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Jobs To Be Done, what a BA needs to know

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Jobs to Be Done framework in a gist, for the understanding of the Business Analysts.

Veröffentlicht in: Leadership & Management
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Jobs To Be Done, what a BA needs to know

  1. 1. What a BA needs to know
  2. 2. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
  3. 3. Your Client Wants This
  4. 4. What is the first step in SDLC? Requirements? OKAY.
  5. 5. WHAT? This is what we ask our customers
  6. 6. Let’s ask them… WHAT? do you want in your car Better acceleration More precise handling Increased space Larger storage capacity
  7. 7. Better acceleration Increased space More precise handling Larger storage capacity Needs These are your requirements
  8. 8. Competition to your Needs? Your Car Some other Car
  9. 9. WHY? should This is what we ask our customers
  10. 10. Let’s ask them… WHY? do you want them in your car Express myself Park in tight spaces Show my ecological sense Have fun
  11. 11. Express myself Show my ecological sense These are your requirements Jobs Park in tight spaces Have fun
  12. 12. Competition to your Jobs? Your Car Some other Car Like this Fashion A scooter
  13. 13. WHATnext?
  14. 14. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value
  15. 15. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value What are people trying to get regardless of what they are currently buying done?
  16. 16. JTBD Framework 1. Ignore your pre-conceived notions
  17. 17. JTBD Framework 2. Probe on needs, seek a bike because it leads to me reaching my destination attitudes, and circumstances seek this bike seek the bike because because I need to travel this road It expresses my style
  18. 18. JTBD Framework 3. Keep asking “why”?
  19. 19. JTBD Framework 4. Break down the occasion into sub-occasions
  20. 20. JTBD Framework 5. Pinpoint what drives demand
  21. 21. JTBD Framework 6. Think through all the stakeholders
  22. 22. JTBD Framework 7. Evaluate what causes each stakeholder to act
  23. 23. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value 1. Ignore your pre-conceived notions 2. Probe on needs, attitudes, and circumstances 3. Keep asking “why”? 4. Break down the occasion into sub-occasions 5. Pinpoint what drives demand 6. Think through all the stakeholders 7. Evaluate what causes each stakeholder to act
  24. 24. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value What do people do today? What are the pain points?
  25. 25. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value What is the “real” competition? The competition to do the jobs
  26. 26. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value What is the criteria of success? How can you measure success?
  27. 27. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value What hinders the adoption of the What we must avoid? solution? What could prevent accomplishment of jobs and success? What could prevent purchase?
  28. 28. JTBD Framework Jobs Pain Points Competition Criteria Obstacles Value How much money is at stake? Feasibility of implementing the solution
  29. 29. Conclusion 1. Probe deeply into the underlying jobs – Don’t focus on how an existing product can be adjusted – Keep asking “why?” 2. Understand current approaches and drivers – Explore why they use what they currently use – What are the existing pain points? – What are they unwilling to give up? – What tradeoffs are they willing to make? 3. Know how success will be measured – What obstacles will keep them from being satisfied? 4. JTBD will be limited if you’re not talking to the right people – Who will be using the new products / services? – Who will be the heaviest users?

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