This document summarizes a presentation on using Job Stories to guide product strategy and design. It discusses how products are hired to solve jobs that customers need to get done. Job Stories capture the context, desired outcomes, and functional/emotional goals of customers' jobs. They should be used to inform product development, marketing, and establish a shared language within teams. Tips provided include writing stories from real customer perspectives and making them modular. Job Stories can be at a high level, describing long-term jobs, or low level, focusing on short-term evolutions. The document encourages attendees to practice writing Job Stories and apply them in their work.
1. #JTBD·CPH — Meetup 4 · Sep 20, 2018
Casper Klenz-Kitenge, @cabgfx
Using JTBD to Guide Strategy and Design
IntrotoJobStories
Hosted by Jayway
2. @cabgfx #JTBD·CPH
JobsToBeDone?
Products and services are hired to get a job done,
when a situation creates demand: motivation to make progress.
Solutions change over time — Jobs don’t.
JobsToBeDone?
19. @cabgfx #JTBD·CPH
JobStoriesinform
Marketing&positioning
Lorem ipsum dolor segmentation.
Suspendisse volutpat eu velit et volutpat.
Mauris in nisl dolor. Cras gravida orci non
ante volutpat iaculis. Etiam tempor, nunc
vel dignissim venenatis, elit nibh convallis
ante, quis varius neque arcu a tortor.
Nullam ac eros pretium, laoreet arcu id,
faucibus eros. Sed tristique pulvinar
lorem, eu bibendum dolor.
Copywriting
& CRO
22. #JTBD·CPH@cabgfx
When I’m bored on the train,
I want to catch up on the news,
So I can make time go faster, stay updated on current events,
and avoid sounding like I’m out of the loop to others
eg.
23. #JTBD·CPH@cabgfx
When I’m bored on the train,
I want to catch up on the news,
So I can make time go faster, stay updated on current events,
and avoid sounding like I’m out of the loop to othersFUNCTIONAL EMOTIONAL
SOCIAL
eg.
33. #JTBD·CPH@cabgfx
When I
need an Overview of our Project,
I want to
see and update Tasks in the Process,
that are relevant to us,
in current and upcoming Phases,
So I can
plan my time,
feel e!cient and work productively,
and give others due notice and delivery.
You can track and measure these,
qualitatively and quantitatively
Find the central concepts and use the
actual words of your customers
All users in this segment need this
Case: Job story for Custom workflow app (Agency client)
34. #JTBD·CPH@cabgfx
Tips
• Refine a situation by adding contextual information
• Job Stories come from real people, not Personas
• Design modular Job Stories which features (solutions) can plug
Into
• Add Forces to motivations
• Job Stories don’t have to be from a specific point of view
https://jtbd.info/5-tips-for-writing-a-job-story-7c9092911fc9
Via Alan Klement
https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27
45. #JTBD·CPH@cabgfx
When an important new customer signs up,
I want to be notified,
so I can start a conversation with them
How?
“Little Hire”
Low-level JTBD — short-term; evolves over time
46. #JTBD·CPH@cabgfx
To your team, boss, co-workers, clients
UseJobStoriesto
introduceJobsThinking
Business Goals Customer Value
Product Management
#JTBD
47. #JTBD·CPH@cabgfx
Eg. project briefs, user stories,
statement of work, roadmaps, etc.
AddJobStories
towhatyoualreadyuse
forsharinginsights,defining
goalsanddrivingstrategy