Service Design Drinks Warsaw #1 / Uncovering the job your service is hired for

Uncovering the jobs your service is hired for

Service Design Drinks Warsaw #1 March 30, 2016 • Hannes Jentsch & Martin Jordan

People are n t interested in the service you are designing.

B E L I E F

They are only interest d in whatit does for them – or which jobit helps them to get d ne.

B E L I E F

“ People don’t want to buya quarter-inch drill.They want a quarter-inch hole!

”

Q U OT E

— T H E O D O R E L E V I T T, American Economist

Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure

P O I N T O F V I E W

Customer jobs, hired solutions

S O L U T I O N S • toothpaste and toothbrush • chewing gum • professional tooth cleaning

J O B S • having a fresh breath • feeling fresh • preventing caries

Source: Icons by Ed Harrison, Alex Auda Samora from The Noun Project

B AC KG R O U N D

Service, Innovation, Design

M A R T I N J O R D A N , Experience design, HERE/Nokia

@Martin_Jordan

Cabinet OfficeGovernment Digital Service

B AC KG R O U N D

Product, Innovation, Design

H A N N E S J E N T S C H , Design & Innovation Consultant, Freelance

@Kaffeetrinken

E X P E R T I S E

Articles

E X P E R T I S E

Articles

E X P E R T I S E

Meetups

E X P E R T I S E

Education

Customer Job

Service Solution

P O I N T O F V I E W

Orientating in unfamiliar

area

Using mapping service

P O I N T O F V I E W

Getting to appointment

in timeTaking a taxi

Source: Pexels

Rewarding for a tough day at work

Getting dinner

delivered

Source: Pexels

Emotional / personal jobs

Functional jobs

Social jobs

Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.

P E R S P E C T I V E

Kinds of jobs

P E R S P E C T I V E

Job: Listening to music

Compact Disc

Jobs are solution-agnostic and remain valid over long time

Spotify Streaming

Vinyl record

Private concert

iTunes MP3

THEN NOW

B E G I N N I N G S

Origin story

Jobs of the milkshake by Clayton Christensen

Jobs of Snickers vs. Milkyway by Bob Moesta

Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure

B E G I N N I N G S

Origin story

B E L I E F

Jobs-to-be-Done is a …

Framework for developing & communicating products and services

Set of tools and methods for almost every part of the service development process

Mindset for understanding human behaviour, and why people switch from one offering to another

“ Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.

”

Q U OT E

— C L AY T O N C H R I S T E N S E N , Professor for Management

Source: http://www.christenseninstitute.org/

A P P L I C AT I O N

JTDB in Service Dev Process

DISCOVER DEFINE DEVELOP DELIVER

Prob

lem

Def

init

ion

Prob

lem

Solu

tion

Source: British Design Council, 2005

A P P L I C AT I O N

JTDB in Service Dev Process

Personas & Job Executers

Contexts of Jobs

Driving Forces

Desired Outcomes

Consider- ation Set

Retrospective Interviews

A P P L I C AT I O N

Retrospective interviews

WHAT ‣Qualitative research method, based on interviews around

customers’ timeline leading up to a purchase

WHY ‣Way to uncover the ‘jobs’ people are trying to get done,

events & forces that lead them to ‘hire’ a specific solution; also ‘stated preferences’ are often different from ‘revealed preferences’

A P P L I C AT I O N

Retrospective interviews

HOW ‣Interview going backwards in time, looking out for key

events leading to purchase of a product or service

First thought

Event 1

BUY

Event 2

Passive looking

Active looking

Deciding Using

Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.

A P P L I C AT I O N

Driving forces

Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany.

WHAT ‣Mapping what pushes people to and what pulls them away

from a certain offering

WHY ‣Understanding how forces get stronger or weaker over

time, knowing what to address in dev and communication

HOW ‣Looking out for hints in retrospective interview

PUSH PULL

HABIT ANXIETY

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Business as usual

New behaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

A P P L I C AT I O N

Driving forces

WEAK SIGNAL BETTER PRICE

KEEP NUMBER?DIRECT WITHDRAWAL

FORCES PROMOTING A NEW CHOICE

FORCES BLOCKING CHANGE

Business as usual

New behaviour

Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.

A P P L I C AT I O N

Driving forces

A P P L I C AT I O N

Consideration Set

WHAT ‣Understanding competition in the users’ mind and their

particular qualities

WHY ‣Capturing what the real markets and competitive arena

are, uncover hidden competition

HOW ‣Looking out for current solutions, hacks and alternatives

during interviews, observations and other research

A P P L I C AT I O N

Consideration SetMilkshakeJob: consume something now that will stave off hunger until noon

VS

Snickers Banana Bagel

A P P L I C AT I O N

Desired Outcomes

WHAT ‣Set of metrics that define how people want to get the job

done and what it means to get the job done perfectly

WHY ‣People intuitively judge a service based on hundreds of

expectations & criteria, which they use to determine an offering’s value to them

HOW ‣Synthesising from research, phrased in consistent format

A P P L I C AT I O N

Desired Outcomes

Customer Job

Service Solution

Desired Out-

comes

FOR EXAMPLE ‣Increase usability of breakfast while driving car w/ 1 hand ‣Increase likelihood of making commute time entertaining ‣Minimise effort of food preparation or its pick-up time ‣Minimise hunger after arrival at office & before lunch ‣Minimise likelihood of making work cloth dirty while eating

A P P L I C AT I O N

Personas & Job Executers

WHAT ‣Segment customer groups according to ‘job executors’

WHY ‣Statements-of-fact, preferences, and demographics

frequently serve as distracting barriers

HOW ‣Describe the qualifiers more explicitly in terms of the

underlying thinking, jobs-to-be-done

A P P L I C AT I O N

Personas & Job Executers

Peter, 25 Barista’s jobs

Betti, 31 Store manager’s jobs‣Manage suppliers ‣Manage cashflow ‣Recruit good staff ‣Plan marketing activities ‣Ensure stock is full

‣Brew and serve coffee ‣Keeping counter clean ‣Keep cash box in order ‣Count tips correctly ‣Ensure stock is full

Example: Redesigning employee experience for coffee shop

A P P L I C AT I O N

Context of Jobs

WHAT ‣Understanding the situational circumstances of people that

limit their capabilities and resources

WHY ‣Being able to adapt service offering to people’s

surroundings in regards of time, space & cognition

HOW ‣Capturing contexts during all kinds of research activities

+ + + + +

Situation

Monday

Morning

RainAlarm

didn’t

ring

Usually

gone

at tha

t tim

e

Car in re

pair

The better you can define the situation, the better you can design the solution against

A P P L I C AT I O N

Context of Jobs

When

Wh

ere

Who

How

Wh

at

season month weekday

daytime

occasion

location

type

category

attrib. profile/mode

social

device

mot

ion

use

r act

.

r

outin

e

traffi

c

face

book

c

ollec.

weather

Routinely used route

Routinely visited place

First time visit

Unknown area

Known area

…Historical traffic around location

Congestion/incidents on route

Congestion/incidents around loc.

…Visited by friends

Visited by me

Popular on facebook

Liked by friends

Liked by me

…In popular collection

In my friends collection

In my collection…

FreezingCool

Mild

Warm

HotNight

DayStorm

ySnow

yRainy

FoggyCloudy

Clear W

et seasonD

ry seasonW

interAutum

n

Summ

er

Spring

Janu

ary

Febr

uary

Mar

chAp

rilM

ayJu

neJu

lyAu

gust

Sept

embe

rO

ctob

erNo

vem

ber

Dece

mbe

r

Mon

day

Tues

day

Wedne

sday

Thur

sday

Frida

ySa

turd

ay

Sunday

Morning

Noon

Afternoon

Evening

Night

Sunrise

Sunset

…

At a planned appointment

Appointment scheduled in x hours

Leaving

In transit

Arriving

Early in month

Late in month (f.ex salary)

Commute

Travel

…

OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X

Distance to destinationDistance to POI…

On streetIn buildingIn/at venue In parkOn mountainOn water

…

Airport

Department store

HotelCafe

RestaurantATM

Leisure

PT stationSightMall

Parking space

Junction

Highway…

Price range

Opening hours

Available parking…

…Com

mut

er

City

Dw

elle

r

Trav

eler

Age

30-3

9

Age

18-2

9

Age

< 18

Mal

e

Fem

ale

…With

ano

nym

ous

crow

d

With

kno

wn p

eopl

e

Alon

e

…Ro

aming

activ

e

Via 3G

etc

Via B

lueto

oth

Via W

iFi

Deskto

p

TabletPhone

…Asce

nding/descending

Trajecto

ry/bearing/direction

Driving WalkingStill

…Using app since 1d/1w/1m

Calculated a route to/from

ReviewedShared to/byCollected

Searched for

…Routine follow up action when x Situation

TO O L S & M E T H O D S

Context of Jobs

A P P L I C AT I O N

JTDB in Service Dev Process

DISCOVER DEFINE DEVELOP DELIVER

Prob

lem

Def

init

ion

Prob

lem

Solu

tion

Source: British Design Council, 2005

VA L U E

JTDB lens for Service Design

Helps you to generate new customer insights to redefine markets

Allows you to define compelling customer value propositions & develop new services

Enables you to tell convincing sales stories, communicate and market service offerings

R E A D I N G R E C O M M E N DAT I O N S

What Customers Want Using Outcome-driven Innovation to Create Breakthrough Products and Services —Anthony W. Ulwick

The Innovator's Toolkit 50+ Techniques for Predictable and Sustainable Organic Growth —David Silverstein & Philip Samuel

The Jobs-to-be-Done Handbook Practical techniques for improving your application of Jobs-to-be-Done —Chris Spiek & Bob Moesta

Exercise

1 5 M I N

A P P L I C AT I O N

Exercise, part 1

What item above 400 zloty (100 euro) did you buy recently? Discuss with your neighbour what jobs this item is doing for you.

What other solutions did you consider?

A P P L I C AT I O N

Exercise, part 2

Note the jobs fromyour discussion andadd following details

S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6

Uncovering the jobs your service is hired forExercise

What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?

Note the jobs from your discussion and add following details:

Functional job______________________________________

Personal / emotional job______________________________________

Social job______________________________________

Hired solution______________________________________

Short description of the situational context(when, where, who, what)____________________________________________________________________________

Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________

Considered options______________________________________

S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6

Uncovering the jobs your service is hired forExercise

What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?

Note the jobs from your discussion and add following details:

Functional job______________________________________

Personal / emotional job______________________________________

Social job______________________________________

Hired solution______________________________________

Short description of the situational context(when, where, who, what)____________________________________________________________________________

Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________

Considered options______________________________________

Getting to London

Being relaxed, not having to worry

Appreciating my friends’ travel recommendations

S E R V I C E D E S I G N D R I N K S W A R S A W • M A R C H 3 0 , 2 0 1 6

Uncovering the jobs your service is hired forExercise

What item above 400 zloty (100 euro) did you buy recently?Discuss with your neighbour what jobs this item is doing for you. What other solutions did you consider?

Note the jobs from your discussion and add following details:

Functional job______________________________________

Personal / emotional job______________________________________

Social job______________________________________

Hired solution______________________________________

Short description of the situational context(when, where, who, what)____________________________________________________________________________

Desired outcomes (rate importance, and satisfaction)__________________________________________________________________________________________________________________

Considered options______________________________________

Getting to London

Being relaxed, not having to worry

Appreciating my friends’ travel recommendations

Flight with British Airways

Moving from Berlin to London with lots of baggage on short notice

Minimise stress with heavy baggage Minimise length of journey to city centre Increase comfort during journey, incl. seat space …

Lufthansa, Eurowings, Air Berlin, Ryanair

Share with all of us (2 pairs)

Phase 1

Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint

Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7

Phase 5 (Simplified example)

C O N T E X TWoke up too late that morning

TO U C H P O I N TUrban navigation app

WA N T E D O U T C O M EDiscovering the best option to get to work fast

U N WA N T E D O U T C O M EWasting more time with searching for options

F U N C T I O N A L J O BFinding the fastest way to get to work

E M O T I O N A L J O BRegaining control of the situation

S O C I A L J O BLetting my colleagues know when I will arrive at work

Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany

A P P L I C AT I O N

Customer Job Map

A P P L I C AT I O N

Customer Job Map

WHAT ‣Expanding customer journey maps with jobs-in-context

descriptions, wanted and unwanted outcomes

WHY ‣Clarify motivations in specific situations while customers

try to get a certain job done

HOW ‣Mapping key moments identified during retrospective

interviews & contextual research

A P P L I C AT I O N

Customer Job Map

R E C O M M E N DAT I O N S

Address progress-blocking forces, foster forces that promote progress

Embrace JTBD language across silos to reduce

friction & improve knowledge flow

Understand your customers’ desired

outcomes

Don’t talk about features, but how

your offering helps getting jobs done

Questions, please!

Continue the conversation

› jobs-to-be-done.slack.com

› fb.com/jtbd.eu

N E X T

Join us in Berlin

Check for upcoming events:http://www.meetup.com/berlin-jobs-to-be-done-meetup/ http://www.fb.com/servicedesignberlin/events

#JTDB Meetup

ServiceDesignBerlinDrinks