UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
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A case study of how Turner Broadcasting approached creating a multichannel experience for March Madness Live that extended from Android and iPhones to iPads and desktops. The presentation will cover how the pillars of the cool project where implemented in the product, what worked and what did not work and how the UX design strategy set the team up for continued success. The user-centered view of the interactions and experience led to the fulfillment of the business goals of improving the brand image which is expressed in the title of the presentation "March Madness is my BFF!" This is one of thousands of tweets expressing the joy fans felt while using the application.
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UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
- 1. Applying Jobs-to-be-done to UX Strategy Jim Kalbach Sept 2014
- 2. @JimKalbach Principal UX Designer Citrix LIS DegreeRutgers University #jtbd
- 4. 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
- 6. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
- 7. 1. Understand Users 39 interviews/observations 68 hours ofaudio 1,488 pages of text 793,281 words 1,716 descretetasks
- 8. 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
- 9. 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 Find Photos
- 10. 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 Goal Space Find Photos Tower Tasks
- 11. 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
- 12. 2. MapJTBD
- 13. Tasks, towers, goals = JTBD Support Features Products Services 2. MapJTBD
- 16. Importance
- 19. Minimize my effort to find photos on my computer Desired Outcomes Statements
- 20. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Direction
- 21. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit
- 22. 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
- 23. 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
- 24. Calculate Opportunity Scores 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 +6 = 15
- 25. 4. Align Efforts
- 26. Do 1st Do 2nd 4. Align Efforts Do last
- 27. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCTLEAD
- 28. a. Concepts b. Messaging c. Differentiators Outcomes
- 29. a. Concepts Desired Outcomes as heuristics: does the concept help or hurt?
- 30. 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
- 31. c. Differentiators Performance JTBD Us Them 1 Them 2
- 32. “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
- 33. [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
- 34. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
- 35. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts 5.Redefinemarkets