making jobs-to-be-done actionable / service design drinks
TRANSCRIPT
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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
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Hannes Jentsch Martin JordanThomas Hütter@kaffeetrinken @Martin_Jordan@tohu_
Hello
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How to make jobs-to-be-done actionable?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
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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
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
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“The best way to predict the future is to invent it.”
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
— A L A N K AY C o m p u t e r s c i e n t i s t
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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
rv
ice
pe
rf
or
ma
nc
e
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
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
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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
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r e a l
a b s t r a c t
u n d e r s t a n d m a k e
concepts
What design can do
JTBDwhy? what?
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
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“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
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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.
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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
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
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How do I make this actionable in service development?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
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r e a l
a b s t r a c t
u n d e r s t a n d m a k e
What design can do
JTBD concepts?
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
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team briefing
it’s about the
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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
t o p o l o g y m a p
what?
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why?what!
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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
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“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
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Situation Needs Goal
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
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WhoWhereWhen
What Why
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
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causality
anxietiesmotivations
intended outcome
triggering event
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Job stories
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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
when
start my work without being hungry.
so I can
fight my boredom.
so I can
2 job stories:
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Milkshake example “breakfast and entertainment during commute”
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“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
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Context
The context defines what is needed to perform a job
Getting from home to the office
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+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
Context
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Situation Raining outside
Need Getting there in time
Need Staying dry
Situation Hellish hot outside
Goal Getting to the office
Goal Getting to the office
Need Not getting sweaty
Goal-directed task analysis to investigate needs depending on situation & goals
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Job stories
I have to get to the office on crazily hot on a summer morning
When
to keep dry instead of getting sweaty
I want
arrive at the office in style
So I can
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Exercise
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E X E R C I S E
Making jobs-to-be-done actionable
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
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Write it like in the 70sAvoid today’s tech speak hinting on solutions. Use yesterday’s language instead.
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Making jobs-to-be-done actionable
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
When
I want
So I can
When
I want
So I can
When
I want
So I can
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Tell your job story
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Wrap-up
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“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
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Not a solution or an answer to your problem, but to clarify the original problem
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• makes us think • allows synthesises • provides focus • simple & sustainable
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Benefits
Understand and communicate the design task
Describe a real user’s need in context
Validate scope and design solutions
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Reading recommendations
Paul Adams: ‘The Dribbblisation Of Design’
Clayton Christensen: ‘The Innovator’s Dilemma’
Alan Klement: ‘A Jobs-to- be-Done primer’
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Get in touch!
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@SD_Berlin
fb.com/servicedesignberlin
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