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Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
The document discusses the concept of 'jobs-to-be-done' (JTBD) as a critical framework for designing user experiences, emphasizing the distinction between understanding customer needs and merely improving products. It outlines methods for identifying, prioritizing, and mapping these jobs to enhance customer satisfaction and drive innovation. Additionally, it suggests using customer experience maps to visualize the steps customers take to complete their jobs and identify pain points and opportunities for improvement.
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Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
- 1. Neil Turner www.uxforthemasses.com @neilturnerux Using jobs-to-be-done todesign better user experiences
- 2. UX lead atAstraZeneca
- 3. 3 quite interestingthings about me…
- 4.
- 5. 2. Pupil atNelson’s school
- 6.
- 7. • What arejobs-to-be-done? • Why are they so important? • How to identify them • How to prioritise them • How to capture and map them • How best to utilise them • Where to find out more WHAT WILL WE COVER?
- 8. How many productsand services do you use?
- 9. “We hire products todo things for us” Clayton Christensen Harvard Business School Professor & Disruptive Innovation Expert
- 10. “People don’t want tobuy a quarter-inch drill. They want a quarter-inch hole.” Theodore Levitt Economist and Harvard Business School Professor
- 11. “A job-to-be-done isnot a product, service, or a specific solution; it's the higher purpose for which customers buy products, services, and solutions.” The Innovator’s Toolkit David Silverstein, Dr. Phil Samuel, Neil DeCarlo
- 12.
- 13. JOBS-TO-BE-DONE • Are relativelyuniversal • Don’t substantially change over time • Are solution agnostic
- 15. Job = Listento music
- 16. Job = Avoidawkward silences with background music
- 18. Job = Distractfrom the pain
- 20. Job = Listento the latest bangers
- 22. Job = Discoverhidden gems
- 24. Job = Avoidboredom
- 27. “Jobs-to-be-done helps youto focus on what really matters, rather than trying to add on cool features that muddle the customer experience and make the product less compelling.” Jobs to be Done: A Roadmap for Customer-Centered Innovation David Farber, Jessica Wattman, and Stephen Wunker
- 28. “If you understand thejob, how to improve it becomes obvious” Clayton Christensen Harvard Business School Professor & Disruptive Innovation Expert
- 29. Audio books onSpotify?
- 30.
- 31. MAIN JOB RELATEDJOBS Relieve boredom Choose music Listen to music
- 32.
- 33. • What jobsdo people struggle with? • Where are products and services not being used? • What work-arounds do you see? • What jobs do people want to avoid? • What surprising uses have people found for existing products and services? IDENTIFYING JOBS-TO-BE-DONE
- 34. JOB STORIES Situation NeedGoal When… I want to… So… Travelling in the car Keep myself and passengers entertained No one gets bored
- 35. • Uncover jobs-to-be-done •Focus on poorly satisfied jobs • Structure as job stories • Switch between interviewer & interviewee CARRY OUT A JOBS-TO-BE-DONE INTERVIEW
- 36.
- 37. So many jobs-to-doto choose from…
- 38. High importance Low satisfaction = High opportunity Satisfactionwithcurrentsolution Importanceof job High importance High satisfaction = Potential for disruption Low importance High satisfaction = Very limited opportunity Low importance Low satisfaction = Limited opportunity Prioritising jobs-to-be-done
- 39. High importance Low satisfaction = High opportunity Satisfactionwithcurrentsolution Importanceof job High importance High satisfaction = Potential for disruption Low importance High satisfaction = Very limited opportunity Low importance Low satisfaction = Limited opportunity
- 40. • Prioritise jobs-to-be-donefrom the user interview • Think about importance vs satisfaction PRIORITISE JOBS-TO-BE-DONE
- 41.
- 42. JOB STORIES Situation NeedGoal When… I want to… So… Travelling in the car Keep myself and passengers entertained No one gets bored
- 43.
- 44. JOB-TO-BE-DONE MAP CUSTOMEREXPERIENCE MAP Captures what the customer is trying to get done (i.e. the jobs) independent of the solution Captures what the customer does and their experience using products & services along the way
- 45. 1. Define 2. Locate 3.Prepare 4. Confirm 5. Execute 6. Monitor 7. Modify 8. Conclude JOB STEPS Source: Customer-Centered Innovation Map By Ulwick and Bettencourt Harvard Business Review
- 46. SIMPLIFIED JOB STEPS 1.Plan 2. Prepare 3. Execute 4. Monitor 5. Conclude
- 47. FOR A JOB-TO-BE-DONE •Jobs for each step • Success criteria • Functional, Emotional, Social • Possible solutions • Pain points • Opportunities
- 48. Jobs Related jobs-to-be-done toachieve the main job
- 49. SUCCESS CRITERIA • Functionalcriteria • Emotional criteria • Social criteria
- 50. Functional criteria Practical &objective criteria for possible solutions
- 51. Emotional criteria Subjective criteriarelated to feelings & emotions
- 52. Social criteria How thecustomer believes he or she will be perceived by others while using a possible solution
- 53. Possible solutions Solutions forconsideration against criteria
- 54. Pain Points Frustrations andpain points for current solutions
- 55. Opportunities Opportunities to bettercomplete the job-to-be-done
- 56.
- 57.
- 58. 6 STEPS TOUTILISING JTBD 1. Identify jobs-to-be-done 2. Prioritise to identify best opportunities 3. Observe how people solve the problem & interview to identify success criteria 4. Map and identify related jobs 5. Identify opportunities e.g. new solutions 6. Devise experiments to test opportunities
- 59. JOB STORIES Situation NeedGoal When… I want to… So… Travelling in the car Keep myself and passengers entertained On one gets bored
- 61. “Personas are a collectionof attributes. They don’t explain causality” Clayton Christensen Harvard Business School Professor & Disruptive Innovation Expert
- 62. Jeff Gothelf Author ofLean UX and Sense & Respond “Jobs To Be Done is a valuable exercise for product and service teams. Persona creation and validation is equally as valuable. Together, they make for a combined activity that paints a clear picture of who is using our product and what they’re trying to achieve. There’s no reason for them to be in conflict.”
- 63. JTBD Personas Context PO Rationale P P Motivations P P Empathy O P
- 64. Adding to personas Jobsto be done • Lorem ipsum dolor sit amet • Vix malis elaboraret • Id quo natum labores corpora Success criteria • Ei eam eros imperdiet tincidunt • Soleat quaerendum eam ea • Ex eos nisl erant tantas Source: www.keepitusable.com
- 65. JOBS TO BEDONE (for each stage) Adding to customer experience maps
- 66. Evaluating existing products& services Importance of jobs to user Satisfaction with solution provided by product or service High Low
- 67. Find out evenmore about jobs-to-be-done
- 68.
- 70.
- 71.
Editor's Notes
- #3 I think it’s always useful to know a little bit about your presenter Currently working in Cambridge for AstraZeneca A global pharmaceutical and life sciences company
- #4 Here are 3 quite interesting things about me
- #5 And identical twin I’m the one of the right (in the red)
- #6 If Nelson hadn’t been born in the 18th century, we might have been class mates Both attended Paston college in Norfolk
- #7 And long suffering Norwich City fan This is not only the most stylish football shirt every designed Also the majestic night when Norwich beat the mighty Bayern Munich at the Olympic stadium Nearly 25 years ago now
- #8 Will be some exercises along the way
- #9 Think about how many different products and services you use
- #10 Why do we use products and services? Primarily to do things for us, we have a job to be done…
- #11 The product or service we hire is a means to an end
- #12 Jobs-to-be-done framework has been around since the 1990s Made popular by Clayton Christensen - Harvard Business School Professor & Disruptive Innovation Expert
- #13 Jobs to be done that are true from person to person, and place to place Listening to music is pretty universal, as is avoiding boredom So why are jobs to be done so important?
- #14 Jobs to be done that are true from person to person, and place to place Listening to music is pretty universal, as is avoiding boredom So why are jobs to be done so important?
- #15 Let’s look at an example Hands up who uses Spotify? Why do you use Spotify?
- #16 Spotify targets a number of different jobs to be done First and foremost it allows users to listen to music
- #17 But Spotify also consider other jobs to be done For example, background music
- #19 A workout is always better with music
- #20 I particularly like the 80s Workout
- #21 Listen to the best new music
- #24 I’m slightly put out that Spotify has recommended a Busted track…
- #25 Will often listen to music, radio or Podcasts whilst driving, or doing other chores
- #26 Spotify has this covered as well…
- #27 So Spotify is competing with other services to fulfil these jobs Competitors not just other streaming services Radio, YouTube and music websites
- #28 Helps you focus on what’s really important – what the user has hired the product or service for
- #29 As you’ll see can inform what to improve – what’s important to users
- #30 For example, can see that Spotify could consider adding audio books to Spotify Help to fulfil job of avoiding boredom
- #31 So you now know what jobs-to-be done are and whey they’re important But how do you identify the user’s jobs to be done
- #32 It’s worth considering there are main jobs and related jobs Main job-to-be-done and related smaller jobs Identify not just main jobs, but related jobs as well
- #33 Best way to do this is through interviewing and observing users Hands up who has spent time observing people as they go about their tasks?
- #34 Some questions to consider Frustrations, work arounds or non use are usually an indication of poorly satisfied jobs to be done
- #35 A great way to capture jobs-to-be-done identified is using job stories These include the situation, the user’s need and their goal
- #36 You now have the opportunity to carry out your own jobs-to-be-done interview Partner up with someone identify some poorly satisfied jobs-to-be-one Will be provided with handout and job stories template Will have 15 mins to capture some jobs-to-be-done
- #37 We’ve looked at what jobs-to-be-done are and why they’re important Have identified some jobs-to-be-done Will now learn how to capture the details
- #38 Will identify a lot of jobs-to-do that could be improved Which one to focus on?
- #39 A great way to identify jobs-to-be-done to focus on is to look at importance of job vs satisfaction with current solution By looking at importance of a job to a user, verses their satisfaction with current solution can identify opportunities to really improve things
- #40 Obviously high importance jobs with low satisfaction provide the best opportunity For importance, high satisfaction jobs will need to consider disrupting the current norm, think Netflix, Uber and Spotify
- #41 I’d like you to map some or all of the job stories you identified during the earlier interviews Think about importance of the job vs satisfaction with current solution
- #42 We’ve looked at what jobs-to-be-done are and why they’re important Have identified some jobs-to-be-done Will now learn how to capture the details
- #43 Already seen that job stories are a good way to communicate jobs-to-be-done But what about the details of the job-to-be-done?
- #44 Customer experience map commonly used to capture details for a customer’s experience Shows what the customer does and their experience using products or services along the way Can do the same for a job-to-be-done by creating a job-to-be-done map
- #45 Unlike a customer experience map, job-to-be-done map outlines what the customer is try to get done Will be independent of the solution
- #46 Can break down a job-to-be-done into steps Ulwick and Bettencout suggest 8 steps Starting with defining the job-to-be-done Finishing with concluding the job-to-be-done
- #47 8 is a lot of steps to walkthrough, so I’d suggest simplifying to just 5 steps 1. Planning – Determining goals & objectives and planning the approach 2. Prepare – Locating and preparing the inputs to do the job, setting up the environment 3. Execute – Carrying out the job 4. Monitor & Modify – Monitoring how the job is going & whether it’s being successfully executed or not 5. Conclude – Finishing the job & preparing to repeat it
- #48 For a job-to-be-done break down into steps and define related jobs for each step Identify success criteria – Criteria user uses to assess potential solutions Capture possible solutions Capture pain points and frustrations with current solutions Opportunities to better complete job-to-be-done
- #49 Jobs for each step Related jobs-to-be-done for each step Smaller jobs along the way
- #50 Identify success criteria – Criteria user uses to assess potential solutions Functional, Emotional and Social criteria Generally in that order of importance, but might be some criteria more important than others
- #51 Practical and objective criteria Does it get the job done? Is it in budget? On time? Does it tick the functional boxes?
- #52 Criteria related to feelings and emotions Does it feel right? Is it a pleasurable solution? Might not be practical, but might not care so much if it feels right
- #53 Social criteria – How will customer be perceived by others? How will it make me look? How socially acceptable a solution is it?
- #54 What are the different ways that the user can complete the job-to-be-done? For example for getting someone could drive, take taxi, bike, bus, walk, Uber etc…
- #55 What are the frustrations and pain points for current solutions? Why are current solutions sub-optimal? As we saw before, work arounds and non-use will indicate pain points
- #56 What opportunities exist to better complete the job-to-be-done Can be opportunities to improve existing solutions, or even completely new solutions
- #57 A job map captures all this information for a job-to-be-done You’ll now have the opportunity to create a job-to-be-done map for one of the identified jobs-to-be-done Work in your pairs, and first identify the jobs at each step, before looking at success criteria, possible solutions, pain points and opportunities
- #58 So we’ve look at what jobs-to-be-done are, why they’re important and how to identify, capture and map them Now we’re going to look at how you can utilise jobs-to-be-done
- #60 Jobs stories
- #61 Hands up if you use personas Personas have become a bit like Marmite – either love or hate them Of course it’s easy to create a bull shit persona, and I’ve seen plenty over the years
- #62 Some people will tell you that personas are useless as they don’t tell you anything about motivations and why users behave they do I’m personally a fan of personas, but primarily for the work that goes into creating personas, rather than the finished output
- #63 I agree with Jeff Gothelf – personas and jobs-to-be-done are not in conflict, but actually work well together
- #64 Jobs-to-be-done, and job stories can provide more context Both can provide information about rationale and motivations Importantly personas are useful for building empathy – especially useful for those new to user-centred design You don’t get that with jobs to be done
- #65 Can add jobs-to-be-done and success criteria to personas Of course the two can still exist on their own
- #66 Can add jobs to steps of customer experience map What users are trying to get done at each step Then what they actually do
- #67 Can identify opportunities to improve products and services by comparing importance of job vs satisfaction For example, using detailed survey or interviews
- #69 Some useful jobs-to-be-done websites to take a look at
- #70 Also some good books out there The last one – When coffee and kale compete by Alan Klement can be downloaded as a PDF for free
- #72 Thank you once again for coming along, I hope that you enjoyed it I’ll upload the slides over the next few days to both my website and to slideshare Any final questions?