2.5

Point of View

Focusing on the outcomes people want to achieve, problems solved and tasks get done

Rule of the evening

Raise your hand to intervene

Recap of recentlydiscussed tools &methods

Job statement

e.g. ‘Clean clothes quickly’

or ‘Manage personal !nances at home’

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

Emotional /personal

jobs

Functionaljobs

Socialjobs

Kinds of jobs

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

Timeline

Firstthought

Event 1

BUY

Event 2

Passivelooking

Activelooking

Deciding Consuming

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

PUSH PULL

HABIT ANXIETY

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Businessas usual

Newbehaviour

Forces of progress

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

WEAK SIGNAL BETTER PRICE

KEEP NUMBER?DIRECTWITHDRAWAL

Changing mobile carrierFORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Businessas usual

Newbehaviour

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

Interview

Retrospective interviews after purchase or usageto uncover jobs, events, forces

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

Integrating JTBDinto other toolsand frameworks

Value creation

Value inexchange

Value inuse

Value inachievement

Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.

Value Proposition Canvas

Jobs

Gains

Pains

Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.

Market segmentation

By customerdemographics

© SINUS

Soziale

Lage

Grund-

orienƟerung

Untere

MiƩelschicht /

Unterschicht

3

MiƩlere

MiƩelschicht2

Oberschicht /

Obere

MiƩelschicht

1

TradiƟons-

verwurzelung

"Festhalten"

Modernisierung / IndividualisierungTradiƟon NeuorienƟerung

Modernisierte

TradŝƟŽn

"Bewahren"

Lebensstandard,

Status, Besitz

"Haben & Genießen"

MulƟopƟonalität,

Beschleunigung,

PragmaƟsmus

"Machen & Erleben"

Selbstverwirklichung,

EmanzipaƟon, AuthenƟzität

"Sein & Verändern"

CBAExploraƟon,

Refokussierung,

neue Synthesen

"Grenzen überwinden"

Sinus C1Milieu der

Performer

7%Sinus C12

ExpediƟves

Milieu

7%

Sinus BC23HedonisƟsches

Milieu

15%

Sinus B1Liberal-intellektuelles

Milieu

7%

Sinus AB12KonservaƟv-

etabliertes

Milieu

10%

Sinus AB23TradiƟonelles Milieu

14%

Sinus B23Bürgerliche MiƩe

14%

Sinus B3Prekäres Milieu

9%

Sinus C2AdapƟv-

pragmaƟsches

Milieu

9%

Sinus B12Sozialökologisches

Milieu

7%

By customerjobs

Job #1

Job #2

By product& serviceo"ering

A

B

C D

EF

G

Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job For Your Product. MIT Sloan Management Review. Boston, MA.

Customer Journey Map

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�4JNQMJmFE�FYBNQMF

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

How might we … ?

Transforming a job story…

When I want to So I canSituation Need Goal

Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 fromhttps://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.

How might we … ?

When I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet

I want to easily pick photos I took that day andsync them whenever connected to a WiFi

So I can I can share my photos with friends and family.

How might we … ?

When

I want to

So I can

I am on my island round trip whereI travel with a lot of stu" in a small backpackand only unreliable connection to the Internet

easily pick photos I took that day andsync them whenever connected to a WiFi

I can share my photos with friends and family.

Situation

Need

Goal

How might we … ?

How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures?

user needinsight

situation need goal

Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.

Further integrations

Which tools do you use?

Where do you see potential for a JTBD integration?