Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experience Camp 2015
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Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs. This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for. The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
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Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experience Camp 2015
- 1. Capturing Contexts A workshop with jobs-to-be-done tools Service Experience Camp 2015 Andrej Balaz, Hannes Jentsch & Martin Jordan A service for the very moment
- 2. BAC KG RO UND Product, Innovation, Design H A N N E S J E N T S C H , Design & Innovation Consultant, Freelance @Kaffeertrinken M A R T I N J O R DA N , Experience design, HERE/Nokia @Martin_Jordan A N D R EJ BA L A Z , Senior Service Designer, IXDS @Designamyte
- 3. POINT O F VIEW Customer jobs & hired solution S O LU T I O N • toothpaste and toothbrush J O B S • having a fresh breath • feeling fresh • preventing caries
- 4. Ask & listen to your neighbour 2 MIN EACH
- 5. Which interesting food related service did you start using this year? What ‘jobs’ is it doing for you? What did do the job before? WARM-UP Uncovering jobs
- 6. Share with all of us
- 7. What is the job of wine? EX AMPLE Let’s talk about something pleasant …
- 8. Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be EX AMPLE How most wines are organised in wine stores
- 9. EX AMPLE Organising the retail space around a specific job: making dinner a little better Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
- 10. EX AMPLE Organising the retail space for a second job: expressing appreciation Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
- 11. Uncovering customer jobs helps understanding their desired outcomes Finding your real competition, refining the market you are in Rephrasing the messaging around your offering to match the customers’ mental model & language EX AMPLE Take-away
- 12. What is Pocket’s context of use? EX AMPLE Let’s look at a mobile service
- 13. EX AMPLE Pocket: in the office 5 min, end of lunch break
- 14. EX AMPLE Pocket: in the office Found article, saved for later
- 15. EX AMPLE Pocket: on the go 15 mins time to bridge
- 16. EX AMPLE Pocket: on the go Review articles, choose one
- 17. EX AMPLE Pocket: at home On sofa, 45 min free time
- 18. EX AMPLE Pocket: at home Deep read & shared w/ others
- 19. Main job of ‘making me a smarter, better human’ carried through various contexts and situations Limited resources & capabilities in regards of time, space & cognitive capacities Specific sub-jobs that need a hand-over from one situation to another EX AMPLE Take-away
- 20. + + + + + Situation M onday M orning Rain Alarm didn’t ring Usuallygone atthattim e Carin repair The better you can define the situation, the better you can design the solution against TOOLS & MINDSET S Context for understanding situational needs
- 21. Goal-directed task analysis to investigate needs depending on situation and goals Situation Raining outside Goal Getting to the office Need Getting there in time Need Staying dry Situation Hellish hot outside Goal Getting to the office Need Not getting sweaty
- 22. When Where Who How What season month weekd ay daytime occasionlocation type category attrib.profile/mode social device motion useract.routine traffic facebook c ollec. weather Routinely used route Routinely visited place First time visit Unknown area Known area … Historical traffic around location Congestion/incidents on route Congestion/incidents around loc. … Visited by friends Visited by me Popular on facebook Liked by friends Liked by me … In popular collection In m yfriendscollection In m ycollection… FreezingCoolMild Warm Hot Night Day Stormy Snowy Rainy Foggy Cloudy Clear Wetseason Dryseason Winter Autumn Summer Spring January February March April May June July AugustSeptemberOctoberNovember December MondayTuesday Wednesday ThursdayFriday Saturday Sunday Morning Noon Afternoon Evening Night Sunrise Sunset … At a planned appointment Appointment scheduled in x hours Leaving In transit Arriving Early in month Late in month (f.ex salary) Commute Travel … Outdoor Indoor Near POI of cat. XNear POI cluster of cat. XMoving towards X Distance to destinationDistance to POI … On streetIn building In/at venueIn park On mountain On water … Airport Departm ent store Hotel Cafe Restaurant ATM Leisure PTstation Sight Mall Parkingspace Junction Highway … Pricerange Openinghours Availableparking … … Commuter CityDweller Traveler Age30-39 Age18-29 Age<18 Male Female … Withanonymouscrowd Withknownpeople Alone … Roamingactive Via3G etc ViaBluetooth ViaWiFi Desktop Tablet Phone … Ascending/descending Trajectory/bearing/direction DrivingWalkingStill … Using app since 1d/1w/1m Calculated a route to/from Reviewed Shared to/byCollected Searched for … Routine follow up action when x Situation TOOLS & MINDSET S Retool
- 23. Describe a real user’s need in context Validate design solutions Communicate the design task TOOLS & MINDSET S Job Stories
- 24. Formulate each job into a statement (or job story) When I want to So I can Situation Need Goal TOOLS & MINDSET S Job Stories
- 25. When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and share them whenever I have the opportunity So I can I can let my friends and family know how I am. TOOLS & MINDSET S Job Stories
- 26. VALUE Benefits for all team members Product owners and managers know what kind of products they are developing and who they are competing with. Developers know the context of the product and its sprints, can prioritise better and see purpose. Designers know the context and desired outcomes of the user and can design against these accordingly. QA engineers know the essential use and test cases, can prioritise better.
- 27. “Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem. ” QUOTE — A L A N K L E M E N T, Product designer & engineer Source: Replacing The User Story With The Job Story, Medium, https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27
- 28. How might we create the best dinner food service for urban dwellers in special contexts? EX ERCISE Let’s get hands-on …
- 29. Get together in groups of 3, and describe a very specific evening dinner situation. 1 5 MIN
- 30. When I want to So I can Situation Need Goal Write 2 job stories
- 33. Pitfalls #1 Don’t write stories too abstract.
- 34. Pitfalls #2 Don’t formulate stories too general.
- 35. Pitfalls #3 Don’t include solutions into stories.
- 36. Pitfalls #4 Don’t include more than one context and goal.
- 37. Pitfalls #5 Don’t fantasise or make your stories up.
- 38. Tips & tricks #1 Think in struggles rather than outcomes.
- 39. Tips & tricks #2 Write it like in the 70s – avoid mentioning tech.
- 40. Tips & tricks #3 Start with the situation, continue with goal, only then turn to need. (GDTA)
- 41. Tips & tricks #4 Split stories if find two goals or more contexts.
- 42. Tips & tricks #5 If you struggle in writing, do further research!
- 43. FUR THER STUDYING In ‘The Service Gazette’ #1
- 44. Thanks for your interest and for joining! All infos about the Jobs-to-be-Done Meetup Berlin here: http://meetup.com/Berlin-Jobs-To-Be-Done-Meetup/ And see you at a #JTBD meetup nearby some time soon