More notes and a video of the talk are available at http://behindcompanies.com/2012/06/talk-notes-big-design-2012/

1. WHAT SHOULD
WE BUILD?
Defining the Jobs to be Done
@marcelosomers
#BigDJobs
behindcompanies.com

2. lo.
Hel

3. OUR CLIENTS HIRE US TO OWN
THEIR TOUGHEST PROBLEMS
THEY RETAIN US BECAUSE WE
KEEP OUR PROMISES

6. #BigDJobs
(D)esign
T NO
(d)esign

7. #BigDJobs
design AS
OUTCOME

8. #BigDJobs

9. #BigDJobs
DESIGN AS
PROCESS
design AS
OUTCOME

10. #BigDJobs
Elizabeth Boling:
"Designer” does not mean “artist” – though lots of
people want to think it does. The job of a designer
is not self-expression, it’s problem-solving."

11. #BigDJobs
Same
DESIGN AS diffe
rent
skill,
PROCESS result
design AS
OUTCOME

12. #BigDJobs

13. #BigDJobs

14. #BigDJobs

15. #BigDJobs

16. #BigDJobs

17. #BigDJobs

18. #BigDJobs
Competitive Advantage

19. #BigDJobs
Competitive Advantage
60s&70s
Making
Things
Cheaper

20. #BigDJobs
Competitive Advantage
60s&70s
Making
Things
Cheaper

21. #BigDJobs
Competitive Advantage
60s&70s 80s&90s
Making Making
Things Things
Cheaper BETTER

22. #BigDJobs
Competitive Advantage
60s&70s 80s&90s
Making Making
Things Things
Cheaper BETTER

23. #BigDJobs
Competitive Advantage
60s&70s 80s&90s 2000s
Making Making Making
Things Things BETTER
Cheaper BETTER Things

24. #BigDJobs
Competitive Advantage
60s&70s 80s&90s 2000s
Making Making Making
Things Things BETTER
Cheaper BETTER Things

25. #BigDJobs
Competitive Advantage
60s&70s 80s&90s 2000s
Making Making Making
Things Things BETTER
Cheaper BETTER Things
?

26. #BigDJobs
Competitive Advantage
60s&70s 80s&90s 2000s
Making Making Making
Things Things BETTER
Cheaper BETTER Things
?

27. #BigDJobs

28. #BigDJobs
When technology delivers basic needs,
user experience dominates –Donald Norman

29. #BigDJobs
Competitive Advantage
60s&70s 80s&90s 2000s 2000s+
Making Making Making MAKING
Things Things BETTER memorable
experiences
Cheaper BETTER Things

30. #BigDJobs
nce
erie ds
Exp Nee
ser hy of
U c
Hie rar
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)

31. #BigDJobs
nce
erie ds
Exp Nee
ser hy of
U c
Hie rar
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)

32. #BigDJobs
How?
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)

35. #BigDJobs
Today’s Talk

36. #BigDJobs
10 Steps
to a Meaningful Product

37. #BigDJobs
10 NINGFUL
Steps n’t ma ke
y ou ca
to aM EA Product
Meaningful

38. How?
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)
Sketch by Ben Jordan (http://bigbadcollab.com/)

39. #BigDJobs
Observe

40. #BigDJobs
Raise your
hand...

41. #BigDJobs
1 You’re a Guy

42. #BigDJobs
1 You’re a Guy
2 YOU’RE OVER 35

43. #BigDJobs
1 You’re a Guy
2 YOU’RE OVER 35
3 YOU WERE BORN IN TEXAS

44. #BigDJobs
What do old guys in Texas do?

45. #BigDJobs

46. #BigDJobs
No one buys
Gender Size of Household
because they’re
Price Age
Interests Education
Location Occupation
Religion Social Class
Income Ethnicity
Nationality

47. #BigDJobs

49. #BigDJobs

50. #BigDJobs
the result
≠
how you get there

51. #BigDJobs
Categorize

52. #BigDJobs
THE UX STACK

53. #BigDJobs
THE UX STACK
Purpose
WHAT GOAL ARE WE
TRYING TO ACHIEVE?

54. #BigDJobs
THE UX STACK
Purpose Audience
WHAT GOAL ARE WE WHO DO WE NEED TO
TRYING TO ACHIEVE? ACHIEVE THE GOAL?

55. #BigDJobs
THE UX STACK
Purpose Audience Content
WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE
TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED?

56. #BigDJobs
THE UX STACK
Purpose Audience Content Design
WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE WHAT IS THE BEST WAY TO
TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED? PRESENT THE CONTENT?

57. #BigDJobs
THE UX STACK
Purpose Audience Content Design Technology
WHAT GOAL ARE WE WHO DO WE NEED TO WHAT FEATURES DOES THE WHAT IS THE BEST WAY TO HOW IS THE MESSAGE
TRYING TO ACHIEVE? ACHIEVE THE GOAL? AUDIENCE NEED? PRESENT THE CONTENT? PHYSICALLY PRESENTED?

58. #BigDJobs
Audience
WHO DO WE NEED TO
ACHIEVE THE GOAL?

59. #BigDJobs
Jobs
to be
Done

60. #BigDJobs

61. #BigDJobs
Attributes
Gender Size of Household
Price Age
Interests Education
Location Occupation
Religion Social Class
Income Ethnicity
Nationality

62. #BigDJobs
Attributes Circumstances
Gender
Price
Size of Household
Age
Breakfast on a long,
Interests
Location
Education
Occupation
boring commute
Religion Social Class
Income Ethnicity Need to give kids a
Nationality
quick snack

63. #BigDJobs
A model for
Customer Change

64. #BigDJobs
The Equation of Progress
The Rewired Group

65. #BigDJobs
The Equation of Progress
Progress Making Forces
F1
Push of the
Situation
The Rewired Group

66. #BigDJobs
The Equation of Progress
Progress Making Forces
F1
Push of the
F2
Pull of the
Situation New Solution
The Rewired Group

67. #BigDJobs
The Equation of Progress
Progress Making Forces Progress Hindering Forces
F1
Push of the
F2
Pull of the
F3
Allegiance to
Situation New Solution Past Behavior
The Rewired Group

68. #BigDJobs
The Equation of Progress
Progress Making Forces Progress Hindering Forces
F1
Push of the
F2
Pull of the
F3
Allegiance to Anxiety of
F4
Situation New Solution Past Behavior New Solution
The Rewired Group

69. #BigDJobs
The Equation of Progress
Progress Making Forces Progress Hindering Forces
F1 + F2
Push of the
Situation
Pull of the
New Solution
> F3 + F4
Allegiance to Anxiety of
Past Behavior New Solution
The Rewired Group

70. #BigDJobs
There's a greater emotional aspect to jobs than
we want to give credit for.
Bob Moesta

71. #BigDJobs

72. #BigDJobs
Rather than asking customers what they want,
listen to the stories they tell
http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/

73. #BigDJobs
Marketing Jobs

74. #BigDJobs
http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg

75. #BigDJobs
Companies need to regularly ask themselves, ‘Are we in the
steam locomotive business, or the transportation business?’
https://twitter.com/#!/joncarroll/status/154701998082629632

76. THANK YOU!
http://behindcompanies.com/bigd12
@marcelosomers
#BigDJobs
behindcompanies.com