Making jobs-to-be-done actionable / Service Design Drinks

Making
jobs-to-be-done
actionable
VO L K S WAG E N 3 rd S PAC E / N O V E M B E R 2 6 , 2 0 1 4
Hannes Jentsch,
Thomas Hütter,
Martin Jordan

Hannes Jentsch Martin JordanThomas Hütter
@kaffeetrinken @Martin_Jordan@tohu_
Hello

How to make jobs-to-be-done actionable?
Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan - 11/2014

G R E AT I D E A
What is job-to-be-done?
A task you would hire a MBA guy for?
H A P PY C U STO M E R S

“The best way to predict the future
is to invent it.”
— A L A N K AY
Co m p u t e r s c i e n t i s t

t i m e
yo u r s e r v i c e
c o m p et i t o r ’ s s e r v i c e
serviceperformance
c u s t o m e r
d e m a n d
T h e I n n ovat o r ’ s D i l e m m a , C l ay C h r i s t e n s e n , 1 9 97
The innovator’s dilemma

u n d e r s t a n d m a ke
What design can do
1 0 1 D e s i g n M et h o d s , V i j ay Ku m a r, 2 0 1 2

re a l
a b s t r ac t
concepts
What design can do
JTBD
why? what?

“What job did you hire that milkshake to do?”
— C L AY C H R I S T E N S E N
P ro fe s s o r o f e c o n o my

Empathise with your users!
Customers don’t buy products or services.
They hire various solutions at various times
to get an array of jobs done.

Airbnb
feel like a local when on travel
!
JTBD: enjoy independent travel
!
≠ travel guide book, google, friends
Snapchat
worry-less sexting
!
JTBD: explore sexuality w/o
bullying
!
≠ whatsapp, skype, love letter
Groupon
deals/ cheaper prices
!
JTBD: get off your couch and do
something
!
≠ bars, cinema, sport
Milkshake
tasty drink/ milkshake
!
JTBD: breakfast and entertainment
during commute
!
≠ bagel, bananas and doughnuts

How do I make this actionable
in service development?

re a l
a b s t r ac t
What design can do
JTBD concepts?

team
briefing
it’s about the

p e r s o n a s
p ro f i l e s
ro l e s
s c e n a r i o s
u s e r j o u r n e y s
e m p a t hy m a p
u s e c a s e s u s e r r e s e a r c h
d at a a n a l y t i c s
c o m p et i t o r a n a l y s i s
i n fo r m at i o n a rc h i t e c t u re
t o p o l o g y m a p
t o p o l o g y m a p
what?

why?
what!

fu n c t i o n a l
re l i a b l e
u s a b l e
m e a n i n g fu l
H i e r a rc hy o f U s e r N e e d s , Aa r r o n Wa l t e r s , 2 0 1 1
o b j e c t i ve
s u b j e c t i ve
The design challenge

“If you can’t explain it simply,
you don’t understand it well enough.”
— A L B E R T E I N ST E I N
S c i e n t i s t

Situation Needs Goal
Job stories

Who
Where
When
What Why
Job stories

causality
anxieties
motivations
intended
outcome
triggering
event
Job stories

when
i am
commuting
to work
by car
to eat something that
lasts until lunch that I can
get fast and eat without
distraction from driving
I want
entertainment while
being stuck in traffic
I want
i am
commuting
to work
by car
when
start my
work without
being
hungry.
so I can
fight my
boredom.
so I can
2 job stories:
Milkshake example
“breakfast and entertainment during commute”

“We frame every design problem in a Job,
focusing on the triggering event or situation,
the motivation and goal, and the intended
outcome.”
— PA U L A DA M S
V P o f P r o d u c t , I n t e r c o m

Context
The context defines what is needed to perform a job
Getting from
home to the office

+ + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Context

Situation
Raining outside
Need
Getting there
in time
Need
Staying
dry
Situation
Hellish hot outside
Goal
Getting to
the office
Goal
Getting to
the office
Need
Not getting
sweaty
Goal-directed task analysis
to investigate needs depending on situation & goals

Job stories
I have to get
to the office
on crazily hot
on a summer
morning
When
to keep dry
instead of
getting sweaty
I want
arrive at the
office in style
So I can

Exercise

EX E R C I S E
Making jobs-to-be-done
actionable
13 min
Write three jobs stories based on the same
job-to-be-done, yet in different contexts:
Situation 1:
Raining cats and dogs
Situation 2:
Small budget end of month
Situation 3:
Little time only

Write it like in the 70s 
Avoid today’s tech speak hinting
on solutions. Use yesterday’s
language instead.

Making jobs-to-be-done actionable
Preparing dinner for guests
Write three jobs stories based on the same job-to-be-done, yet in different contexts:
j o b - t o - b e - d o n e :
situation 1:
Raining cats and dogs
situation 2:
Small budget end of month
situation 3:
Little time only
When
I want
So I can
When
I want
So I can
When
I want
So I can

Tell your
job story

Wrap-up

“Job Stories are great because it makes
you think about motivation and context
and de-emphasizes adding any particular
implementation.”
— A L A N K L E M E N T
P ro d u c t d e s i g n e r

Not a solution or an answer
to your problem, but to clarify
the original problem

• makes us think
• allows synthesises
• provides focus
• simple & sustainable

Benefits
Understand and communicate the design task
Describe a real user’s need in context
Validate scope and design solutions

Reading recommendations
Paul Adams:
‘The
Dribbblisation
Of Design’
Clayton
Christensen:
‘The
Innovator’s
Dilemma’
Alan
Klement:
‘A Jobs-to-
be-Done
primer’

Get in
touch!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
Creative Commons – Attribution (CC BY 3.0)
Icons designed by Juan Garces, Prerak Patel, Alex Garey, Kenneth Von
Alt, Matthew Clarke, Paul Stevensfrom, Ji Sub Jeong, Julien Deveaux,
Stefano Vetere from the Noun Project

Making jobs-to-be-done actionable / Service Design Drinks

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Making jobs-to-be-done actionable / Service Design Drinks