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FOR HIRE
USING “JOBS TO BE DONE” AT CARMAX TO
GUIDE PRODUCT INNOVATION
Jake Mitchell
Sr. Product Designer, CarMax
INNOVATION IS HARD
84%
INNOVATION IS
EXTREMELY
IMPORTANT
94%
DISSATISFIED
WITH CURRENT
INNOVATION
McKinsey: Innovation and Commercialization ...
MOST “INNOVATIONS” ARE A FLOP
“Segway will be to the car what
the car was to the horse and
buggy.”
-Dean Kamen
Inventor of the Segway
INNOVATION LABS
CLAYTON CHRISTENSEN
EARLY MORNING
SINGLE PARTY
ONLY ITEM ORDERED
DELIVERING
REAL
INNOVATION
THROUGH JOBS
TO BE DONE
CARMAX
● 170+ Stores
● 180 Million Digital Interactions
● 15 Billion in Revenue
● Sell 1,000,000 Cars a Year
WHAT’S THE JOB?
• POOR QUALITY PHOTOS
• INCONSISTENT PHOTOS
• DIFFICULT TAKING PHOTOS
HARD FOR CUSTOMERS
TO FIND THE CAR F...
THE DIGITAL MERCHANDISING JOB DESCRIPTION
WHEN I’M NOT IN A CARMAX STORE…
I WANT TO BE ABLE TO VIEW CARS AS
IF I WAS ACTUA...
INDOOR STUDIOS
NEW PHOTO PROCESS
BLUR SCORE
HOW BIG IS IT?
“I WANT TO KNOW WHAT FEATURES THE CAR HAS”
“I WANT TO KNOW WHAT FEATURES THE CAR HAS”
“I WANT TO KNOW WHAT FEATURES THE CAR HAS”
THE JTBD TOOLKIT
JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
WINDIL
The #1 residential wind turbine
WINDIL
● Cheaper than solar
● DIY Installation
● IOT Enabled
JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
When I feel that I’m paying too much for
electricity, I wan...
JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
Cheap
When I feel that I’m paying too much for
electricity,...
JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
Confident
Financially responsible
Care about
environment
Se...
???
INDIRECT OBSERVATION
HOW OFTEN IS YOUR FEATURE USED?
HOW
FREQUENTLY
DO PEOPLE
USE IT?
ANALYTICS: VALUE GRAPH
DOESN’T LIVE
UP TO IDEA
POOR
ADOPT...
DIRECT OBSERVATION
WHY?
WHY?
WHY?
WHY?
WHY?
INTERVIEW PRO-TIP: PLAY DUMB
WHAT’S THE CONSIDERATION SET?
“Guilty” “Unsatisfying”“Difficult” “Easy, full”
1. Identify the main job your team,
company, and project someone
would hire you for
2. Figure out which jobs aren’t being
...
“Customers are loyal to us right up until
the second somebody offers them a
better service”
-Jeff Bezos
WANT TO LEARN MORE?
● Jobstobedone.org
● blog.intercom.io
● “Competing Against Luck”
SPECIAL THANKS
Eric Martin | Ann Yaug...
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"
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UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"

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UX STRAT USA 2017 presentation by Jake Mitchell, Senior Product Designer, CarMax

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UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"

  1. 1. FOR HIRE USING “JOBS TO BE DONE” AT CARMAX TO GUIDE PRODUCT INNOVATION Jake Mitchell Sr. Product Designer, CarMax
  2. 2. INNOVATION IS HARD
  3. 3. 84% INNOVATION IS EXTREMELY IMPORTANT 94% DISSATISFIED WITH CURRENT INNOVATION McKinsey: Innovation and Commercialization Global Survey, 2010
  4. 4. MOST “INNOVATIONS” ARE A FLOP
  5. 5. “Segway will be to the car what the car was to the horse and buggy.” -Dean Kamen Inventor of the Segway
  6. 6. INNOVATION LABS
  7. 7. CLAYTON CHRISTENSEN
  8. 8. EARLY MORNING SINGLE PARTY ONLY ITEM ORDERED
  9. 9. DELIVERING REAL INNOVATION THROUGH JOBS TO BE DONE
  10. 10. CARMAX ● 170+ Stores ● 180 Million Digital Interactions ● 15 Billion in Revenue ● Sell 1,000,000 Cars a Year
  11. 11. WHAT’S THE JOB? • POOR QUALITY PHOTOS • INCONSISTENT PHOTOS • DIFFICULT TAKING PHOTOS HARD FOR CUSTOMERS TO FIND THE CAR FOR THEM =
  12. 12. THE DIGITAL MERCHANDISING JOB DESCRIPTION WHEN I’M NOT IN A CARMAX STORE… I WANT TO BE ABLE TO VIEW CARS AS IF I WAS ACTUALLY THERE.
  13. 13. INDOOR STUDIOS
  14. 14. NEW PHOTO PROCESS
  15. 15. BLUR SCORE
  16. 16. HOW BIG IS IT?
  17. 17. “I WANT TO KNOW WHAT FEATURES THE CAR HAS”
  18. 18. “I WANT TO KNOW WHAT FEATURES THE CAR HAS”
  19. 19. “I WANT TO KNOW WHAT FEATURES THE CAR HAS”
  20. 20. THE JTBD TOOLKIT
  21. 21. JOB DESCRIPTION FUNCTIONAL EMOTIONAL PERSONAL EMOTIONAL SOCIAL
  22. 22. WINDIL The #1 residential wind turbine
  23. 23. WINDIL ● Cheaper than solar ● DIY Installation ● IOT Enabled
  24. 24. JOB DESCRIPTION FUNCTIONAL EMOTIONAL PERSONAL EMOTIONAL SOCIAL
  25. 25. JOB DESCRIPTION FUNCTIONAL EMOTIONAL PERSONAL EMOTIONAL SOCIAL When I feel that I’m paying too much for electricity, I want a way to lower my power bill
  26. 26. JOB DESCRIPTION FUNCTIONAL EMOTIONAL PERSONAL EMOTIONAL SOCIAL Cheap When I feel that I’m paying too much for electricity, I want a way to lower my power bill Easy to install Gives guidance Constant proof it works Low maintenance
  27. 27. JOB DESCRIPTION FUNCTIONAL EMOTIONAL PERSONAL EMOTIONAL SOCIAL Confident Financially responsible Care about environment Secure When I feel that I’m paying too much for electricity, I want a way to lower my power bill Cheap Easy to install Gives guidance Constant proof it works Low maintenance In control
  28. 28. ???
  29. 29. INDIRECT OBSERVATION
  30. 30. HOW OFTEN IS YOUR FEATURE USED? HOW FREQUENTLY DO PEOPLE USE IT? ANALYTICS: VALUE GRAPH DOESN’T LIVE UP TO IDEA POOR ADOPTION THE CORE JOB C/O INTERCOM
  31. 31. DIRECT OBSERVATION
  32. 32. WHY? WHY? WHY? WHY? WHY?
  33. 33. INTERVIEW PRO-TIP: PLAY DUMB
  34. 34. WHAT’S THE CONSIDERATION SET? “Guilty” “Unsatisfying”“Difficult” “Easy, full”
  35. 35. 1. Identify the main job your team, company, and project someone would hire you for 2. Figure out which jobs aren’t being satisfied that you can own 3. Observe your customers constantly, both direct and indirect 3 TAKEAWAYS
  36. 36. “Customers are loyal to us right up until the second somebody offers them a better service” -Jeff Bezos
  37. 37. WANT TO LEARN MORE? ● Jobstobedone.org ● blog.intercom.io ● “Competing Against Luck” SPECIAL THANKS Eric Martin | Ann Yauger | Archie Miller | Chip Trout | Tom G CarMax Product Designer Community

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