From Andrej Balaz, Senior User Experience Designer at IXDS
This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at Service Experience Camp on November 14, 2015.
7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURES
FOCUSING ON COMPETITORS’
OFFERINGS
22. LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1
SIMILAR OUTCOME
CUSTOMER GROUP 2 CUSTOMER GROUP 3
MODIFIED GRASS
SEEDS
FAMILY MEMBER
37. I’m not putting in any
real energy, but I start
noticing options
I’m investing energy
and time into finding a
solution.
I’ve narrowed my
options to two or three. I
understand my crieteria.
I’ve used it for a while
and I understand if it
does the job or not.
I’ve had enough.
This needs to get
solved.
If I don’t get this
solved by a certain
time, it’s not going
to be good.
I’ve paid money.
There is no going
back. I’ve comitted.
EVENT
ONE
EVENT
TWO
What I have might
not be working
anymore
FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO
42. FIRST
THOUGHT
INTERVIEW PEOPLE WHO
SWITCHED FROM ONE
PRODUCT TO ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
ANALYZE THE FORCES
THAT MADE THEM
SWITCH
ANXIETY
OF THE NEW SOLUTION
HABIT
OF THE PRESENT
BUSINESSASUSUAL
NEWBEHAVIOUR
PUSH
OF THE SITUATION
PULL
OF THE NEW SOLUTION
YOU
44. FIND A PARTNER
EACH OF YOU GETS 10 MINUTES
FIND A PRODUCT OR SERVICE RECENTLY BOUGHT
(SOMETHING SUBSTANTIAL)
FIND OUT THE PURCHASE STORY
(START WITH THE SWITCH AND
WORK BACKWARDS TO THE FIRST THOUGHT)
45. MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT
TO GIVE YOUR PRODUCT FOCUS.
47. ANTHONY W. ULWICK
What Customers Want
CLAYTON M. CHRISTENSEN
MICHAEL E. RAYNOR
The Innovator’s Solution
CHRIS SPIEK
BOB MOESTA
JTBD Handbook
48. JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD MEETUP BERLIN
ANDREJ BALAZ
@DESIGNAMYTE
JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE