UX STRAT USA 2017: Jake Mitchell, "Using Jobs to be Done at Carmax to Guide Product Innovation"

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UX STRAT

UX STRAT USA 2017 presentation by Jake Mitchell, Senior Product Designer, CarMax

Internet

FOR HIRE
USING “JOBS TO BE DONE” AT CARMAX TO
GUIDE PRODUCT INNOVATION
Jake Mitchell
Sr. Product Designer, CarMax

84%
INNOVATION IS
EXTREMELY
IMPORTANT
94%
DISSATISFIED
WITH CURRENT
INNOVATION
McKinsey: Innovation and Commercialization Global Survey, 2010

“Segway will be to the car what
the car was to the horse and
buggy.”
-Dean Kamen
Inventor of the Segway

EARLY MORNING
SINGLE PARTY
ONLY ITEM ORDERED

DELIVERING
REAL
INNOVATION
THROUGH JOBS
TO BE DONE

CARMAX
● 170+ Stores
● 180 Million Digital Interactions
● 15 Billion in Revenue
● Sell 1,000,000 Cars a Year

WHAT’S THE JOB?
• POOR QUALITY PHOTOS
• INCONSISTENT PHOTOS
• DIFFICULT TAKING PHOTOS
HARD FOR CUSTOMERS
TO FIND THE CAR FOR
THEM
=

THE DIGITAL MERCHANDISING JOB DESCRIPTION
WHEN I’M NOT IN A CARMAX STORE…
I WANT TO BE ABLE TO VIEW CARS AS
IF I WAS ACTUALLY THERE.

“I WANT TO KNOW WHAT FEATURES THE CAR HAS”

JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL

WINDIL
● Cheaper than solar
● DIY Installation
● IOT Enabled

JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
When I feel that I’m paying too much for
electricity, I want a way to lower my power bill

JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
Cheap
When I feel that I’m paying too much for
electricity, I want a way to lower my power bill
Easy to install
Gives guidance
Constant proof it
works
Low maintenance

JOB DESCRIPTION
FUNCTIONAL EMOTIONAL PERSONAL
EMOTIONAL SOCIAL
Confident
Financially responsible
Care about
environment
Secure
When I feel that I’m paying too much for
electricity, I want a way to lower my power bill
Cheap
Easy to install
Gives guidance
Constant proof it
works
Low maintenance
In control

HOW OFTEN IS YOUR FEATURE USED?
HOW
FREQUENTLY
DO PEOPLE
USE IT?
ANALYTICS: VALUE GRAPH
DOESN’T LIVE
UP TO IDEA
POOR
ADOPTION
THE CORE JOB
C/O INTERCOM

WHAT’S THE CONSIDERATION SET?
“Guilty” “Unsatisfying”“Difficult” “Easy, full”

1. Identify the main job your team,
company, and project someone
would hire you for
2. Figure out which jobs aren’t being
satisfied that you can own
3. Observe your customers constantly,
both direct and indirect
3 TAKEAWAYS

“Customers are loyal to us right up until
the second somebody offers them a
better service”
-Jeff Bezos

WANT TO LEARN MORE?
● Jobstobedone.org
● blog.intercom.io
● “Competing Against Luck”
SPECIAL THANKS
Eric Martin | Ann Yauger | Archie Miller | Chip Trout | Tom G
CarMax Product Designer Community

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