Making jobs-to-be-done actionable / Service Design Drinks

transcript

Making jobs-to-be-done actionable

V O L K S WA G E N 3 r d S PA C E / N O V E M B E R 2 6 , 2 0 1 4

Hannes Jentsch, Thomas Hütter, Martin Jordan

Hannes Jentsch Martin JordanThomas Hütter@kaffeetrinken @Martin_Jordan@tohu_

How to make jobs-to-be-done actionable?

Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

G R E AT I D E A

What is job-to-be-done?

A task you would hire a MBA guy for?

H A P P Y C U S T O M E R S

“The best way to predict the future is to invent it.”

— A L A N K AY C o m p u t e r s c i e n t i s t

t i m e

y o u r s e r v i c e

c o m p e t i t o r ’ s s e r v i c ese

c u s t o m e r d e m a n d

T h e I n n o v a t o r ’ s D i l e m m a , C l a y C h r i s t e n s e n , 1 9 9 7

The innovator’s dilemma

u n d e r s t a n d m a k e

What design can do

1 0 1 D e s i g n M e t h o d s , V i j a y K u m a r, 2 0 1 2Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

r e a l

a b s t r a c t

concepts

What design can do

JTBDwhy? what?

“What job did you hire that milkshake to do?”

— C L AY C H R I S T E N S E N P r o f e s s o r o f e c o n o m y

Empathise with your users!

Customers don’t buy products or services. They hire various solutions at various times to get an array of jobs done.

Airbnb

feel like a local when on travel !JTBD: enjoy independent travel !≠ travel guide book, google, friends

Snapchat

worry-less sexting !JTBD: explore sexuality w/o bullying !≠ whatsapp, skype, love letter

Groupon

deals/ cheaper prices !JTBD: get off your couch and do something !≠ bars, cinema, sport

Milkshake

tasty drink/ milkshake !JTBD: breakfast and entertainment during commute !≠ bagel, bananas and doughnuts

How do I make this actionable in service development?

r e a l

a b s t r a c t

What design can do

JTBD concepts?

team briefing

it’s about the

p e r s o n a s

p r o f i l e s

r o l e s

s c e n a r i o s

u s e r j o u r n e y s

e m p a t h y m a p

u s e c a s e s u s e r r e s e a r c h

d a t a a n a l y t i c s

c o m p e t i t o r a n a l y s i s

i n f o r m a t i o n a r c h i t e c t u r e

t o p o l o g y m a p

why?what!

f u n c t i o n a l

r e l i a b l e

u s a b l e

m e a n i n g f u l

H i e r a r c h y o f U s e r N e e d s , A a r r o n W a l t e r s , 2 0 1 1

o b j e c t i v e

s u b j e c t i v e

The design challenge

“If you can’t explain it simply, you don’t understand it well enough.”

— A L B E R T E I N S T E I N S c i e n t i s t

Situation Needs Goal

Job stories

WhoWhereWhen

What Why

Job stories

causality

anxietiesmotivations

intended outcome

triggering event

Job stories

wheni am commuting to work by car

to eat something that lasts until lunch that I can get fast and eat without distraction from driving

I want

entertainment while being stuck in traffic

I wanti am commuting to work by car

start my work without being hungry.

so I can

fight my boredom.

so I can

2 job stories:

Milkshake example “breakfast and entertainment during commute”

“We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.”

— PA U L A D A M S V P o f P r o d u c t , I n t e r c o m

Context

The context defines what is needed to perform a job

Getting from home to the office

+ + + + +

Situation

Monday

Morning

RainAlarm

didn’t

Usually

at tha

Car in re

Context

Situation Raining outside

Need Getting there in time

Need Staying dry

Situation Hellish hot outside

Goal Getting to the office

Need Not getting sweaty

Goal-directed task analysis to investigate needs depending on situation & goals

Job stories

I have to get to the office on crazily hot on a summer morning

to keep dry instead of getting sweaty

I want

arrive at the office in style

So I can

Exercise

E X E R C I S E

13 minWrite three jobs stories based on the same job-to-be-done, yet in different contexts:

Situation 1: Raining cats and dogs

Situation 2: Small budget end of month

Situation 3: Little time only

Write it like in the 70sAvoid today’s tech speak hinting on solutions. Use yesterday’s language instead.

Preparing dinner for guests

Write three jobs stories based on the same job-to-be-done, yet in different contexts:

j o b - t o - b e - d o n e :

situation 1:Raining cats and dogs

situation 2:Small budget end of month

situation 3:Little time only

I want

So I can

I want

So I can

I want

So I can

Tell your job story

Wrap-up

“Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation.”

— A L A N K L E M E N T P r o d u c t d e s i g n e r

Not a solution or an answer to your problem, but to clarify the original problem

• makes us think • allows synthesises • provides focus • simple & sustainable

Benefits

Understand and communicate the design task

Describe a real user’s need in context

Validate scope and design solutions

Reading recommendations

Paul Adams: ‘The Dribbblisation Of Design’

Clayton Christensen: ‘The Innovator’s Dilemma’

Alan Klement: ‘A Jobs-to- be-Done primer’

Get in touch!

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin

Creative Commons – Attribution (CC BY 3.0) Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux, Stefano Vetere from the Noun Project