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What Should We Build? Defining the Jobs to be Done

What Should We Build? Defining the Jobs to be Done

Marcelo Somers

June 03, 2012
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  1. WHAT SHOULD
    WE BUILD?
    Defining the Jobs to be Done
    behindcompanies.com
    @marcelosomers
    #BigDJobs

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  2. Hello.

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  3. OUR CLIENTS HIRE US TO OWN
    THEIR TOUGHEST PROBLEMS
    THEY RETAIN US BECAUSE WE
    KEEP OUR PROMISES

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  6. (d)esign
    (D)esign
    NOT
    #BigDJobs

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  7. design AS
    OUTCOME
    #BigDJobs

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  8. #BigDJobs

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  9. DESIGN AS
    PROCESS
    design AS
    OUTCOME
    #BigDJobs

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  10. Elizabeth Boling:
    "Designer” does not mean “artist” – though lots of
    people want to think it does. The job of a designer
    is not self-expression, it’s problem-solving."
    #BigDJobs

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  11. DESIGN AS
    PROCESS
    design AS
    OUTCOME
    Same skill,
    different result
    #BigDJobs

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  12. #BigDJobs

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  13. #BigDJobs

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  14. #BigDJobs

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  15. #BigDJobs

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  16. #BigDJobs

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  17. #BigDJobs

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  18. Competitive Advantage
    #BigDJobs

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  19. Making
    Things
    Cheaper
    60s&70s
    Competitive Advantage
    #BigDJobs

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  20. Making
    Things
    Cheaper
    60s&70s
    Competitive Advantage
    #BigDJobs

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  21. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    Competitive Advantage
    #BigDJobs

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  22. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    Competitive Advantage
    #BigDJobs

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  23. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    2000s
    Making
    BETTER
    Things
    Competitive Advantage
    #BigDJobs

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  24. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    2000s
    Making
    BETTER
    Things
    Competitive Advantage
    #BigDJobs

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  25. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    2000s
    Making
    BETTER
    Things
    Competitive Advantage
    ?
    #BigDJobs

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  26. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    2000s
    Making
    BETTER
    Things
    Competitive Advantage
    ?
    #BigDJobs

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  27. #BigDJobs

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  28. When technology delivers basic needs,
    user experience dominates
    –Donald Norman
    #BigDJobs

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  29. Making
    Things
    Cheaper
    60s&70s 80s&90s
    Making
    Things
    BETTER
    2000s
    Making
    BETTER
    Things
    Competitive Advantage
    2000s+
    MAKING
    memorable
    experiences
    #BigDJobs

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  30. User Experience
    Hierarchy of Needs
    #BigDJobs
    Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
    Sketch by Ben Jordan (http://bigbadcollab.com/)

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  31. User Experience
    Hierarchy of Needs
    #BigDJobs
    Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
    Sketch by Ben Jordan (http://bigbadcollab.com/)

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  32. #BigDJobs
    Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
    Sketch by Ben Jordan (http://bigbadcollab.com/)
    How?

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  35. Today’s Talk
    #BigDJobs

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  36. 10 Steps
    to a Meaningful Product
    #BigDJobs

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  37. 10 Steps
    to a Meaningful Product
    you can’t make
    MEANINGFUL
    #BigDJobs

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  38. Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
    Sketch by Ben Jordan (http://bigbadcollab.com/)
    How?

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  39. Observe
    #BigDJobs

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  40. Raise your
    hand...
    #BigDJobs

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  41. You’re a Guy
    1
    #BigDJobs

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  42. You’re a Guy
    1
    YOU’RE OVER 35
    2
    #BigDJobs

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  43. You’re a Guy
    1
    YOU’RE OVER 35
    2
    YOU WERE BORN IN TEXAS
    3
    #BigDJobs

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  44. What do old guys in Texas do?
    #BigDJobs

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  45. #BigDJobs

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  46. No one buys
    Gender
    Price
    Interests
    Location
    Religion
    Income
    Size of Household
    Age
    Education
    Occupation
    Social Class
    Ethnicity
    Nationality
    because they’re
    #BigDJobs

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  47. #BigDJobs

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  48. View Slide

  49. #BigDJobs

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  50. the result

    how you get there
    #BigDJobs

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  51. Categorize
    #BigDJobs

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  52. THE UX STACK
    #BigDJobs

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  53. Purpose
    WHAT GOAL ARE WE
    TRYING TO ACHIEVE?
    THE UX STACK
    #BigDJobs

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  54. Purpose
    WHAT GOAL ARE WE
    TRYING TO ACHIEVE?
    THE UX STACK
    Audience
    WHO DO WE NEED TO
    ACHIEVE THE GOAL?
    #BigDJobs

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  55. Purpose
    WHAT GOAL ARE WE
    TRYING TO ACHIEVE?
    THE UX STACK
    Audience
    WHO DO WE NEED TO
    ACHIEVE THE GOAL?
    Content
    WHAT FEATURES DOES THE
    AUDIENCE NEED?
    #BigDJobs

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  56. Purpose
    WHAT GOAL ARE WE
    TRYING TO ACHIEVE?
    THE UX STACK
    Audience
    WHO DO WE NEED TO
    ACHIEVE THE GOAL?
    Content
    WHAT FEATURES DOES THE
    AUDIENCE NEED?
    Design
    WHAT IS THE BEST WAY TO
    PRESENT THE CONTENT?
    #BigDJobs

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  57. Purpose
    WHAT GOAL ARE WE
    TRYING TO ACHIEVE?
    THE UX STACK
    Audience
    WHO DO WE NEED TO
    ACHIEVE THE GOAL?
    Content
    WHAT FEATURES DOES THE
    AUDIENCE NEED?
    Design
    WHAT IS THE BEST WAY TO
    PRESENT THE CONTENT?
    Technology
    HOW IS THE MESSAGE
    PHYSICALLY PRESENTED?
    #BigDJobs

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  58. Audience
    WHO DO WE NEED TO
    ACHIEVE THE GOAL?
    #BigDJobs

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  59. #BigDJobs
    Jobs
    to be
    Done

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  60. #BigDJobs

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  61. Attributes
    Gender
    Price
    Interests
    Location
    Religion
    Income
    Size of Household
    Age
    Education
    Occupation
    Social Class
    Ethnicity
    Nationality
    #BigDJobs

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  62. Attributes
    Gender
    Price
    Interests
    Location
    Religion
    Income
    Size of Household
    Age
    Education
    Occupation
    Social Class
    Ethnicity
    Nationality
    Circumstances
    Breakfast on a long,
    boring commute
    Need to give kids a
    quick snack
    #BigDJobs

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  63. A model for
    Customer Change
    #BigDJobs

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  64. The Rewired Group
    The Equation of Progress
    #BigDJobs

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  65. The Rewired Group
    F1
    Push of the
    Situation
    Progress Making Forces
    The Equation of Progress
    #BigDJobs

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  66. The Rewired Group
    F1
    Push of the
    Situation
    F2
    Pull of the
    New Solution
    Progress Making Forces
    The Equation of Progress
    #BigDJobs

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  67. The Rewired Group
    F1
    Push of the
    Situation
    F2
    Pull of the
    New Solution
    F3
    Allegiance to
    Past Behavior
    Progress Making Forces Progress Hindering Forces
    The Equation of Progress
    #BigDJobs

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  68. The Rewired Group
    F1
    Push of the
    Situation
    F2
    Pull of the
    New Solution
    F4
    Anxiety of
    New Solution
    F3
    Allegiance to
    Past Behavior
    Progress Making Forces Progress Hindering Forces
    The Equation of Progress
    #BigDJobs

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  69. The Rewired Group
    F1
    Push of the
    Situation
    F2
    Pull of the
    New Solution
    F4
    Anxiety of
    New Solution
    F3
    Allegiance to
    Past Behavior
    + +
    >
    Progress Making Forces Progress Hindering Forces
    The Equation of Progress
    #BigDJobs

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  70. There's a greater emotional aspect to jobs than
    we want to give credit for.
    Bob Moesta
    #BigDJobs

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  71. #BigDJobs

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  72. Rather than asking customers what they want,
    listen to the stories they tell
    http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/
    #BigDJobs

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  73. Marketing Jobs
    #BigDJobs

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  74. http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg
    #BigDJobs

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  75. Companies need to regularly ask themselves, ‘Are we in the
    steam locomotive business, or the transportation business?’
    https://twitter.com/#!/joncarroll/status/154701998082629632
    #BigDJobs

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  76. THANK YOU!
    behindcompanies.com
    @marcelosomers
    #BigDJobs
    http://behindcompanies.com/bigd12

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