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Jobs to be Done Interview Technique
The document discusses the Jobs To Be Done (JTBD) interview technique, emphasizing that customers hire products based on the jobs they need to accomplish rather than their personal attributes. It provides an overview of the framework, including tools, interview tips, and resources to effectively conduct JTBD interviews. The goal is to improve marketing messaging, understand customer intentions, and guide product development decisions.
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Jobs to be Done Interview Technique
- 1. Jobs to BeDone Interview Technique Stephen Deckrow Product Manager Ready Talk @steve_d Jason Hall COO GetBinocs.com @hall_jason
- 2. Contents & Agenda FrameworkOverview Interview Tools Example Interview Resources
- 3. What is JTBD? JTBDis a framework that helps you understand why people hire/fire products and services.
- 4. Customers don’t buyproducts because of the type of person they are, but because they have a job to do.
- 5. Do you likepizza or do you like steak?
- 6. “It depends onthe situation.”
- 7. ● Early-forties ● SubaruOutback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
- 8. Where is Janegoing for dinner?
- 9. “It depends onthe situation.” JTBD looks for why someone hires a product or service to fulfill a job
- 10. “It depends onthe situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
- 11. Jobs Don’t ChangeMuch ... The Solution We Hire Does
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- 13. Marketing Better messaging Customer context Usebetter words intercom.io
- 14. Product Which Features toBuild Which Features to Improve Which Features to Kill
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- 16. The JTBD Interview 30-45minutes in length Tools: Forces Diagram Timeline
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- 18. if ( Push+ Pull )
- 19. is greater than( Anxiety + Allegiance )
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- 23. Timeline Source: Alan Klementvia https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
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- 27. Tips & Tricks Low-stakes,early research (even if not true!) Documentary metaphor Search for the emotional energy Level-up Retell it wrong on purpose to prompt more detail
- 28. Resources http://www.jobstobedone.org - BobMoesta & Chris Spiek Mastering Jobs to Be Done Interviews on Udemy https://github.com/brianrhea/awesome-jtbd (pull requests welcome!) http://jtbd.info - quick primer on the JTBD framework Switch workshops - periodically held by The Rewired Group Stephen Deckrow - @steve_d Jason Hall - @hall_jason - getbinocs.com Get out there and start doing interviews!
Editor's Notes
- #2 Jason
- #3 Jason We want participation! We’ll ask someone to come up to be interviewed; so if you’ve purchased something > $100 for the first time in the last 2-3 months, you’d be perfect and we would all get a chance to learn.
- #4 Jason Associated with the Institute for Disruptive Innovation at HBS - Clay Christensen who wrote Innovator’s Dilemma + Innovator’s Solution and coined “disruptive innovation”. New book coming out in October → Competing Against Luck. Not about understanding customers but understanding the jobs they want to do.
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- #12 Jason These two groups, their demographic attributes, their personas have very little overlap – other than that perhaps they’re human beings and literate. Very different personas. Same job. “I have a boring commute. I’d like to find something interesting or entertaining to keep my mind occupied while going from Point A to Point B.”
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- #14 Jason Experiences: Mocavo - signup flow: helped us to reduce hidden complexities around initial purpose (journey mapping) Mocavo - better onboarding: changed the onboarding email text to highlight two of the main jobs that people hire our product to do Craftsy - JTBD round as started new job; built empathy with customers very quickly (though we had internal research team so wasn’t my job to continue doing it)
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- #27 Jason Someone who purchased something >$100 in the last 2-3 months, never purchased something like this before
- #28 Jason - motivations can be FUNCTIONAL, SOCIAL, and EMOTIONAL
- #29 Jason