Jobs to Be Done JTBD - Jillian Wells

Inventing with Jobs-To-Be-DoneJillian Wells Senior Product Researcher Intercom

innovationresearch

designer researcher

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If it’s not believable…

If it’s hard to understand…

If it’s hard to use…

Personas: from love to hate

Information from UX mag, February 2013

1983Alan Cooper interviews users and uses them to

hold imaginary conversations as he designs programs

1983-2000Ethnographic user profiles

are used in software to define requirements with characteristic categories

for roles, technical proficiency, and education

1993Olgilvy presents

‘Customer Prints’ at CHI conference using

marketing characters for representative users

1995-2005Cooper and Goodwin lead the charge on

formalising personas for use with clients and development teams

2000’s+Personas are generally adopted by agencies, often blaring original

user experience vision with marketing

2007Jason Fried of 37Signals states that ‘[personas] are

artificial, abstract, and fictitious.’ This starts internal industry debate on personas

2009Kim Goodwin writes

Designing for the Digital Age, discussing the difference

between marketing and user experience personas

2012Dan Saffer skewers

personas in ‘How to Lie with Design Thinking’ at

Interaction 12 in Dublin

2012Lynda.com and Bolt-Peters team up at SXSW interactive 2012 to

expose ‘BS Personas’ and offer a new strategy for creating

meaningful useful personas

1983

2013

motivationsattributes(Likes baking and puzzles in her

spare time)(Looks for activities that will regularly

challenge her mentally)

motivationsattributes(Likes baking and puzzles in her

spare time)(Looks for activities that will regularly

challenge her mentally)

JTBD works!

JTBD isn’t a rigid technique

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What is JTBD?

JTBD Technique Uncovers

Motivations: why customers buy your product

Situations: why customers switched from another product

Anxieties: whether or not customers are struggling with your product

Three Schools of Thought

Tony Ulwick Clay Christensen Bob Moesta

“…People don’t want a quarter-inch drill, they want a quarter-inch hole.”

THEODORE LEVITT, 1960

Re-inventing angioplasty balloons

75 need statements focused on desired outcomes

19 inventive products became number 1-2 in their market

Three Schools of Thought

I want to impress people at an expo

We looked at customer motivations

I want to impress investors

I want to impress people on Twitter

Customers weren’t buying what we thought we were selling.

It’s not a map. It’s a showpiece!

Three Schools of Thought

DESIGN A BETTER MAP:• Cartographical improvements• Geographical accuracy• Better country boarders • Drag to create regions

We saw that we could make something new

DESIGN A SHOWPIECE MAP:• Beautiful visual design• Hide sensitive information• Easy for customers to share

Three Schools of ThoughtJTBD helped us innovate

Three Schools of Thought

Three Schools of Thought

Three Schools of Thought

successinnovation

JTBD v Personas

AS A ______

PERSONA

I WANT TO ____

ACTION

SO THAT ____

EXPECTED OUTCOME

User Story

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I don’t get bored in my free time.

Why do Grandma Anna and Just Jack play Two Dots?

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that

I don’t get bored in my free time.

As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that

I don’t get bored when I’m on the bus.

There’s a lot of information!

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that

I don’t get bored in my free time.

As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that

I don’t get bored when I’m on the bus.

There’s not a lot of relevant information

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I

don’t get bored in my free time.

As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that I don’t get bored when I’m on the bus.

Not a lot of consistent information

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that I

don’t get bored in my free time.

As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that

I don’t get bored when I’m on the bus.

Grandma Anna and Just Jack play Two Dots because they’re bored?

AS A ______

PERSONA

I WANT TO ____

ACTION

SO THAT ____

EXPECTED OUTCOME

TOO MANY ASSUMPTIONS

IRRELEVANTIS THIS THE BEST ACTION TO TAKE?

SITUATION MOTIVATION EXPECTED OUTCOME

Jobs Story

When my granddaughter is napping, I want to do something that will challenge me mentally, so that I can stay sharp and improve my memory.

WHEN ______ I WANT TO ____ SO I CAN ____

Two job stories

When my granddaughter is napping, I want to do something that will challenge

me mentally, so that I can stay sharp and improve my memory.

When I’m sitting on the bus with nothing to do, I want to do something that will challenge me mentally, so that I can

stay sharp and improve my memory.

Grandma Anna and Just Jack aren’t bored, they want a mental challenge!

As a 62 year old grandma named Anna, I want to play a game on my iPad, so that

I don’t get bored in my free time.

As a 29 year old marketer named Jack, I want to play a game on my iPhone, so that

I don’t get bored when I’m on the bus.

How to use JTBD

Identify the sub jobs

Identify high level jobs

Observe how it’s done today

Conduct JTBD interviews

Write job stories

Develop Solutions

Focus on a simple process

Identify jobs with quantitative data

TUTORIALS! TIME LIMITS! HINTS!

These become high-level jobs

TWO DOTS TOP FEATURE REQUESTS

TUTORIALS

CUSTOMISABILITY

ADDING GAME CONSTRAINTS

MULTI-PLAYER GAMES

Sub-jobs come from themes

TUTORIALS

HOW-TO’ TUTORIALS ON NEW LEVELS

HINTS’ IN INDIVIDUAL GAMES

TOOLTIPS ON NEW LEVELS

DESCRIPTIVE LEGEND FOR EACH LEVEL

JTBD Interviews

Goals of JTBD interviews

Why do people hire our product?

What are customer’s motivations behind using our

product?

How can we make sure no one switches away?

Do we need to iterate or innovate?

Core elements of JTBD interviews

TIMELINE FOUR FORCESFIRST THOUGHT

FIRST THOUGHT

Questions for physical products

What time of year was it?

Was anyone else with you at the time?

When did you purchase the product?

What was the weather like when you went to buy the

product?

Questions for software products

What tool were you using when you started looking?

Can you remember if anyone else was with you when you

started looking?

Tell me about the old solution, can you remember

how well it was working?

Look to uncover purchasing decisions

Motivations: why customers buy your product

Situations: why customers switched from another product

Anxieties: whether or not customers are struggling with your product

Write the Job Story

SITUATION MOTIVATION EXPECTED OUTCOME

Jobs Story

WHEN ______ I WANT TO ____ SO I CAN ____

Job stories are stand-alone artefacts

When my granddaughter is napping, I want to do something that will challenge me mentally, so that I can stay sharp and improve my memory.

Developing solutions becomes easy!

Combining Research Techniques

What should I do when..

My job stories are too granular?

My job stories aren’t validated?

There are too many job stories?

Use JTBD with other methodologies

WHEN ______

I WANT TO ____

SO I CAN ____

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Too many job stories

JOB 1 JOB 2 JOB 3 JOB 4

WHAT

WHY

DEFINE

INDENTIFY

LEARN

COMPARE

INVESTIGATE

JOB 1 JOB 2 JOB 3 JOB 4

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

sub-job

Affinity diagrams helped us define a common process

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

Each part of the process had associated sub-jobs that stemmed from the high-level jobs

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

We could focus on developing one part of the process at a time

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

SUB-JOB

Affinity diagrams helped us organise our job stories

WHEN ______

I WANT TO ____

SO I CAN ____

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How else can I combine JTBD with other methodologies?

If you want to narrow down job stories, prioritise them

WHEN ______

I WANT TO ____

SO I CAN ____

+SURVEYS

STACK RANKING

BEHAVIOURAL ANALYSIS

If you want to validate job stories, research them

WHEN ______

I WANT TO ____

SO I CAN ____

+JTBD INTERVIEW

CONCEPT TESTING

If you want to organise job stories, map them

WHEN ______

I WANT TO ____

SO I CAN ____

+AFFINITY DIAGRAMS

JOURNEY MAPPING

When in doubt, combine techniques

WHEN ______

I WANT TO ____

SO I CAN ____

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Look to uncover purchasing decisions

Motivations: why customers buy your product

Situations: why customers switched from another product

Anxieties: whether or not customers are struggling with your product

Thanks!@sillyjilly_uxr