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Making jobs-to-be-done actionable VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4 Hannes Jentsch, Thomas Hüt...
Hannes Jentsch Martin JordanThomas Hütter @kaffeetrinken @Martin_Jordan@tohu_ Hello
How to make jobs-to-be-done actionable? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
G R E AT I D E A What is job-to-be-done? A task you would hire a MBA guy for? H A P PY C U STO M E R S Making JTBD actiona...
“The best way to predict the future is to invent it.” Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jorda...
t i m e yo u r s e r v i c e c o m p et i t o r ’ s s e r v i c e serviceperformance c u s t o m e r d e m a n d T h e I n...
u n d e r s t a n d m a ke What design can do 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD acti...
re a l a b s t r ac t u n d e r s t a n d m a ke concepts What design can do JTBD why? what? 1 0 1 D e s i g n M et h o d ...
“What job did you hire that milkshake to do?” — C L AY C H R I S T E N S E N P ro fe s s o r o f e c o n o my Making JTBD ...
Empathise with your users! Customers don’t buy products or services. They hire various solutions at various times to get a...
Airbnb feel like a local when on travel ! JTBD: enjoy independent travel ! ≠ travel guide book, google, friends Snapchat w...
How do I make this actionable in service development? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jorda...
re a l a b s t r ac t u n d e r s t a n d m a ke What design can do JTBD concepts? 1 0 1 D e s i g n M et h o d s , V i j ...
team briefing it’s about the Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
p e r s o n a s p ro f i l e s ro l e s s c e n a r i o s u s e r j o u r n e y s e m p a t hy m a p u s e c a s e s u s e...
why? what! Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
fu n c t i o n a l re l i a b l e u s a b l e m e a n i n g fu l H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t...
“If you can’t explain it simply, you don’t understand it well enough.” — A L B E R T E I N ST E I N S c i e n t i s t Maki...
Situation Needs Goal Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
Who Where When What Why Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
causality anxieties motivations intended outcome triggering event Making JTBD actionable - Thomas Hütter, Hannes Jentsch, ...
when i am commuting to work by car to eat something that lasts until lunch that I can get fast and eat without distraction...
“We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the i...
Context The context defines what is needed to perform a job Getting from home to the office Making JTBD actionable - Thoma...
+ + + + + Situation M onday M orning Rain Alarm didn’t ring Usuallygone atthattim e Carin repair Context Making JTBD actio...
Situation Raining outside Need Getting there in time Need Staying dry Situation Hellish hot outside Goal Getting to the of...
Job stories I have to get to the office on crazily hot on a summer morning When to keep dry instead of getting sweaty I wa...
Exercise Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
EX E R C I S E Making jobs-to-be-done actionable 13 min Write three jobs stories based on the same job-to-be-done, yet in ...
Write it like in the 70s
 Avoid today’s tech speak hinting on solutions. Use yesterday’s language instead. Making JTBD act...
Making jobs-to-be-done actionable Preparing dinner for guests Write three jobs stories based on the same job-to-be-done, y...
Tell your job story Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
Wrap-up Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
“Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular imp...
Not a solution or an answer to your problem, but to clarify the original problem Making JTBD actionable - Thomas Hütter, H...
• makes us think • allows synthesises • provides focus • simple & sustainable Making JTBD actionable - Thomas Hütter, Hann...
Benefits Understand and communicate the design task Describe a real user’s need in context Validate scope and design solut...
Reading recommendations Paul Adams: ‘The Dribbblisation Of Design’ Clayton Christensen: ‘The Innovator’s Dilemma’ Alan Kle...
Get in touch! servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin Creative Commons – Attribution (CC BY 3.0) Icon...
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Making jobs-to-be-done actionable / Service Design Drinks

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What do people use a service for? What problem are they trying to solve? This edition of Service Design Drinks introduced to a tool based on the increasingly popular jobs-to-be-done framework. It helps you to better understand problems with a fresh approach by examining contexts and describing desired outcomes.

This edition’s presenters Thomas Hütter, Hannes Jentsch and Martin Jordan are system and experience designers at HERE, a Nokia business. In the past year they reviewed the internal design processes and explored new tools that are worth sharing.

Veröffentlicht in: Design
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Making jobs-to-be-done actionable / Service Design Drinks

  1. 1. Making jobs-to-be-done actionable VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4 Hannes Jentsch, Thomas Hütter, Martin Jordan
  2. 2. Hannes Jentsch Martin JordanThomas Hütter @kaffeetrinken @Martin_Jordan@tohu_ Hello
  3. 3. How to make jobs-to-be-done actionable? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  4. 4. G R E AT I D E A What is job-to-be-done? A task you would hire a MBA guy for? H A P PY C U STO M E R S Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  5. 5. “The best way to predict the future is to invent it.” Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 — A L A N K AY Co m p u t e r s c i e n t i s t
  6. 6. t i m e yo u r s e r v i c e c o m p et i t o r ’ s s e r v i c e serviceperformance c u s t o m e r d e m a n d T h e I n n ovat o r ’ s D i l e m m a , C l ay C h r i s t e n s e n , 1 9 97 The innovator’s dilemma Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  7. 7. u n d e r s t a n d m a ke What design can do 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  8. 8. re a l a b s t r ac t u n d e r s t a n d m a ke concepts What design can do JTBD why? what? 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  9. 9. “What job did you hire that milkshake to do?” — C L AY C H R I S T E N S E N P ro fe s s o r o f e c o n o my Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  10. 10. Empathise with your users! Customers don’t buy products or services. They hire various solutions at various times to get an array of jobs done. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  11. 11. Airbnb feel like a local when on travel ! JTBD: enjoy independent travel ! ≠ travel guide book, google, friends Snapchat worry-less sexting ! JTBD: explore sexuality w/o bullying ! ≠ whatsapp, skype, love letter Groupon deals/ cheaper prices ! JTBD: get off your couch and do something ! ≠ bars, cinema, sport Milkshake tasty drink/ milkshake ! JTBD: breakfast and entertainment during commute ! ≠ bagel, bananas and doughnuts Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  12. 12. How do I make this actionable in service development? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  13. 13. re a l a b s t r ac t u n d e r s t a n d m a ke What design can do JTBD concepts? 1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2 Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  14. 14. team briefing it’s about the Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  15. 15. p e r s o n a s p ro f i l e s ro l e s s c e n a r i o s u s e r j o u r n e y s e m p a t hy m a p u s e c a s e s u s e r r e s e a r c h d at a a n a l y t i c s c o m p et i t o r a n a l y s i s i n fo r m at i o n a rc h i t e c t u re t o p o l o g y m a p t o p o l o g y m a p what? Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  16. 16. why? what! Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  17. 17. fu n c t i o n a l re l i a b l e u s a b l e m e a n i n g fu l H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t e r s , 2 0 1 1 o b j e c t i ve s u b j e c t i ve The design challenge Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  18. 18. “If you can’t explain it simply, you don’t understand it well enough.” — A L B E R T E I N ST E I N S c i e n t i s t Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  19. 19. Situation Needs Goal Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  20. 20. Who Where When What Why Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  21. 21. causality anxieties motivations intended outcome triggering event Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Job stories
  22. 22. when i am commuting to work by car to eat something that lasts until lunch that I can get fast and eat without distraction from driving I want entertainment while being stuck in traffic I want i am commuting to work by car when start my work without being hungry. so I can fight my boredom. so I can 2 job stories: Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014 Milkshake example “breakfast and entertainment during commute”
  23. 23. “We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.” — PA U L A DA M S V P o f P r o d u c t , I n t e r c o m Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  24. 24. Context The context defines what is needed to perform a job Getting from home to the office Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  25. 25. + + + + + Situation M onday M orning Rain Alarm didn’t ring Usuallygone atthattim e Carin repair Context Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  26. 26. Situation Raining outside Need Getting there in time Need Staying dry Situation Hellish hot outside Goal Getting to the office Goal Getting to the office Need Not getting sweaty Goal-directed task analysis to investigate needs depending on situation & goals Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  27. 27. Job stories I have to get to the office on crazily hot on a summer morning When to keep dry instead of getting sweaty I want arrive at the office in style So I can Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  28. 28. Exercise Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  29. 29. EX E R C I S E Making jobs-to-be-done actionable 13 min Write three jobs stories based on the same job-to-be-done, yet in different contexts: Situation 1: Raining cats and dogs Situation 2: Small budget end of month Situation 3: Little time only Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  30. 30. Write it like in the 70s
 Avoid today’s tech speak hinting on solutions. Use yesterday’s language instead. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  31. 31. Making jobs-to-be-done actionable Preparing dinner for guests Write three jobs stories based on the same job-to-be-done, yet in different contexts: j o b - t o - b e - d o n e : situation 1: Raining cats and dogs situation 2: Small budget end of month situation 3: Little time only When I want So I can When I want So I can When I want So I can
  32. 32. Tell your job story Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  33. 33. Wrap-up Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  34. 34. “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation.” — A L A N K L E M E N T P ro d u c t d e s i g n e r Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  35. 35. Not a solution or an answer to your problem, but to clarify the original problem Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  36. 36. • makes us think • allows synthesises • provides focus • simple & sustainable Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  37. 37. Benefits Understand and communicate the design task Describe a real user’s need in context Validate scope and design solutions Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  38. 38. Reading recommendations Paul Adams: ‘The Dribbblisation Of Design’ Clayton Christensen: ‘The Innovator’s Dilemma’ Alan Klement: ‘A Jobs-to- be-Done primer’ Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014
  39. 39. Get in touch! servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin Creative Commons – Attribution (CC BY 3.0) Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux, Stefano Vetere from the Noun Project

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