jtbd meetup #12: framing jobs, insights from alan klement's publication on jobs to be done
TRANSCRIPT
FRAMING JOBS
FRAMING JOBS
@DESIGNAMYTE@LOVSKOGEN
ANDREJ BALAZ, TOR BOLLIGNMO
SENIOR UX AND SERVICE DESIGNER AT IXDS SENIOR PRODUCT MANAGER AT DATAPINE
SEVERAL CASE STUDIES SHOWING JTBD THINKING
EVOLUTION OF JTBD LANGUAGE
CUSTOMER PROGRESS AS FOCAL POINT OF INNOVATION
1ST TAKE-AWAY
ACTIVITIES, TASKS AND BEHAVIORS ARE NOT JOBS.FUNCTIONALITY IS NOT PART OF JOBS.
ALAN KLEMENT
GRASS FIELDSOLUTION
MAINTAIN GRASSACTIVITY
FERTILIZE, WATER, CUTTASKS
FIELDTURFSOLUTION
MAINTAIN FIELDTURFACTIVITY
AERATE, BRUSH, SWEEPTASKS
ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS.
THEY DON’T REVEAL CUSTOMER MOTIVATIONS.ALAN KLEMENT
ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS.
THEY DON’T REVEAL MOTIVATIONS.ALAN KLEMENT
HOW
WHY
BEFOREPUSH / STRUGGLE / JOB
Free me from the stress of not knowing when and where my delivery arrives...
AFTERPULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the day and concentrate on more important stuff.
BEFOREPUSH / STRUGGLE / JOB
Free me from the stress of not knowing when and where my delivery arrives...
AFTERPULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the day and concentrate on more important stuff.
BEFOREPUSH / STRUGGLE / JOB
Free me from the stress of not knowing when and where my delivery arrives...
AFTERPULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the day and concentrate on more important stuff.
SOLUTION
BEFOREPUSH / STRUGGLE / JOB
Free me from the stress of not knowing when and where my delivery arrives...
AFTERPULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the day and concentrate on more important stuff.
SOLUTION
BEFOREPUSH / STRUGGLE / JOB
Free me from the stress of not knowing when and where my delivery arrives...
AFTERPULL / LIFE IS UPGRADED / JOB IS DONE
...so I can worry less during the day and concentrate on more important stuff.
SOLUTION
JOBS DESCRIBE THE PROGRESS CUSTOMERS WANT TO MAKE
TO OVERCOME A STRUGGLE
NOT A GOOD JOB STATEMENT:
Get me and my kids from A to B.
BETTER:
Help me transport my kids without having to worry about sending them alone.
NOT A GOOD JOB STATEMENT:
Get me and my kids from A to B.
BETTER:
Help me transport my kids without having to worry about sending them alone.
JOBS ARE NOT JUST FUNCTIONAL
NOT A GOOD JOB STATEMENT:
Get me and my kids from A to B.
The job of a car is...
BETTER:
Help me transport my kids without having to worry about sending them alone.
Grant me the peace of mind that I can go anywhere I want.
NOT A GOOD JOB STATEMENT:
Get me and my kids from A to B.
The job of a car is...
BETTER:
Help me transport my kids without having to worry about sending them alone.
Grant me the peace of mind that I can go anywhere I want.
JOBS ARE NOT JUST FUNCTIONAL
PRODUCTS DON’T HAVE JOBS
WHEN
I WANT TO
SO I CAN
Life as usual, then a problem arises. What happened?
Once customers find a solution and use it, how has life changed for the better? What’s possible what wasn’t before?
WHEN
I WANT TO
SO I CAN
Life as usual, then a problem arises. What happened?
Once customers find a solution and use it, how has life changed for the better? What’s possible what wasn’t before?
Customers imagine effects that a solution should have. What effects should the solution have?
2ND TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT, IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN IMPROVEMENT.
2ND TAKE-AWAY
JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT, IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE
TO REACH AN IMPROVEMENT. BEWARE OF ACTIVITIES, SOLUTIONS OR PERSONAS
WHEN
I WANT
SO THAT
I am previewing a visual design,
descriptions of each area of the design,
that other designers will see and discuss the design and understand my reasoning.
ACTIVITY, BUT NO STRUGGLE
SOLUTIONS, NOT THEIR EFFECTS
PERSONAS MIGHT MISLEAD AS DIFFERENT PEOPLE CAN SHARE
THE SAME STRUGGLE.
EXAMPLE OF A BAD JOB STORY:
WHEN
I WANT
SO THAT
I am presenting my visual design and I’m worried that people will reject its merits,
something objective to back it up,
that people will see and discuss the design with less subjective bias.
PUSH / STRUGGLE
IMAGINED EFFECTS
PULL / PROGRESS / NEW LIFE
JTBD.INFOWHENCOFFEEANDKALECOMPETE.COM
ALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ @DESIGNAMYTE
TOR BOLLINGMO
@LOVSKOGEN
JTBD.INFOWHENCOFFEEANDKALECOMPETE.COM
ALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ @DESIGNAMYTE
TOR BOLLINGMO
@LOVSKOGEN