1.
Applying Jobs-to-be-done
to UX Strategy
Jim Kalbach
Sept 2014

2.
@JimKalbach
Principal UX Designer Citrix
LIS DegreeRutgers University
#jtbd

3.
The job, not the customer,
is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.
CLAYTONCHRISTENSENet al.
“Marketing Malpracitce,“ HBR2005

4.
JTBD
1.Understand users
2.Map JTBD
3.Identify opportunities
4.Align efforts

5.
1. Understand Users
39 interviews/observations
68 hours ofaudio
1,488 pages of text
793,281 words
1,716 descretetasks

6.
Indi Young, Mental Models. Rosenfeld Media, 2008.
A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy.
2. MapJTBD

7.
Find photos
on computer
Upload
photos to edit
online
Find photos
uploaded
from phone
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos
on the go
Look in
organized file
structure
Dig through
unorganized
photos
File Transfer Search
Mobile App
Goal Space Find Photos
Tower
Tasks
Support

8.
Tasks, towers, goals
=
JTBD
Support
Features
Products
Services
2. MapJTBD

9.
Map Future Concepts

10.
3. IdentifyOpportunites
TONYULWICK

11.
Satisfaction
Importance

12.
Minimize my effort to find photos on my computer
Desired Outcomes Statements
Minimize
Reduce
Maximize
Increase
Time
Access
Ability
Effort
Direction
Unit
Qualifier or action

13.
Minimize my effort to find photos on my computer
1 2 3 4 5 6 7 8 9 10
Very low
Very high
A. How important is this to you?
B. How well is this currently being satisfied?
Desired Outcomes Survey

14.
Calculate Opportunity Scores
9
Importance
3
Satisfaction
Satisfaction Gap
6
Importance + Satisfaction Gap = Opportunity score
9 +6 = 15

15.
Do 1st
Do 2nd
4. Align Efforts
Do last

16.
“It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.”
PRODUCTLEAD

17.
a. Concepts
b. Messaging
c. Differentiators
Outcomes

18.
a. Concepts
Desired Outcomes as heuristics: does the concept help or hurt?

19.
b. Messaging
Shift language to reflect JTBD
BEFORE
Our automated photo indexing is the best in the industry
AFTER
Find photos on your computer with less effort thanks to our smart indexing

20.
c. Differentiators
Performance
JTBD
Us
Them 1
Them 2

21.
“The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.”
Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007
SCOTTCOOK
FounderofIntuit

22.
[On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met.
The End ofCompetitiveAdvantage, 2013
RITAGUNTHERMCGRATH

23.
JTBD
1.Understand users
2.Map JTBD
3.Identify opportunities
4.Align efforts
5.Redefinemarkets

24.
Danke schön
@JimKalbach