WHAT SHOULD
WE BUILD?
Defining the Jobs to be Done
behindcompanies.com
@marcelosomers
#BigDJobs
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Hello.
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OUR CLIENTS HIRE US TO OWN
THEIR TOUGHEST PROBLEMS
THEY RETAIN US BECAUSE WE
KEEP OUR PROMISES
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(d)esign
(D)esign
NOT
#BigDJobs
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design AS
OUTCOME
#BigDJobs
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#BigDJobs
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DESIGN AS
PROCESS
design AS
OUTCOME
#BigDJobs
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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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DESIGN AS
PROCESS
design AS
OUTCOME
Same skill,
different result
#BigDJobs
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#BigDJobs
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#BigDJobs
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#BigDJobs
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#BigDJobs
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#BigDJobs
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#BigDJobs
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Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
2000s
Making
BETTER
Things
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
2000s
Making
BETTER
Things
Competitive Advantage
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
2000s
Making
BETTER
Things
Competitive Advantage
?
#BigDJobs
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Making
Things
Cheaper
60s&70s 80s&90s
Making
Things
BETTER
2000s
Making
BETTER
Things
Competitive Advantage
?
#BigDJobs
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#BigDJobs
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When technology delivers basic needs,
user experience dominates
–Donald Norman
#BigDJobs
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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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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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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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#BigDJobs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)
How?
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Today’s Talk
#BigDJobs
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10 Steps
to a Meaningful Product
#BigDJobs
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10 Steps
to a Meaningful Product
you can’t make
MEANINGFUL
#BigDJobs
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Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)
How?
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Observe
#BigDJobs
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Raise your
hand...
#BigDJobs
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You’re a Guy
1
#BigDJobs
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You’re a Guy
1
YOU’RE OVER 35
2
#BigDJobs
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You’re a Guy
1
YOU’RE OVER 35
2
YOU WERE BORN IN TEXAS
3
#BigDJobs
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What do old guys in Texas do?
#BigDJobs
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#BigDJobs
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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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#BigDJobs
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#BigDJobs
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the result
≠
how you get there
#BigDJobs
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Categorize
#BigDJobs
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THE UX STACK
#BigDJobs
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Purpose
WHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
#BigDJobs
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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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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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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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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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Audience
WHO DO WE NEED TO
ACHIEVE THE GOAL?
#BigDJobs
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#BigDJobs
Jobs
to be
Done
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#BigDJobs
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Attributes
Gender
Price
Interests
Location
Religion
Income
Size of Household
Age
Education
Occupation
Social Class
Ethnicity
Nationality
#BigDJobs
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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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A model for
Customer Change
#BigDJobs
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The Rewired Group
The Equation of Progress
#BigDJobs
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The Rewired Group
F1
Push of the
Situation
Progress Making Forces
The Equation of Progress
#BigDJobs
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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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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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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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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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There's a greater emotional aspect to jobs than
we want to give credit for.
Bob Moesta
#BigDJobs
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#BigDJobs
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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
Companies need to regularly ask themselves, ‘Are we in the
steam locomotive business, or the transportation business?’
https://twitter.com/#!/joncarroll/status/154701998082629632
#BigDJobs