Focusing on the Job-To-Be-Done with Job Stories

A talk about 'Job-to-be-done' thinking, developed by Clay Christensen, author of “The Innovator's Dilemma”.

Job stories were developed by intercom: http://insideintercom.io/the-dribbblisation-of-design/
and expanded on by Alan Klement:
http://alanklement.blogspot.com/2013/09/replacing-user-story-with-job-story.html

Transcript

1. Focusing on the Job-to-be-done with Job Stories
2. What is Job-To-Be-Done?
3. A shift, from Users, to Jobs as the primary unit of analysis
4. “Customers rarely make buying decisions around what the ‘average’ customer in their category may do — but they often buy things because they find themselves with a problem that they need to solve” http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
5. People do not stumble onto your website looking for something to do
6. People do not stumble onto your website looking for something to do They ‘hire’ your site to solve a problem, or accomplish a task
7. Successful design is the result of good fit between context and form - Christopher Alexander
8. The job is the context Creating forms which are a good fit requires thorough understanding of the job
9. User stories do a poor job of capturing context :(
10. What’s the least valuable part of a user story? As <user> I want <some feature> In order to <reach an outcome>
11. As <user> Low value; we're interested in the job, not the user
12. I want <some feature> In order to <reach an outcome> Doesn’t capture why these conclusions were reached
13. Job Stories http://alanklement.blogspot.com/2013/09/replacing-user- story-with-job-story.html
14. As <user> When <context> I want <some feature> In order to <reach an outcome>
15. As a project manager ! I want to track which organisations are visiting my report ! In order to understand the impact
16. When I'm releasing a report at a conference where multiple parties are participating ! I want to track which organisations are visiting my report ! In order to understand the impact
17. Now the story contains the motivations which drive the feature
18. Now the story contains the motivations which drive the feature Easier to empathise with the user
19. Writing job stories
20. Ask “When do (or would) you use the site?”
21. Keep it real
22. Embrace fat ‘when’ statements
23. http:// alanklement.blogspot.co.uk /2013/09/5-tips-for-writing- job-story.html
24. Prefix with if you need it As <user>
25. Summary •Focus on the “Job-to-be-done” by asking: •What are users are trying to accomplish? •When does that need arise? •Capture this context that drives feature design in Job Stories