People are not interested in the service you are designing. They are interested in what it does for them – or which job it helps them to get done. They don’t really care about your banking, transportation or web service. But they do care about the outcome they are able to achieve with it. Today’s most successful services understand and address people’s key 'jobs', they support them in achieving their desired outcomes better than with other available solution.
The Jobs-to-be-Done (JTBD) perspective on service shifts the focus from service provision to enabling customers to accomplish a goal or resolve a problem. Customer jobs can not only have functional, but also social or personal aspects. For service managers, innovators and designers, a JTBD approach enriches existing tools and methods in research, design and marketing. These help them to understand customers better and eventually create significantly improved offerings.
This presentation was given on March 30, 2016 at first Service Design Drinks in Warsaw.
Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for
1. Uncovering
the jobs your service
is hired for
Service Design Drinks Warsaw #1
March 30, 2016 • Hannes Jentsch & Martin Jordan
2. People are n t
interested in the
service you are
designing.
BELIEF
3. They are only
interest d in what
it does for them
– or which job
it helps them
to get d ne.
BELIEF
4. “People don’t want to buy
a quarter-inch drill.
They want a quarter-inch hole!
”
QUOTE
— T H E O D O R E L E V I T T, American Economist
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
5. POINT O F VIEW
Customer jobs, hired solutions
S O LU T I O N S
• toothpaste and toothbrush
• chewing gum
• professional tooth cleaning
J O B S
• having a fresh breath
• feeling fresh
• preventing caries
Source: Icons by Ed Harrison, Alex Auda Samora from The Noun Project
6. BAC KG RO UND
Service, Innovation, Design
M A R T I N J O R DA N ,
Experience design,
HERE/Nokia
@Martin_Jordan
Cabinet Office
Government Digital Service
7. BAC KG RO UND
Product, Innovation, Design
H A N N E S J E N T S C H ,
Design & Innovation Consultant,
Freelance
@Kaffeetrinken
17. PERSPECTI VE
Job: Listening to music
Compact
Disc
Jobs are solution-agnostic
and remain valid over long time
Spotify
Streaming
Vinyl
record
Private
concert
iTunes
MP3
THEN NOW
18. BEGINN IN GS
Origin story
Jobs of the milkshake
by Clayton Christensen
Jobs of Snickers vs. Milkyway
by Bob Moesta
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
20. BELIEF
Jobs-to-be-Done is a …
Framework for developing & communicating
products and services
Set of tools and methods for almost every part
of the service development process
Mindset for understanding human behaviour, and
why people switch from one offering to another
21. “Jobs-to-be-done describe the tasks that a
product or service is carrying out. People don’t
just buy products or just want to use a certain
service. They ‘hire’ them to do a job.
”
QUOTE
— C L AY TO N C H R I S T E N S E N , Professor for Management
Source: http://www.christenseninstitute.org/
22. APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: British Design Council, 2005
23. APPLICATI ON
JTDB in Service Dev Process
Personas &
Job Executers
Contexts
of Jobs
Driving
Forces
Desired
Outcomes
Consider-
ation Set
Retrospective
Interviews
24. APPLICATI ON
Retrospective interviews
WHAT
‣Qualitative research method, based on interviews around
customers’ timeline leading up to a purchase
WHY
‣Way to uncover the ‘jobs’ people are trying to get done,
events & forces that lead them to ‘hire’ a specific solution;
also ‘stated preferences’ are often different from ‘revealed
preferences’
25. APPLICATI ON
Retrospective interviews
HOW
‣Interview going backwards in time, looking out for key
events leading to purchase of a product or service
First
thought
Event 1
BUY
Event 2
Passive
looking
Active
looking
Deciding Using
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
26. APPLICATI ON
Driving forces
Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.
WHAT
‣Mapping what pushes people to and what pulls them away
from a certain offering
WHY
‣Understanding how forces get stronger or weaker over
time, knowing what to address in dev and communication
HOW
‣Looking out for hints in retrospective interview
27. PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
APPLICATI ON
Driving forces
28. WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
APPLICATI ON
Driving forces
29. APPLICATI ON
Consideration Set
WHAT
‣Understanding competition in the users’ mind and their
particular qualities
WHY
‣Capturing what the real markets and competitive arena
are, uncover hidden competition
HOW
‣Looking out for current solutions, hacks and alternatives
during interviews, observations and other research
31. APPLICATI ON
Desired Outcomes
WHAT
‣Set of metrics that define how people want to get the job
done and what it means to get the job done perfectly
WHY
‣People intuitively judge a service based on hundreds of
expectations & criteria, which they use to determine an
offering’s value to them
HOW
‣Synthesising from research, phrased in consistent format
32. APPLICATI ON
Desired Outcomes
Customer
Job
Service
Solution
Desired
Out-
comes
FOR EXAMPLE
‣Increase usability of breakfast while driving car w/ 1 hand
‣Increase likelihood of making commute time entertaining
‣Minimise effort of food preparation or its pick-up time
‣Minimise hunger after arrival at office & before lunch
‣Minimise likelihood of making work cloth dirty while eating
33. APPLICATI ON
Personas & Job Executers
WHAT
‣Segment customer groups according to ‘job executors’
WHY
‣Statements-of-fact, preferences, and demographics
frequently serve as distracting barriers
HOW
‣Describe the qualifiers more explicitly in terms of the
underlying thinking, jobs-to-be-done
34. APPLICATI ON
Personas & Job Executers
Peter, 25
Barista’s jobs
Betti, 31
Store manager’s jobs
‣Manage suppliers
‣Manage cashflow
‣Recruit good staff
‣Plan marketing activities
‣Ensure stock is full
‣Brew and serve coffee
‣Keeping counter clean
‣Keep cash box in order
‣Count tips correctly
‣Ensure stock is full
Example: Redesigning employee experience for coffee shop
35. APPLICATI ON
Context of Jobs
WHAT
‣Understanding the situational circumstances of people that
limit their capabilities and resources
WHY
‣Being able to adapt service offering to people’s
surroundings in regards of time, space & cognition
HOW
‣Capturing contexts during all kinds of research activities
36. + + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
The better you can define the situation,
the better you can design the solution against
APPLICATI ON
Context of Jobs
37. When
Where
Who
How
What
season
month
weekd
ay
daytime
occasionlocation
type
category
attrib.profile/mode
social
device
motion
useract.routine
traffic
facebook
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…
Historical traffic around location
Congestion/incidents on route
Congestion/incidents around loc.
…
Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…
In
popular collection
In
m
yfriendscollection
In
m
ycollection…
FreezingCoolMild
Warm
Hot
Night
Day
Stormy
Snowy
Rainy
Foggy
Cloudy
Clear
Wetseason
Dryseason
Winter
Autumn
Summer
Spring
January
February
March
April
May
June
July
AugustSeptemberOctoberNovember
December
MondayTuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
Outdoor
Indoor
Near POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI
…
On streetIn building
In/at venueIn park
On mountain
On water
…
Airport
Departm
ent store
Hotel
Cafe
Restaurant
ATM
Leisure
PTstation
Sight
Mall
Parkingspace
Junction
Highway
…
Pricerange
Openinghours
Availableparking
…
…
Commuter
CityDweller
Traveler
Age30-39
Age18-29
Age<18
Male
Female
…
Withanonymouscrowd
Withknownpeople
Alone
…
Roamingactive
Via3G
etc
ViaBluetooth
ViaWiFi
Desktop
Tablet
Phone
…
Ascending/descending
Trajectory/bearing/direction
DrivingWalkingStill
…
Using app since 1d/1w/1m
Calculated a route to/from
Reviewed
Shared to/byCollected
Searched for
…
Routine follow up action when x Situation
TOOLS & METHODS
Context of Jobs
38. APPLICATI ON
JTDB in Service Dev Process
DISCOVER DEFINE DEVELOP DELIVER
ProblemDefinition
Problem
Solution
Source: British Design Council, 2005
39. VALUE
JTDB lens for Service Design
Helps you to generate new customer insights to
redefine markets
Allows you to define compelling customer value
propositions & develop new services
Enables you to tell convincing sales stories,
communicate and market service offerings
40. READING RECOMMENDATIONS
What Customers Want
Using Outcome-driven
Innovation to Create
Breakthrough Products
and Services
—Anthony W. Ulwick
The Innovator's Toolkit
50+ Techniques for
Predictable and
Sustainable Organic
Growth
—David Silverstein &
Philip Samuel
The Jobs-to-be-Done
Handbook
Practical techniques for
improving your application
of Jobs-to-be-Done
—Chris Spiek &
Bob Moesta
42. APPLICATI ON
Exercise, part 1
What item above 400 zloty (100 euro) did you buy recently?
Discuss with your neighbour what jobs this item
is doing for you.
What other solutions did you consider?
43. APPLICATI ON
Exercise, part 2
Note the jobs from
your discussion and
add following details
S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6
Uncovering the jobs your service is hired for
Exercise
What item above 400 zloty (100 euro) did you buy recently?
Discuss with your neighbour what jobs this item is doing for you.
What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job
______________________________________
Personal / emotional job
______________________________________
Social job
______________________________________
Hired solution
______________________________________
Short description of the situational context
(when, where, who, what)
______________________________________
______________________________________
Desired outcomes (rate importance, and satisfaction)
______________________________________
______________________________________
______________________________________
Considered options
______________________________________
44. S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6
Uncovering the jobs your service is hired for
Exercise
What item above 400 zloty (100 euro) did you buy recently?
Discuss with your neighbour what jobs this item is doing for you.
What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job
______________________________________
Personal / emotional job
______________________________________
Social job
______________________________________
Getting to London
Being relaxed, not having to worry
Appreciating my friends’ travel recommendations
45. S E R V I C E D E S I G N D R I N K S WA R S AW • M A R C H 3 0, 2 0 1 6
Uncovering the jobs your service is hired for
Exercise
What item above 400 zloty (100 euro) did you buy recently?
Discuss with your neighbour what jobs this item is doing for you.
What other solutions did you consider?
Note the jobs from your discussion and add following details:
Functional job
______________________________________
Personal / emotional job
______________________________________
Social job
______________________________________
Getting to London
Being relaxed, not having to worry
Appreciating my friends’ travel recommendations
Flight with British Airways
Moving from Berlin to London with lots
of baggage on short notice
Minimise stress with heavy baggage
Minimise length of journey to city centre
Increase comfort during journey, incl. seat space
…
Lufthansa, Eurowings, Air Berlin, Ryanair
47. Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Phase 5 (Simplified example)
CONTEXT
Woke up too late that morning
TOUCHPOINT
Urban navigation app
WANTED OUTCOME
Discovering the best option to get to work fast
UNWANTED OUTCOME
Wasting more time with searching for options
FUNCTIONAL JOB
Finding the fastest way to get to work
EMOTIONAL JOB
Regaining control of the situation
SOCIAL JOB
Letting my colleagues know
when I will arrive at work
Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for –
Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
APPLICATI ON
Customer Job Map
48. APPLICATI ON
Customer Job Map
WHAT
‣Expanding customer journey maps with jobs-in-context
descriptions, wanted and unwanted outcomes
WHY
‣Clarify motivations in specific situations while customers
try to get a certain job done
HOW
‣Mapping key moments identified during retrospective
interviews & contextual research
50. RECOMMEN DATIONS
Address progress-
blocking forces,
foster forces that
promote progress
Embrace JTBD language
across silos to reduce
friction & improve
knowledge flow
Understand your
customers’ desired
outcomes
Don’t talk about
features, but how
your offering helps
getting jobs done
53. NEX T
Join us in Berlin
Check for upcoming events:
http://www.meetup.com/berlin-jobs-to-be-done-meetup/
http://www.fb.com/servicedesignberlin/events
#JTDB
Meetup
Service
Design
Berlin
Drinks