From Netflix to Drill Bits: Getting started with #JTBD

From Netflix to Drill Bits: Getting started with #JTBDJamie Sunderland ! 9th May 2016 Jobs-to-be-done Glasgow Meetup #1

People buy products to get

jobs done in their lives.

TodayWhen do I struggle?

ProductWhy should I buy?

Situations

Motivations

Desirable Outcomes

FutureWhere do I progress?

Personas?

Mon

Sat

What is the job to be done?

Youtube: Lynx Advert

Too wet Too strong

Job: “I need to freshen my shirt now.”

This works

Read more about this here >

Methods of analysis

1. Observe your current customers

2. Study your potential customers

3. Watch for compensating behaviours

4. Ask why multiple times and listen

Why

When

First thoughtPassively looking - Tell me about when you first thought about it?

Customer interviews

Customer interviews

Event oneActively looking - Tell me about when you started looking at options?

Customer interviews

Event twoMaking a decision - Tell me about when you made the choice?

Customer interviews

PurchasePurchasing the product - Tell me about when you bought it?

Customer interviews

EvaluationLooking back - Tell me about how you feel now, is it what you expected?

Customer interviews

TimelineWhere are the struggles to make progress?

Case study mattress JTBD interview here >

When I’m furnishing my home

I want to add colour to my interior

so I can look like I understand style

Motivation

Situation

Expected Outcome

More on job stories/statements here >

Apple advert example here >

Messaging

More reading

> Intercom on Jobs-to-be-done

> Value proposition design

> What customers want

> Integrating around the job

> Jobs-to-be-done handbook

Where are your struggles in product development?