Georgia_Diaconescu_Monese.pdf

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Personas with Jobs GEORGIA DIACONESCU

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DIGITAL TRANSFORMATION (BEAUTY & LUXURY) AUGMENTED REALITY (B2B, B2C) FINTECH

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Personas have a job.

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The blind men & the elephant

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It’s a fan It’s a spear Wall Trust me, it’s a rope Tree Snake

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They were focused on their own perspective.

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Value proposition brainstorming

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It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so. LEO TOLSTOY “ ”

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7 out of 10 businesses fail in the first 10 years. US BUREAU OF LABOR STATISTICS, 2019

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Personas are great A single perspective amongst many.

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Our users are dynamic They are always on a journey.

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Personas have a job to get done.

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People don’t just buy your product they hire it to get a job done. THEY FIRE IT, IF IT DOESN’T. CLAY CHRISTENSEN, Harvard Business School “The Innovator’s Dillemma”

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Jobs are functional actions, with social & emotional components. STABLE OVER TIME SOLUTION AGNOSTIC

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Sharon and Jay need to get somewhere on time.

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They both use the same product, Google Maps.

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Different personas Same job Same product

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Sharon Jay JOB TO BE DONE – Get Somewhere on Time

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Roman citizens 2nd century BC You This weekend, 2019 JOB TO BE DONE – Be Entertained

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Writer Today Instablogger JOB TO BE DONE – Express Creativity

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PERSONAS change, but the JOB is the same. SOURCE: ANDREESSEN HOROWITZ

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Each value proposition has a BENEFICIARY (persona) + a JOB.

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BENEFICIARY (persona) + JOB TO BE DONE ● Demographic data ● Geographic data ● Psychographic data & other ● Behavioral insights ● Buying patterns ● Experience & end goals

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Source:

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Jobs give us the functional outcome (WHAT) Personas give us the human dimension (WHO) Journeys give us the context (HOW)

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This gets you thinking ...

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JOBS reframe your market & competitors CHANGE HOW I FEEL

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How did we approach this?

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3,600 respondents 4 markets 75 needs assessed gazillion insights #expensive

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Beauty consumers don’t want AI chatbots ...

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...they want to look the way they want. JOB-TO-BE-DONE

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App users don’t want credit products ...

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...they want to afford what they need/want. JOB-TO-BE-DONE

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1. Map out each stage & each step of the job DEFINE PREPARE EXECUTE MONITOR MODIFY CONCLUDE ● Step 1 (action + variable) ● Step 2 ● Step 3 ● … ● Step 1 ● Step 2 ● Step 3 ● … ● Step 1 ● Step 2 ● Step 3 ● … ● Step 1 ● Step 2 ● Step 3 ● … ● Step 1 ● Step 2 ● Step 3 ● … ● Step 1 ● Step 2 ● Step 3 ● …

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2. Calculate the opportunity score for each job step IMPORTANCE SATISFACTION SATISFACTION GAP OPPORTUNITY SCORE = IMPORTANCE + SATISFACTION GAP <10 represent well-served market, >10 are underserved. The higher the number the greater the market opportunity to improve the JTBD.

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3. Select areas of opportunity Define Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Monitor Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Conclude Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Prepare Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Execute Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Modify Step 1 (action +variable) Score Step 2 Score Step 3 Score ... ….

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Self-perception Step (1): … Step (20): … Step (28): ... A Techniques Step (26):... Step (75): ... Planning Step (5): … B 4. Organize the opportunity in themes Personalisation Step (10): … Step (21):... Step (39):... Deliberation Step (41): … C Tools, products or services Step (36): … Step (37): … Step (40): … D

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5. Ideate around the themes with Product, Commercial & other teams

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6. Identify your competitive edge. Where do you excel? Step 5 Step 8 Step 25 Step 30 Step 34 Step 35 Step 11 Step 15 Step 20 Step 28 Decide whether or not to repeat the look Step 50 8.0 14.0 8.5 14.5 15.5 10.0 9.0 16.0 5.5 7.0 14.0 14.9 Competitor #1 Competitor #2 # Opportunity score

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7. Select 3 underserved value propositions to test out with your Personas

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8. Craft your messaging & test, test, test.

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9.(Re)Plan your Go-to-market strategy DIFFERENTIATED STRATEGY Win underserved customers only DOMINANT STRATEGY Win all types of customers DISRUPTIVE STRATEGY Win overserved customers & rest DISCRETE STRATEGY Win customers with limited options Get job done BETTER Get job done SAME Charge MORE Charge LESS Source: Strategyn

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Fine balance between Personas and Jobs.

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Personas > Jobs WE OVEREMPHASIZE THE UNIMPORTANT RISK OF BIASED, PREJUDICED RESULTS

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Personas < Jobs BURY THE EMOTIONAL & SOCIAL NEEDS TOO FUNCTIONAL, COLD

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Do your business-as-usual work on Personas, but enrich it 1. Map out each stage & each step of the job 2. Calculate the opportunity score for each job step 3. Select areas of opportunity 4. Organize the opportunity in themes 5. Ideate around the themes with your team 6. Identify your competitive edge. Where do you excel? 7. Select 3 underserved value props & test with Personas 8. Craft your message & TEST 9. (Re)Plan your GTM strategy