Capturing Contexts

A workshop with jobs-to-be-done tools Service Experience Camp 2015 Andrej Balaz, Hannes Jentsch & Martin Jordan

A service for the very moment

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

@Kaffeertrinken

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

@Martin_Jordan

A N D R E J B A L A Z , Senior Service Designer, IXDS

@Designamyte

P O I N T O F V I E W

Customer jobs & hired solution

S O L U T I O N • toothpaste and toothbrush

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

Ask & listen to your neighbour

2 M I N

E AC H

Which interesting food related service did you start using this year?

What ‘jobs’ is it doing for you?

What did do the job before?

WA R M - U P

Uncovering jobs

Share with all of us

What is the job of wine?

E X A M P L E

Let’s talk aboutsomething pleasant …

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

E X A M P L E

How most wines areorganised in wine stores

E X A M P L E

Organising the retail space around a specific job: making dinner a little better

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

E X A M P L E

Organising the retail space for a second job: expressing appreciation

Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be

Uncovering customer jobs helps understanding their desired outcomes

Finding your real competition,refining the market you are in

Rephrasing the messaging around your offering to match the customers’ mental model & language

E X A M P L E

Take-away

What is Pocket’s context of use?

E X A M P L E

Let’s look at a mobile service

E X A M P L E

Pocket: in the office5 min, end of lunch break

E X A M P L E

Pocket: in the officeFound article, saved for later

E X A M P L E

Pocket: on the go15 mins timeto bridge

E X A M P L E

Pocket: on the goReview articles, choose one

E X A M P L E

Pocket: at homeOn sofa, 45min free time

E X A M P L E

Pocket: at homeDeep read & shared w/ others

Main job of ‘making me a smarter, better human’ carried through various contexts and situations

Limited resources & capabilities in regards of time, space & cognitive capacities

Specific sub-jobs that need a hand-over from one situation to another

E X A M P L E

Take-away

+ + + + +

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

TO O L S & M I N D S E T S

Context for understanding situational needs

Goal-directed task analysis to investigate needs depending on situation and goals

Situation Raining outside

Goal Getting to the office

Need Getting there in time

Need Staying dry

Situation Hellish hot outside

Goal Getting to the office

Need Not getting sweaty

When

Wh

ere

Who

H

ow

Wh

at

season month weekday

daytime

occasion

location

type

category

attrib. profile/mode

social

devic

e

m

otio

n

u

ser a

ct.

rou

tine

tr

affic

fa

cebo

ok

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 I N D S E T S

Retool

Describe a real user’s

need in context

Validate design

solutions

Communicate the design task

TO O L S & M I N D S E T S

Job Stories

Formulate each job into a statement (or job story)

When I want to So I canSituation Need Goal

TO O L S & M I N D S E T S

Job Stories

When I am on my island round trip whereI travel with a lot of stuff in a small backpackand only unreliable connection to the Internet

I want to easily pick photos I took that day andshare them whenever I have the opportunity

So I can I can let my friends and family knowhow I am.

TO O L S & M I N D S E T S

Job Stories

VA L U E

Benefits for all team members

Product owners and managers know what kind of products they are developing and who they are competing with.

Developers know the context of the product and its sprints, can prioritise better and see purpose.

Designers know the context and desired outcomes of the user and can design against these accordingly.

QA engineers know the essential use and test cases, can prioritise better.

“ Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.

”

Q U OT E

— A L A N K L E M E N T, Product designer & engineer

Source: Replacing The User Story With The Job Story, Medium,https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27

How might we create the best dinner food service for urban dwellers in special contexts?

E X E R C I S E

Let’s get hands-on …

Get together in groups of 3, and describe a very specific evening dinner situation.

1 5 M I N

When I want to So I canSituation Need Goal

Write 2 job stories

Share & Reflect: Present

Pitfalls,tips and tricks

Pitfalls

#1

Don’t write storiestoo abstract.

Pitfalls

#2

Don’t formulate storiestoo general.

Pitfalls

#3

Don’t include solutionsinto stories.

Pitfalls

#4

Don’t include more than one context and goal.

Pitfalls

#5

Don’t fantasise ormake your stories up.

Tips & tricks

#1

Think in strugglesrather than outcomes.

Tips & tricks

#2

Write it like in the 70s –avoid mentioning tech.

Tips & tricks

#3

Start with the situation,continue with goal, only thenturn to need. (GDTA)

Tips & tricks

#4

Split stories if find two goalsor more contexts.

Tips & tricks

#5

If you struggle in writing,do further research!

F U R T H E R S T U DY I N G

In ‘The Service Gazette’ #1

Thanks for your interest and for joining!

All infos about the Jobs-to-be-Done Meetup Berlin here: http://meetup.com/Berlin-Jobs-To-Be-Done-Meetup/

And see you at a #JTBD meetup nearby some time soon