From Andrej Balaz, Senior User Experience Designer at IXDS This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at Service Experience Camp on November 14, 2015.

1. SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS

2. SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS
ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE

3. WHAT DO
PEOPLE
WANT
WHATDO
PEOPLE
WANT

4. WARM-UPWARM-UP

5. WHICH PRODUCT OR SERVICE DID YOU
START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MINUTES EACH

6. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS

7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURES
FOCUSING ON COMPETITORS’
OFFERINGS

8. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.

9. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURES
BUT EXPECTED OUTCOMES

10. THE CUSTOMER HAS
A JOB TO DO AND WILL HIRE
THE BEST PRODUCT OR SERVICE TO GET IT DONE.

12. WHAT IS A
JOB?
WHATISA
JOB

13. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS

14. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO

15. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION

16. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVED BY OTHERS

17. JOBS ARE FAIRLY CONSTANT

18. OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN

19. JOBS ARE SOLUTION-NEUTRAL

20. JOBS ARE SOLUTION-NEUTRAL
FOCUS ON THE
OUTCOMES PEOPLE WANT TO ACHIEVE

21. LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1 CUSTOMER GROUP 2 CUSTOMER GROUP 3

22. LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1
SIMILAR OUTCOME
CUSTOMER GROUP 2 CUSTOMER GROUP 3
MODIFIED GRASS
SEEDS
FAMILY MEMBER

23. HOW TO
FIND THE
JOBS
HOWTO
FINDTHE
JOBS?

24. THE SWITCHTHESWITCH

25. THE SWITCH:
THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE
TOWARDS A NEW SOLUTION.
BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP

27. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.

28. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY

29. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
TRADE-OFFS

30. INTERVIEWING SWITCHERS HELPS
TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
TRADE-OFFS
CONSIDERATION SET

31. WHAT MAKES
PEOPLE
SWITCH
WHATMAKES
PEOPLE
SWITCH

32. YOUBUSINESS AS USUAL NEW BEHAVIOUR

33. ANXIETY
OF THE NEW SOLUTION
HABIT
OF THE PRESENT
BUSINESSASUSUAL
NEWBEHAVIOUR
PUSH
OF THE SITUATION
PULL
OF THE NEW SOLUTION
YOU

34. GETTING TO
THE STORY
GETTINGTO
THESTORY

35. FIRST
THOUGHT

36. FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO

37. I’m not putting in any
real energy, but I start
noticing options
I’m investing energy
and time into finding a
solution.
I’ve narrowed my
options to two or three. I
understand my crieteria.
I’ve used it for a while
and I understand if it
does the job or not.
I’ve had enough.
This needs to get
solved.
If I don’t get this
solved by a certain
time, it’s not going
to be good.
I’ve paid money.
There is no going
back. I’ve comitted.
EVENT
ONE
EVENT
TWO
What I have might
not be working
anymore
FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO

38. FIRST
THOUGHT PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO
10 10 9 7ANX 4HAB 6 ANX 4HAB 6 ANX 3HAB 6 ANX 1HAB 6
5 7 9 101 PUL4 PSH 1 PUL6 PSH 3 PUL6 PSH 4 PUL6 PSH
STRUGGLE PAIN FRIEND FREE TRIAL

39. WORK BACKWARDS FROM THE SWITCH
LOOK FOR FUNCTIONAL, EMOTIONAL AND SOCIAL MOMENTS
PLAY DUMB AND “ZOOM IN” WHERE NECESSARY

40. PEOPLE WHO SWITCHED RECENTLY BUT NOT TOO RECENTLY

41. DECISION MAKERS

42. FIRST
THOUGHT
INTERVIEW PEOPLE WHO
SWITCHED FROM ONE
PRODUCT TO ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
ANALYZE THE FORCES
THAT MADE THEM
SWITCH
ANXIETY
OF THE NEW SOLUTION
HABIT
OF THE PRESENT
BUSINESSASUSUAL
NEWBEHAVIOUR
PUSH
OF THE SITUATION
PULL
OF THE NEW SOLUTION
YOU

43. TIME TO
JUMP IN
TIMETO
JUMPIN

44. FIND A PARTNER
EACH OF YOU GETS 10 MINUTES
FIND A PRODUCT OR SERVICE RECENTLY BOUGHT
(SOMETHING SUBSTANTIAL)
FIND OUT THE PURCHASE STORY
(START WITH THE SWITCH AND
WORK BACKWARDS TO THE FIRST THOUGHT)

45. MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT
TO GIVE YOUR PRODUCT FOCUS.

46. STEPPING
UP THE
GAME
STEPPING
UPTHE
GAME

47. ANTHONY W. ULWICK
What Customers Want
CLAYTON M. CHRISTENSEN
MICHAEL E. RAYNOR
The Innovator’s Solution
CHRIS SPIEK
BOB MOESTA
JTBD Handbook

48. JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD MEETUP BERLIN
ANDREJ BALAZ
@DESIGNAMYTE
JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE