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How to know what your customers really want?

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How product managers can leverage the jobs-to-be-done framework to make better product decisions

Veröffentlicht in: Marketing

How to know what your customers really want?

  1. 1. How to “Know” What Your Customers Really Want? Pandith Jantakahalli
  2. 2. Why Jobs-to-be-Done? • User or customer’s lens for uncovering – Jobs or outcomes they are trying to achieve while hiring your product – Causes for hiring your product – Situations, motivations, triggers, and considerations while hiring your product
  3. 3. “When you identify what people truly use your product to accomplish, you protect yourself from competition” Clayton Christensen
  4. 4. Jobs: Provides Clarity on Competition • Same job (overcoming a boring commute) fulfilled by different products Image Source: Intercom.io blog
  5. 5. Jobs: Provides Clarity on Competition • Products in the same product category fulfilling different jobs Treat Breakfast on the go
  6. 6. “Identifying with a product category is outsourcing your strategy to the past” Ryan Singer
  7. 7. Jobs: Provides Clarity on Purpose • Jobs helps you identify what causes people to buy your products “The fact that you are 18-35 years old with a college degree does not cause you to buy a product. It may be correlated with the decision, but it does not cause it” Clayton Christensen
  8. 8. Typical Conversations: Product Focused • What your product does? – (What can we do to improve our product?) Drill holes Information on temperature, humidity, rain Send, receive documents
  9. 9. How to Identify Jobs? • Why people use your product? Hang a painting What should I wear, carry an umbrella, by when should I reach home? Get signatures on a document
  10. 10. You’ve Identified the Job, What Next? • Understand which situations are causing them to hire your product? • What aspects of the current solution are they unhappy or struggling with? • What criteria are they applying in choosing between solutions?
  11. 11. Jobs are Timeless • Customers do not just buy products, they just switch from something else • Customers do not just leave a product, they switch to something else • Dimensions or hiring criteria change over time
  12. 12. How to Uncover Causality? • One of the methods to uncover causality of purchase is to conduct JTBD interviews with people who have – Purchased your product recently – Fired your product recently
  13. 13. “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion” Dale Carnegie
  14. 14. What to Focus on in JTBD Interviews? Adapted from the Re-Wired Group, Ash Maurya’s Blog Post Push of a situation Make progress / something better Magnetism of the new solution What will my life look like? Anxiety of the new solution Am I making the right choice? Habit of the present What is holding them back?
  15. 15. Scope of JTBD Interviews Deciding Making trade-offs based on hiring criteria Energy Active looking Spend effort in seeking a solution Passive looking Know you need to make a change Time Switch/Buying Consuming Using the product Satisfaction Evaluation of product against hiring criteria First Thought Consumption Adapted from the Re-Wired Group
  16. 16. Post Interview Analysis • Best done as a team, who have participated or listened to the interview – Do each of the below steps individually and then discuss as a group • List struggling moments in current situation • Identify dimensions that are valuable to the customer • Identify trade-offs made while making a decision
  17. 17. Post Interview Analysis • List emotions experienced, “social” aspects • List anxieties and habits that hold them back • Name the jobs • Build hypothesis on causality • Test your hypothesis in subsequent interviews
  18. 18. Summary Think More About Alternatives for achieving the same outcomes/jobs Think Less About Competitors in your product category Situations, and struggling moments with current solution Personas of users Emotions and behaviors demonstrated while buying your product Rational reasons for purchasing your product Why they use your product What your product does
  19. 19. Takeaways for PMs • Consider prioritizing based on hiring criteria and their relative importance • Identify attributes that are important but are under served (low satisfaction) • Understand comparable anchors that prospects while evaluating your product • What can you do to reduce anxiety and help prospective customers to overcome existing habits and behaviors? • How can you improve messaging to speak to situations and emotions?
  20. 20. “Questions are places in your mind where answers fit. If you haven’t asked the question, the answer has nowhere to go ” Clayton Christensen Questions?
  21. 21. What Next? Want to practice JTBD interviews? Google Hangout Session: 13-Sep-2014, 11 AM (8 Slots Only + 1 Person who recently made a purchase) Twitter: jppandith Email: jppandith@gmail.com Bangalore JTBD Meetup Group Blog: https://medium.com/@jppandith
  22. 22. Sources / Acknowledgements • Re-Wired Group (Bob Moesta, Chris Spiek) – www.jobstobedone.org – Resource page, JTBD radio, JTBD handbook – Udemy Course • Clayton Christensen – HBR articles, milkshake video • Alan Klement, and the Jobs-to-be-done collection that he curates on Medium • 37 Signals Team (Ryan Singer in particular) • Intercom.io Team (Des Traynor in particular) • Photos belong to their respective copyright owners
  23. 23. About Pandith Jantakahalli Blog: https://medium.com/@jppandith Twitter: jppandith Email: jppandith at gmail.com