from netflix to drill bits: getting started with #jtbd
TRANSCRIPT
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From Netflix to Drill Bits: Getting started with #JTBDJamie Sunderland ! 9th May 2016 Jobs-to-be-done Glasgow Meetup #1
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People buy products to get
jobs done in their lives.
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TodayWhen do I struggle?
ProductWhy should I buy?
Situations
Motivations
Desirable Outcomes
FutureWhere do I progress?
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Personas?
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Mon
Sat
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What is the job to be done?
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Too wet Too strong
Job: “I need to freshen my shirt now.”
This works
Read more about this here >
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Methods of analysis
1. Observe your current customers
2. Study your potential customers
3. Watch for compensating behaviours
4. Ask why multiple times and listen
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Why
When
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First thoughtPassively looking - Tell me about when you first thought about it?
Customer interviews
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Customer interviews
Event oneActively looking - Tell me about when you started looking at options?
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Customer interviews
Event twoMaking a decision - Tell me about when you made the choice?
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Customer interviews
PurchasePurchasing the product - Tell me about when you bought it?
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Customer interviews
EvaluationLooking back - Tell me about how you feel now, is it what you expected?
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Customer interviews
TimelineWhere are the struggles to make progress?
Case study mattress JTBD interview here >
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When I’m furnishing my home
I want to add colour to my interior
so I can look like I understand style
Motivation
Situation
Expected Outcome
More on job stories/statements here >
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More reading
> Intercom on Jobs-to-be-done
> Value proposition design
> What customers want
> Integrating around the job
> Jobs-to-be-done handbook
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Where are your struggles in product development?