Jobs to be Done puts customer insights first and helps to uncover the story of customers' decision-making leading to commitment to a new product or service. In this first part, I focused on the basic terminology of the JTDB framework. You will find an introduction to The Switch and the two helpful interviewing tools: the Forces Diagram and The Timeline. These tools help you to see your customers' switching to a new solution as a long process fueled by emotions, social interactions and functional considerations. The presentation highlights why interviewing Switchers can get you valuable, first-hand insights that help focusing your product design, strategy and marketing efforts. In the subsequent parts, we will talk about the interviewing process itself and how to make the outcomes actionable. This is a presentation originally held on the JTBD Meetup Berlin. Come and join us on http://www.meetup.com/Berlin-Jobs-To-Be-Done-Meetup/

1. FISHING FOR
THE JOBS TO
BE DONE
FISHINGFOR
THEJOBSTO
BEDONE

2. FISHING FOR
THE JOBS TO
BE DONE
FISHINGFOR
THEJOBSTO
BEDONE
ANDREJ BALAZ SENIOR UX DESIGNER AT THINK MOTO
@DESIGNAMYTE

3. THE SWITCH
THE FOUR FORCES OF PROGRESS
FISHING FOR THE STORY

4. THE SWITCHTHESWITCH

5. THE SWITCH:
THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE
TOWARDS A NEW SOLUTION.
BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP

7. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.

8. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURES
BUT EXPECTED OUTCOMES

9. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.

10. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY

11. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
TRADE-OFFS

12. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
TRADE-OFFS
CONSIDERATION SET

13. WHAT MAKES
PEOPLE
SWITCH
WHATMAKES
PEOPLE
SWITCH

14. YOUBUSINESS AS USUAL NEW BEHAVIOUR

15. ANXIETY
OF THE NEW SOLUTION
HABIT
OF THE PRESENT
BUSINESSASUSUAL
NEWBEHAVIOUR
PUSH
OF THE SITUATION
PULL
OF THE NEW SOLUTION
YOU

16. GETTING TO
THE STORY
GETTINGTO
THESTORY

17. FIRST
THOUGHT

18. FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO

19. I’m not putting in any
real energy, but I start
noticing options
I’m investing energy
and time into finding a
solution.
I’ve narrowed my
options to two or three. I
understand my crieteria.
I’ve used it for a while
and I understand if it
does the job or not.
I’ve had enough.
This needs to get
solved.
If I don’t get this
solved by a certain
time, it’s not going
to be good.
I’ve paid money.
There is no going
back. I’ve comitted.
CONSUMING
YAY OR NAY
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO
PASSIVE
LOOKING
FIRST
THOUGHT
What I have might
not be working
anymore

20. NEXT UPNEXTUP

21. TIPS FOR INTERVIEWING & NOTE TAKING
HOW TO MAKE JTBD ACTIONABLE?

22. JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
BALAZ.DE
@DESIGNAMYTE
JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
BALAZ.DE
@DESIGNAMYTE