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Jobs to be Done - What the j**?

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Ein kurzer Überflug über den Informationsdschungel zu JTBD (Jobs to be Done) von Matthias Feit @ die firma . experience design

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Jobs to be Done - What the j**?

  1. 1. What the j**? Ein kurzer Überflug über den Informationsdschungel zu JTBD (Jobs To Be Done) die firma . experience design / Matthias Feit
  2. 2. „People don’t want a quarter-inch drill, they want a quarter-inch hole. “ Theodore Levitt Auf wen ist der Begriff zurückzuführen?
  3. 3. ...aber wollen Menschen wirklich das 6er Loch in der Wand?
  4. 4. Warum Jobs-To-Be-Done? „People hire products to get a job done“ Clayton Christensen
  5. 5. Das bekannteste Beispiel Das Milkshake Dilemma
  6. 6. Welcher JTBD? „Hilf mir auf dem Weg zur Arbeit die Zeit im Auto zu überbrücken, damit ich mich weniger gelangweilt und hungrig am Arbeitsplatz ankomme.“
  7. 7. Economy travel and business travel are both capable candidates applying for “Get me face-to-face with my colleague in San Francisco“, though they’re looking for significantly different salaries. Video conferencing isn’t as capable, but is willing to work for a far smaller salary. I’ve a hiring choice to make.” Des Traynor – Intercom
  8. 8. Sounds like... ...ein Ansatz für kundenzentriertes Denken. So weit so gut.
  9. 9. „Und wie funktioniert das jetzt genau?“
  10. 10. Ein Begriff, viele Meinungen
  11. 11. Das Problem… Es gibt nicht nur den einen Ansatz zu JTBD!
  12. 12. Ein Begriff, viele Meinungen JTBD + ODI: Theorie + Framework Theorie: Jobs as progress Switch Interviews TBD :-)
  13. 13. Alle sind sich einig: Ein Job-To-Be-Done… • … ist ein Bedürfnis das über lange Zeiträume stabil bleibt. • … unterliegt keinerlei geografischen Einschränkungen • … ist in der Beschreibung frei von Lösungsansätzen.
  14. 14. Ein JTBD – Drei Lösungen: „Unterwegs Musik hören“ ?
  15. 15. Jobs Theory (Clayton Christensen, Alan Klement) Customers want progress!
  16. 16. • …is the progress that an individual seeks in a given circumstance. • …is never simply about the functional—it has important social and emotional dimensions. • …occurs in the flow of daily life, the circumstance is central to their definition and becomes the essential unit of innovation work • …ongoing and recurring. Not a discrete event A JTBD...
  17. 17. …is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one, but cannot because there are constraints that stop her. It is not a task, activity, or has any functional characteristic. A JTBD...
  18. 18. Quelle: https://www.intercom.com/books/jobs-to-be-done
  19. 19. „Upgrade your user, not your product. Value is less about the stuff and more about the stuff the stuff enables. Don't build better cameras - build better photographers.“ Kathy Sierra
  20. 20. Wie formuliert Alan Klement den JTBD?
  21. 21. Help me quickly find a restaurant where me and my friends can eat together … …so i don‘t have to worry so much about finding a solution that everyone is happy with.
  22. 22. Wie finden wir die richtigen Jobs?
  23. 23. „Switch“ Interviews (Bob Moesta, Chris Spiek) The minidocumentary of a JTBD story.
  24. 24. Folgende Dinge wollen wir erfahren • Was ist der angestrebte Fortschritt? • Kontext des „Ringens“ um eine Lösung. • Welche Hindernisse gibt es? • Wie würde der Job gelöst wenn es kein adäquates Produkt am Markt gäbe. • …
  25. 25. Bob Moesta & Chris Spiek: “Switch Interview“
  26. 26. Ich dachte JTBD wäre ein Prozess, den ich einfach anwenden kann?
  27. 27. JTBD + Outcome-Driven Innovation (Tony Ulwick) New products and services win in the marketplace if they help customers get a job done better and/or more cheaply.
  28. 28. • Core Functional Job • verb + object of the verb (noun) + contextual clarifier • „prepare a hot beverage for consumption“ (not „boil water“) • Related Functional Jobs • Emotional Jobs • define how customers want to feel or avoid feeling (as a result of the functional job) à „feel appreciated“ • Social Jobs • define how customers want to be perceived by others à „be perceived as a good host“
  29. 29. Definition für Kundenbedürfnisse: Desired Outcome
  30. 30. Desired Outcomes als Metriken für Kundenzufriedenheit
  31. 31. The Opportunity Landscape
  32. 32. Und vieles mehr...
  33. 33. Jim Kalbach: Practical Jobs-To-Be-Done Quelle: https://www.slideshare.net/Kalbach/practical-jobs-to-be-done-jtbd?ref=https://experiencinginformation.com/workshops/practical-jobs-to-be-done-a-way-of-seeing/
  34. 34. Für agile Prozesse: „Replace the user story with a job story“ (Alan Klement) Quelle: http://alanklement.blogspot.com/2013/09/replacing-user-story-with-job-story.html
  35. 35. „All models are wrong – some are useful“ George Box
  36. 36. Warum sollten wir uns mit JTBD beschäftigen?
  37. 37. „JTBD theory offers a rich framework for understanding customers. But you may be thinking that it sounds familiar or that you’ve been advocating this for years. Well, you’re right. At its core, JTBD theory overlaps greatly with existing approaches of user- centered design, design thinking, goal-driven design and more.“ Jim Kalbach
  38. 38. „Still, at a minimum the JTBD approach offers a fresh perspective on creating value for customers. What’s different, I believe, is the source of the approach: it comes from thoughts leaders in business. The momentum around JTBD, particularly with Clayton Christensen’s new book Competing Against Luck, will likely increase over the next several years.“ Jim Kalbach
  39. 39. Was ist zu tun? Austausch ! Hypothese " Experiment # Repeat! $
  40. 40. Let‘s slack: jtbd-community.slack.com
  41. 41. Diese Ausarbeitung beinhaltet geistiges Eigentum von Die Firma GmbH und ist ausschließlich für Präsentationszwecke bestimmt. Soweit die Ausarbeitung nicht durch eine vertragliche Vereinbarung in das Eigentum des Kunden übergeht, kann jede Verwendung von Teilen der Konzeption, Design und der zugrundeliegenden Ideen nur mit schriftlichem Einverständnis von Die Firma erfolgen. Eine Nutzung ohne Vereinbarung bzw. Einverständnis ist nicht zulässig (vgl. geltendes Urheber- und Nutzungsrecht) ebenso wie eine Weitergabe dieses Dokumentes an Dritte (sowohl als Gesamtdokument wie auch in Auszügen). Diese Ausarbeitung beinhaltet geistiges Eigentum von Die Firma GmbH und ist ausschließlich für Präsentationszwecke bestimmt. Soweit die Ausarbeitung nicht durch eine vertragliche Vereinbarung in das Eigentum des Kunden übergeht, kann jede Verwendung von Teilen der Konzeption, Design und der zugrundeliegenden Ideen nur mit schriftlichem Einverständnis von Die Firma erfolgen. Eine Nutzung ohne Vereinbarung bzw. Einverständnis ist nicht zulässig (vgl. geltendes Urheber- und Nutzungsrecht) ebenso wie eine Weitergabe dieses Dokumentes an Dritte (sowohl als Gesamtdokument wie auch in Auszügen). Schwalbacher Straße 78 D-65183 Wiesbaden Tel +49 611 2385010 www.diefirma.de @matthiasfeit 0611-2385012 m.feit@diefirma.de Kontakt

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