It can be incredibly difficult to manage a website when the product you are trying to sell is something many consumers don’t understand well. Let alone trying to optimise that experience especially when it’s multi channel and there are various teams involved. So how do you build meaningful experiments that will take your website to the next level? We hear the phrase customer centricity used all the time but how can we bring that ideal into the optimisation process to start driving the big improvements the organisation wants? The Jobs To Be Done framework may just be the key to helping you focus on the changes that will really matter to your customers. Jon Hayes has been in the digital space for a decade. He started by working with several agencies before shifting over to the financial services sector to build digital experiences their customers would finally enjoy.

1. The Jobs To Be
Done
Framework
Focus on changes that matter
Jon Hayes @

2. I focus on building, optimising and delivering
digital customer experiences that drive organic
growth.
Jon Hayes
#
Digital Specialist

3. 2015201320122010
Tough Corp was a
provider of rugged
technology. I built
most of their
marketing collateral
and launched their
brand in the digital
space.
Tough Corp Orion
Creative
Hollard Financial
Services
Metlife
Orion Creative is a
boutique digital
agency. Some
clients include Citrix,
Google, Spotify,
Cisco and Fairfax.
HFS is a retail
provider of
insurance products
for brands including
Real Insurance,
RSPCA Pet
Insurance, Choosi
and several others.
Metlife is a global
provider of life
insurance. Fortune
100 Organisation.
Specialising in
Group, Broker and
B2B Insurance.

4. In every industry,
Competition is stronger than
it has ever been before.

5. Singapore – Marina Bay Sands

6. New Zealand

7. How did we get here?

8. Let’s Take A Quick Step Back

9. http://www.theatlantic.com/business/archive/2012/04/how-america-spends-money-100-years-in-the-life-of-the-family-budget/255475/
Food
43%
Housing
23%
Apparel
14%
Healthcare
5%
Entertainment
2%
Other
13%
Food Housing Apparel Healthcare Entertainment Other
How Did People Spend Their
Money In 1900?

10. New York - 1900

12. http://www.theatlantic.com/business/archive/2012/04/how-america-spends-money-100-years-in-the-life-of-the-family-budget/255475/
Food
13%
Housing
33%
Apparel
4%Healthcare
6%
Entertainment
5%
Other
39%
Food Housing Apparel Healthcare Entertainment Other
And in 2003?

14. 1. Temple & Webster
2. Kogan
3. The Iconic
4. Catch of the Day
5. Booktopia
6. JB Hi-Fi
7. Red Balloon
8. Dan Murphy’s
9. Lorna Jane
10. Shoes of Prey
11. Dick Smith
12. Appliances Online
13. ShowPo
14. Stylerunner
15. Pet Circle
16. Adore Beauty
17. OzSale
18. Klika
19. Vinomofo
20. HardToFind
http://www.smartcompany.com.au/marketing/online-sales/46163-australia-s-top-20-online-retailers-for-2015/
Now many of us shop online…

15. Industries went from this…

16. to this…

17. So we adapted,
We changed the way we
approach the market.

18. The Rise Of Customer Centricity

19. The Rise Of Customer Centricity
Google is showing an increasing mentions of
customer centricity YoY.

20. Customers
Expectations
Business
Growth Demands
and
are rising.

21. Increasing the need to optimise efficiently.
So marketers started focusing on
AutomationPersonasCustomer Journey Maps Customer Experience Scores

22. However we’re just getting started
34% of companies have undertaken
customer journey map exercise
2% of companies that have reported
success with their customer journey
mapping
13% of customers who said the
existing customer journey worked for
them
72% of customers who said the
companies customer journey missed
their needs
http://www.huffingtonpost.com/vala-afshar/50-important-customer-exp_b_8295772.html

23. We need to test and optimise faster…

24. Big Organisations Digital Optimisation Process

25. A Standard Optimisation Process For A Large Finance
Organisation
Marketing
Digital or marketing
teams get together and
discuss ideas to test.
Marketing
Content and imagery planned,
customer experience presented
to management.
Work Starts
Concepts
Business Intel
Meeting set with analytics and
business intel teams to determine
how success will be measured.
Planning Results
Legal + Compliance
Meeting set with legal and
compliance set to ensure changes
comply with external
requirements.
Getting Sign Off
Launch!
Marketing
With everything in place, a launch
date that doesn't interfere with
other changes and campaigns is
set.
Launch Planning
Dev Team
We review the proposed changes
with the dev team to see if the
proposed enhancement is possible.
Technical Details

26. 26
Standard Timeframe
Anywhere from 2 weeks to months.

27. Bing Reports a 80-90% failure rate
of their A/B Tests
At any one time they are running 300 tests with anywhere
from 100,000 to 1 million users
That means 270 tests fail.
However they all need budget, resources, prioritisation.

28. Only 1 out of 8 A/B tests have driven significant
change.
AppSumo.com

29. So I asked the question
How do we ensure that our optimisations have a higher
chance of success and better prioritisation?

30. Jobs To Be Done
#JTBD – Clayton Christensen

31. Continuous Innovation
It’s what we do each day. Take the norm, the
current solution, and make it slightly better.

32. Disruptive Innovation
While it starts off performing worse
than sustained innovation and it is
rare. Disruptive innovation can very
quickly deliver more value than
existing sustained solutions.

33. If I had an hour to solve a problem and my life
depended on the solution, I would spend the first
55 minutes determining the proper question to
ask, for once I know the proper question, I could
solve the problem in less than 5 minutes.
Albert Einstein

34. https://www.youtube.com/watch?v=RQjBawcU_qg
What Is Jobs
To Be Done?
Here’s a great intro…

35. 35
JTBD Is
The reasoning behind a Job
The emotions before, during
and after a job
What customers have done in
the past
JTBD Isn’t
Customer Personas
Measuring the success of a
launch
Another customer interview

36. Breaking Down JTBD
Functional
Needs
Social
Needs
Emotional
Needs
Every person has three goals with any purchase

37. The JTBD Process

38. JTBD Timeline
Satisfied!
Passive Looking
Event/Trigger
Active Looking
Event/Trigger
Deciding
Buying
Consuming
First Thought

39. The Milkshake Experiment

40. Why Do You Think They
Purchased Milkshakes In
The Early Morning?

41. Why Would You Use The JTBD Framework?
Better understand the needs your product and services meet. The
solutions will change but needs remain stable for a much longer time
A stronger understanding of which ideas are simply sustained
innovation and which ideas are ‘disruptive’.
Allows to to prioritise your activities based on what is most important
to your customers
Being aware of the needs of your customer your able to better
identify competitors with potentially disruptive solutions

42. Want To Learn More?
jobstobedone.inf
o
Great explainer
website on the
framework, the
process and
examples on how
JTBD benefits
marketers.
innovatorstoolkit.c
om
Great in depth
reading on how to
better innovate your
products and
services. Start with
the website and if it
resonates have a
look a the book.
medium.com/the-job-to-be-
done
This is the hub for
anyone who wants
to write about their
JTBD experience.
jobstobedone.org
Articles focussed on
the implementation
of the JBTD
framework across
multiple industries.

43. It is a collective. A hub. A space to learn and contribute. A home for
Customer Experience & Service Design professionals, practitioners
and consultants to connect, edit and shape the future of good
experience.
www.experiencecrowd.com

44. https://au.linkedin.com/in/jonhayesishere
Jon Hayes
Thank You.