Introduction to Jobs-to-be-Done

Get a high-level overview of what JTBD can do for your product or service and how you can approach your switch interviews.
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Links from final Resources slide
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http://jobstobedone.org/radio/the-mattress-interview-part-one/
http://jobstobedone.org/
http://amzn.to/1NlM4H2
http://amzn.to/1qFG5se
http://jobstobedone.info/
https://medium.com/the-job-to-be-done
https://www.udemy.com/mastering-jobs-to-be-done-interviews/
https://twitter.com/search?q=%23jtbd&src=typd
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Links from Discuss slide
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https://twitter.com/esjay?lang=en
https://cantina.co/

Transcript

1. #JTBD Be more than just a persona
2. Wayne Elgin @esjay Experience Designer at Cantina
3. What is #JTBD? (Jobs-to-be-Done)
4. The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives... With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well- tailored to what customers are already trying to do. – Clayton Christensen
5. #JTBD is a framework to help marketers and product developers create better products by understanding why consumers buy products. Why do consumers buy products?
6. Why do consumers buy products? #JTBD is built on the assumption that consumers purchase products and services based on a Job that they need to do. This understanding of context then helps make product and marketing decisions. hire
7. Why do consumers buy products? hire #JTBD uses interviews to reveal the emotional energy that leads consumers to make the Switch to a new solution and the Progress Making Forces that influenced the process.
8. Once we understand the Job, the context, and the energy, we can make decisions about how to develop our products around the real needs of the consumer. Why do consumers buy products? hire
9. ★ Focusing on what customers actually bought ★ Investigating real consumer decisions ★ Identifying the emotional energy around consumer decisions What #JTBD is:
10. What #JTBD is not: ★ Personas ★ Product features and functions ★ What customers say they want ★ Asking customers what they might do
11. Understand why products were hired Identify context and energy Select next steps and trade-offs What can #JTBD help you do?
12. #JTBDetails
13. Job: A situation that someone needs to resolve The universe of solutions that exist for a Job The hiring pool for the Job Consideration Set:
14. Consumers… ★ hire a product or service as a solution for a Job ★ fire a solution when it doesn’t fit the Job, or when it no longer exists ★ make a switch when they fire one solution in order to hire another for the same Job Hiring, Firing & Switching
15. Progress Making Forces ★ Push ★ Pull ★ Anxiety ★ Habit
16. Progress Making Forces Push is energy that drives a consumer to seek a new solution. It occurs when there is a current situation that has an inadequate solution today. “This isn’t working. I need to make it better.”
17. Progress Making Forces Pull is the magnetism that carries a consumer towards a possible solution. It occurs once a consumer has some information about that solution and can understand how it might fit the job. “Can this help me make progress?”
18. Progress Making Forces Anxiety is energy that pushes a consumer away from a new solution. It is driven by concerns about the suitability and usability of the solution. “Will it work? Can I figure it out?”
19. Progress Making Forces Habit is the energy that pulls a user to stay with the existing solution. It’s the inertia built up around the status quo. “What I’m doing today isn’t that bad. And I’m familiar with it, so why switch?”
20. Pull Push Habit Anxiety Consumer Business as Usual New Behavior Progress Making Forces
21. What Switching Looks Like
22. What job causes you to hire a milkshake?
23. The Switching Timeline Timeline illustration by Margeret Wilkins, http://jtbd.info
24. My Pepper Grinder
25. My New Pepper Grinder
26. Applying #JTBD
27. The Switch Interview Using the experiences of real consumers, we investigate the context and energy to determine why they did so.
28. ★ Vet ideal candidates. ★ Hunt for energy. ★ Ask open-ended questions. How to do the Switch Interview
29. ★ Identify the point of purchase ★ Find the first thought ★ Build the consideration set ★ Understand the emotional energy ★ Look for HOLY COW insights! Great Switch Interview Questions
30. The goal is to synthesize patterns of behavior and find the key triggers that lead to a purchase. Lots and Lots of Switch Interviews
31. ★ Organize each of your Switch interviews in the #JTBD worksheets. ★ Identify patterns and draw out contrasts from all of the interviews. ★ Create Job stories out of the interview information. Analyze Switch Interview Findings
32. What is a Job story?
33. Resources to Follow up “The Mattress Interview” from JobsToBeDone.org The Jobs-to-be-Done Handbook by Chris Spiek and Bob Moestra Lean UX book by Jeff Gothelf jtbd.info medium.com/the-job-to-be-done udemy.com/mastering-jobs-to-be-done-interviews #JTBD on Twitter
34. Discuss. @esjay cantina.co