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What Should We Build? Defining the Jobs to be Done

What Should We Build? Defining the Jobs to be Done

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Marcelo Somers

June 03, 2012
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  1. WHAT SHOULD WE BUILD? Defining the Jobs to be Done

    behindcompanies.com @marcelosomers #BigDJobs
  2. Hello.

  3. OUR CLIENTS HIRE US TO OWN THEIR TOUGHEST PROBLEMS THEY

    RETAIN US BECAUSE WE KEEP OUR PROMISES
  4. None
  5. None
  6. (d)esign (D)esign NOT #BigDJobs

  7. design AS OUTCOME #BigDJobs

  8. #BigDJobs

  9. DESIGN AS PROCESS design AS OUTCOME #BigDJobs

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

    #BigDJobs
  12. #BigDJobs

  13. #BigDJobs

  14. #BigDJobs

  15. #BigDJobs

  16. #BigDJobs

  17. #BigDJobs

  18. Competitive Advantage #BigDJobs

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

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

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

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

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

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

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

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

    BETTER Things Competitive Advantage ? #BigDJobs
  27. #BigDJobs

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

    #BigDJobs
  29. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making

    BETTER Things Competitive Advantage 2000s+ MAKING memorable experiences #BigDJobs
  30. User Experience Hierarchy of Needs #BigDJobs Adapted from Stephen Anderson

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

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

    (http://bigbadcollab.com/) How?
  33. None
  34. None
  35. Today’s Talk #BigDJobs

  36. 10 Steps to a Meaningful Product #BigDJobs

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

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

    How?
  39. Observe #BigDJobs

  40. Raise your hand... #BigDJobs

  41. You’re a Guy 1 #BigDJobs

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

  43. You’re a Guy 1 YOU’RE OVER 35 2 YOU WERE

    BORN IN TEXAS 3 #BigDJobs
  44. What do old guys in Texas do? #BigDJobs

  45. #BigDJobs

  46. No one buys Gender Price Interests Location Religion Income Size

    of Household Age Education Occupation Social Class Ethnicity Nationality because they’re #BigDJobs
  47. #BigDJobs

  48. None
  49. #BigDJobs

  50. the result ≠ how you get there #BigDJobs

  51. Categorize #BigDJobs

  52. THE UX STACK #BigDJobs

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

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

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

  59. #BigDJobs Jobs to be Done

  60. #BigDJobs

  61. Attributes Gender Price Interests Location Religion Income Size of Household

    Age Education Occupation Social Class Ethnicity Nationality #BigDJobs
  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
  63. A model for Customer Change #BigDJobs

  64. The Rewired Group The Equation of Progress #BigDJobs

  65. The Rewired Group F1 Push of the Situation Progress Making

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

    of the New Solution Progress Making Forces The Equation of Progress #BigDJobs
  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
  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
  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
  70. There's a greater emotional aspect to jobs than we want

    to give credit for. Bob Moesta #BigDJobs
  71. #BigDJobs

  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
  73. Marketing Jobs #BigDJobs

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

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