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Mapping The JobTo Be Done

A job is more than a static goal or future state to reach: it’s a process that unfolds over time. Job mapping is a technique that lets you see the sequence of how people reach their primary objective.

Building a job map is straightforward: from interviews, find the individual steps of getting the job done and group those into stages. Then, visualize the job so you can lead your team in a directed conversation. Where will you create value in the job process? How will you address unmet needs?

In this talk, Jim Kalbach will show us the fundamentals of a key technique in JTBD: job mapping. There will be a hand-ons activity along with lots of discussion.

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Mapping The JobTo Be Done

  1. 1. Mapping The #JTBD
  2. 2. @JimKalbach
  3. 3. Process need, unlike the other sources of innovation, does not start out with an event in the environment, whether internal or external. It starts out with the job to be done. - PETER DRUCKER. Innovation and Entrepreneurship (1985)
  4. 4. Process of Intent Predicts why people “hire“ a product or service
  5. 5. JTBD = technology independent and stable over time Listen to music
  6. 6. 1. JOB PERFORMER who 2. JOBS what 3. PROCESS how 4. NEEDS why 5. CIRCUMSTANCES when/where Person Objective Steps Success Criteria Situation
  7. 7. HIERARCHY OF JOBS Big Job Little Job Micro Job Aspiration Why? How?
  8. 8. SCENARIO You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that could eventually be used before, during and after an event. There are many aspects of events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started. Main Job Attend a conference Job Performer - Conference attendee
  9. 9. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods  Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs ✓ Start with a verb ✓ Focus on outcome of a process ✓ Indicate context / granularity ✓ Represent user‘s perspective
  10. 10. EXERCISE: FORMULATE JTBD INSIGHT JTBD You learned that getting permission from a boss to attend a conference is a big hurdle People expressed that there are so many conferences these days, they don’t know which to attend You observed people taking photos of slides with a mobile phone Many people said that it’s hard to remember references while a presenter is speaking Attendees often complained about poor wifi at conference venues People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend
  11. 11. Beginning Middle End Define Locate Prepare Confirm Execute Monitor Modify Conclude
  12. 12. LAND EXPAND
  13. 13. LAND EXPAND
  14. 14. Q: Why did the chicken cross the road? A: To get to the other side.
  15. 15. EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.
  16. 16. PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb. PART 2 a. As a group, map your JTBD to “before,“ “during,“ and “after“ b. Then map the steps to more granular stages EXERCISE: CREATE JOB MAP
  17. 17. BEFORE DURING AFTER
  18. 18. BEFORE DURING AFTER Decide Plan Prepare Attend Network Record Summarize Share
  19. 19. Switch Timeline http://blog.mural.co/jtbd
  20. 20. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com
  21. 21. NEEDS
  22. 22. Minimize the time it takes to summarize notes from an event Minimize Reduce Lower Maximize Increase Raise Time Ability Effort Chances Likelihood DIRECTION UNIT QUALIFIER DESIRED OUTCOMES (=NEEDS) No “ands” or “ors”
  23. 23. 1. Minimize the time it takes to record notes 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? 2. Increase the likelihood of remembering sessions 1 2 3 4 5 6 7 8 9 10 Very low Very high
  24. 24. 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
  25. 25. Importance Satisfaction
  26. 26. Satisfaction Importance
  27. 27. Satisfaction Importance
  28. 28. Dan Olsen, The Lean Product Playbook

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  • designative

    Oct. 17, 2019
  • ngilles

    Oct. 21, 2019

A job is more than a static goal or future state to reach: it’s a process that unfolds over time. Job mapping is a technique that lets you see the sequence of how people reach their primary objective. Building a job map is straightforward: from interviews, find the individual steps of getting the job done and group those into stages. Then, visualize the job so you can lead your team in a directed conversation. Where will you create value in the job process? How will you address unmet needs? In this talk, Jim Kalbach will show us the fundamentals of a key technique in JTBD: job mapping. There will be a hand-ons activity along with lots of discussion.

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