Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for
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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.
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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
- 14. Getting to appointment in time Taking a taxi Source: Pexels
- 15. Rewarding for a tough day at work Getting dinner delivered Source: Pexels
- 16. Emotional / personal jobs Functional jobs Social jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley. PERSPECTI VE Kinds of jobs
- 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
- 19. BEGINN IN GS Origin story
- 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
- 30. APPLICATI ON Consideration Set Milkshake Job: consume something now that will stave off hunger until noon VS Snickers Banana Bagel
- 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
- 41. Exercise 1 5 MIN
- 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
- 46. Share with all of us (2 pairs)
- 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
- 49. APPLICATI ON Customer Job Map
- 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
- 52. Continue the conversation › jobs-to-be-done.slack.com › fb.com/jtbd.eu
- 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