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UX Strategy and Jobs To Be Done

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A key to surviving disruption is understanding the tasks customers are trying accomplish: they “hire” products to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth.
Luckily, UX strategists have the skills to analyze customer behavior and correlate this to business opportunity using JTBD theory. This allows us to maximize opportunity by finding jobs that are most important to users, but with which they are least satisfied. Focus on delivering value for those jobs first.
This talk outlines JTBD theory and practice, and shows its relevance to UX strategy. Through examples, I’ll show how to prioritize efforts in a way that has real impact.

Publicada em: Design
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UX Strategy and Jobs To Be Done

  1. 1. UX Strategy & Jobs To Be done Jim Kalbach November 2014
  2. 2. @JimKalbach Principal UX Designer Citrix LIS Degree Rutgers University #jtbd
  3. 3. What is (UX) strategy?
  4. 4. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  5. 5. “Air Sandwich“ At general management’s core is strategy: defining a company’s position, making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
  6. 6. “Air Sandwich“ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them.
  7. 7. Ripple Effect
  8. 8. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  9. 9. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  10. 10. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  11. 11. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  12. 12. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  13. 13. “Air Sandwich“ But these choices beget more choices in the rest of the organization… Each level in the organization has its own strategic choice cascade.
  14. 14. UX Strategy UX strategy helps the business solve its problems through an interlocking set of choices that coordinates UX activity for a desired experience.
  15. 15. Elements of Strategy
  16. 16. 5 Ps of Strategy 1. Pattern – Trends from the past 2. Position – Desired outcome 3. Perspective – Philosophy of working 4. Ploy – Out-maneuver opposing forces 5. Plan – Course of action
  17. 17. 5 Strategy Questions 1. What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy?
  18. 18. Strategic Questions LAFLEY & MARTIN MINTZBERG KEY QUESTIONS Pattern What challenges motivate action? Aspiration Position What are your aspirations? Playing field Perspective What will you focus on? How to win Ploy What are your guiding principles? Capabilities Plan What types of activities are needed? Management How will you measure success?
  19. 19. www.experiencinginformation.com
  20. 20. Einstein Media Co. Worldwide leader in scientific publishing ELEMENT BUSINESS STRATEGY Challenges Losing customers and revenue due to disruption and slipping market relevance Aspiration Reinvent the business to maintain leadership Focus Areas • Global • Research institutions • Online channels • Social media Guiding Principles Leverage scale and authority to win Activities • Acquire • Innovate business model • Refresh brand • Build expertise in social Measurements  Retention  Revenue EXAMPLE
  21. 21. Enable users to be discoverers of scientific breakthroughs
  22. 22. End consumers Communities, social Information interaction: finding & publishing Enable users to be discoverers of scientific breakthroughs
  23. 23. Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows End consumers Communities, social Information interaction: finding & publishing
  24. 24. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows End consumers Communities, social Information interaction: finding & publishing
  25. 25. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows  Satisfaction (SUS) % of UIs that comply to guidelines End consumers Communities, social Information interaction: finding & publishing
  26. 26. How do you know what to focus on?
  27. 27. Jobs To Be Done
  28. 28. The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. CLAYTON CHRISTENSEN et al. “Marketing Malpracitce,“ HBR 2005
  29. 29. JTBD 1. Understand users 2. Map JTBD 3. Identify opportunities 4. Align efforts
  30. 30. 1. Understand Users 39 interviews/observations 68 hours of audio 1,488 pages of text 793,281 words 1,716 descrete tasks
  31. 31. 2. Map JTBD 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. Indi Young, Mental Models. Rosenfeld Media, 2008.
  32. 32. Find photos on computer Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos Find Photos
  33. 33. Find photos on computer Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos Goal Space Find Photos Tower Tasks
  34. 34. Find photos on computer Goal Space Find Photos Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos File Transfer Search Mobile App Tower Tasks Support
  35. 35. 2. Map JTBD
  36. 36. 2. Map JTBD Tasks, towers, goals = JTBD Support Features Products Services
  37. 37. Map Future Concepts
  38. 38. 3. Identify Opportunites with Customers TONY ULWICK
  39. 39. Importance
  40. 40. Satisfaction Importance
  41. 41. Satisfaction Importance
  42. 42. Desired Outcomes Statements Minimize my effort to find photos on the go
  43. 43. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Minimize Reduce Maximize Increase
  44. 44. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Unit Minimize Reduce Maximize Increase Time Access Ability Effort
  45. 45. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Unit Qualifier or action Minimize Reduce Maximize Increase Time Access Ability Effort
  46. 46. Desired Outcomes Survey Minimize my effort to find photos on the go Very low Very high 1 2 3 4 5 6 7 8 9 10 A. How important is this to you? B. How well is this currently being satisfied?
  47. 47. Calculate Opportunity Scores Importance 9 Satisfaction 3 Satisfaction Gap = 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
  48. 48. 4. Align Efforts
  49. 49. 4. Align Efforts Do 1st Do 2nd Do last
  50. 50. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCT LEAD
  51. 51. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  52. 52. Danke schön @JimKalbach

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