Introduction to JTBD at IXDS Design Expert Exchange
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Transcript of Introduction to JTBD at IXDS Design Expert Exchange
WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MINUTES EACH
TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURESFOCUSING ON COMPETITORS’
OFFERINGS
FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVED BY OTHERS
OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN
JOBS ARE SOLUTION-NEUTRAL
FOCUS ON OUTCOMES PEOPLE WANT TO ACHIEVE,
THE PROBLEMS TO BE SOLVED AND THE TASKS TO GET DONE
INTERVIEW PEOPLE WHO
SWITCHED FROM ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR DECISION-MAKING
PROCESS
ANALYZE THE FORCES THAT MADE
THEM SWITCH
FIRST THOUGHT CONSUMING
YAY OR NAYPASSIVELOOKING
ACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
INTERVIEW PEOPLE WHO
SWITCHED FROM ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR DECISION-MAKING
PROCESS
ANALYZE THE FORCES THAT MADE
THEM SWITCH
ANXIETYOF THE NEW SOLUTION
HABITOF THE PRESENT
BU
SIN
ES
S A
S U
SU
AL N
EW
BE
HA
VIO
UR
PUSHOF THE SITUATION
PULLOF THE NEW SOLUTION
YOU
MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO WORK,
GET THERE QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO WORK,
GET THERE QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
SITUATION
NEED
GOAL
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO WORK AND IT’S RAINING AND I AM LATE,
GET THERE FAST AND WITHOUT GETTING WET,
AVOID FEELING EMBARASSED IN FRONT OF MY COLLEAGUES.
SITUATION
NEED
GOAL
AS A
I WANT TO
SO I CAN
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO WORK,
GET THERE QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
WORKING SINGLE PARENT
GET TO WORK QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
USER STORY JOB STORY
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO WORK,
GET THERE QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
AS A
I WANT TO
SO I CAN
WORKING SINGLE PARENT
GET TO WORK QUICKLY AND WITHOUT DELAYS,
ATTEND MY MORNING MEETING ON TIME.
USER STORY JOB STORY
IRRELEVANT