How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including:
• Value creation (marketing)
• Value proposition canvas & business model canvas (business design & modelling)
• Market segmentation (marketing)
• How might we questions (design thinking & ideation)
• Customer journey map (service design & development)
7. Warm-up
Which product or service did
you start using recently?
What ‘jobs’ is it doing
for you?
What does it replace?
8. People don’t want to buy
a quarter-inch drill.
They want a quarter-inch
hole!
— Theodore Levitt, American economist
http://hbr.org/web/special-collections/insight/marketing-that-works/
marketing-malpractice-the-cause-and-cure
“
”
13. Job statement
e.g. ‘Clean clothes quickly’
or ‘Manage personal
finances at home’
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
16. PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Forces of progress
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
17. WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
Changing mobile carrier
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
20. Value creation
Value in
exchange
Value in
use
Value in
achievement
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.
21. 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.
23. 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
CONTEXT
Woke up too late that morning
TOUCHPOINT
Urban navigation app
WANTED OUTCOME
Discovering the best option to get to work fast
UNWANTED OUTCOME
Wasting more time with searching for options
FUNCTIONAL JOB
Finding the fastest way to get to work
EMOTIONAL JOB
Regaining control of the situation
SOCIAL JOB
Letting 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
24. How might we … ?
Transforming a job story…
When I want to So I can
Situation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from
https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
25. How might we … ?
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
sync them whenever connected to a WiFi
So I can I can share my photos with friends
and family.
26. How might we … ?
When
I want to
So I can
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
easily pick photos I took that day and
sync them whenever connected to a WiFi
I can share my photos with friends
and family.
Situation
Need
Goal
27. 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.