Mapping The JobTo Be Done

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A job is more than a static goal or future state to reach: it’s a process that unfolds over time. Job mapping is a technique that lets you see the sequence of how people reach their primary objective. Building a job map is straightforward: from interviews, find the individual steps of getting the job done and group those into stages. Then, visualize the job so you can lead your team in a directed conversation. Where will you create value in the job process? How will you address unmet needs? In this talk, Jim Kalbach will show us the fundamentals of a key technique in JTBD: job mapping. There will be a hand-ons activity along with lots of discussion.

Business

Process need, unlike the other
sources of innovation, does not
start out with an event in the
environment, whether internal
or external. It starts out with the
job to be done.
- PETER DRUCKER. Innovation and Entrepreneurship (1985)

Process of Intent
Predicts why
people “hire“ a
product or service

JTBD = technology independent and stable over time
Listen to music

1. JOB
PERFORMER
who
2. JOBS
what
3. PROCESS
how
4. NEEDS
why
5. CIRCUMSTANCES
when/where
Person Objective
Steps
Success Criteria
Situation

HIERARCHY OF JOBS
Big Job
Little Job
Micro Job
Aspiration
Why?
How?

SCENARIO
You work for a software company called “Evensity“ that is developing a service
that enhances a conference attendee‘s experience. You‘re launching a new
solution that could eventually be used before, during and after an event.
There are many aspects of events you could focus on. Your team is looking to
prioritize capabilities and focus the over strategic direction to get started.
Main Job Attend a conference
Job Performer - Conference attendee

DON‘Ts
 Reference technology
 Indicate solutions
 Mention specific methods
 Don‘t use AND or OR
RULES FOR FORMULATING JTBD
DOs
✓ Start with a verb
✓ Focus on outcome of a process
✓ Indicate context / granularity
✓ Represent user‘s perspective

EXERCISE: FORMULATE JTBD
INSIGHT JTBD
You learned that getting permission from a boss
to attend a conference is a big hurdle
People expressed that there are so many
conferences these days, they don’t know which to
attend
You observed people taking photos of slides with
a mobile phone
Many people said that it’s hard to remember
references while a presenter is speaking
Attendees often complained about poor wifi at
conference venues
People worked on PowerPoint presentations
summarizing their experience for colleagues back
at the office who couldn’t attend

Beginning Middle End
Define Locate Prepare Confirm Execute Monitor Modify Conclude

Q: Why did the chicken cross the road?
A: To get to the other side.

EXERCISE: CREATE JOB MAP
PART 1
Individually, read ONE interview and comb for JTBD. Write ~5
functional jobs on individual sticky notes beginning with an
action verb.

PART 1
Individually, read ONE interview and comb for JTBD. Write ~5
functional jobs on individual sticky notes beginning with an
action verb.
PART 2
a. As a group, map your JTBD to “before,“ “during,“ and “after“
b. Then map the steps to more granular stages
EXERCISE: CREATE JOB MAP

BEFORE DURING AFTER
Decide Plan Prepare Attend Network Record Summarize Share

Switch Timeline
http://blog.mural.co/jtbd

Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com

Minimize the time it takes to summarize notes from an event
Minimize
Reduce
Lower
Maximize
Increase
Raise
Time
Ability
Effort
Chances
Likelihood
DIRECTION UNIT QUALIFIER
DESIRED OUTCOMES (=NEEDS)
No “ands” or “ors”

1. Minimize the time it takes to record notes
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?
2. Increase the likelihood of remembering sessions
1 2 3 4 5 6 7 8 9 10
Very low Very high

9
Importance
3
Satisfaction
Satisfaction Gap
6
Importance + Satisfaction Gap = Opportunity score
9 + 6 = 15

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Banking von heute: Don't go – just do Die Finanzwelt verlagert sich zunehmend in den digitalen Raum. Für Bank- und Versicherungskunden steht nicht mehr das Aufsuchen einer Filiale oder eines Vertreters im Mittelpunkt, sondern die Frage: Wie steuere ich meine Geldgeschäfte eigenständig? Das Internet scheint hierfür ideal: Es bietet eine Fülle an Informationen; userfreundliche Tools laden zur Informationsaufnahme und Transaktionen ein; Experten und Gleichgesinnte bemühen sich uneigennützig um Rat. Der Bankberater hingegen gilt als provisionsgeleitete, wenig hilfreiche Instanz in Vermögens- und Versicherungsfragen. Die physische Präsenz scheint damit überflüssig – ein Paradigmenwechsel, den Bill Gates spitz als "Banking is necessary. Banks are not." formuliert. Auch US-Finanzexperte Brett King glaubt an ein schwieriges Verhältnis zwischen Bankhäusern und Kunden: "Why banking is no longer somewhere you GO but something you DO" lautet der Untertitel seines aktuellen Buches "Bank 3.0". Das bedeutet: Der Finanzkunde von heute handelt autonom. Er schlägt eigene Wege ein, die oftmals ins Internet führen, aber nicht zwingend in eine Filiale. In der wachsenden Netzwelt verlieren vor allem Institute, die konventionelles Marketing betreiben, ihre Interessenten. Doch Anbieter, die sich für den digitalen Wandel strategisch öffnen, können Kunden halten und mit Dialogmaßnahmen aktivieren.

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https://www.productmanagementtoday.com/frs/26795801/the-path-to-product-excellence--avoiding-common-pitfalls-and-enhancing-communication In the fast-paced world of digital innovation, success is often accompanied by a multitude of challenges - like the pitfalls lurking at every turn, threatening to derail the most promising projects. But fret not, this webinar is your key to effective product development! Join us for an enlightening session to empower you to lead your team to greater heights. Through compelling storytelling and actionable insights, learn to overcome challenges like misaligned objectives, communication breakdowns, and resistance to change. Takeaways: • Uncover and navigate through common pitfalls that are plaguing product teams today. • Explore proven solutions, laying the groundwork for triumphant product launches. • Gain inspiration from real-world success examples from top digital companies, offering invaluable insights into their winning strategies. • Discover how the symbiotic relationship between product managers, UX/UI designers, and developers can transform pitfalls into opportunities, propelling your product outcomes to unprecedented heights.

The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...

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Mapping The JobTo Be Done

1. Mapping The #JTBD

2. @JimKalbach

3. Process need, unlike the other sources of innovation, does not start out with an event in the environment, whether internal or external. It starts out with the job to be done. - PETER DRUCKER. Innovation and Entrepreneurship (1985)

4. Process of Intent Predicts why people “hire“ a product or service

5. JTBD = technology independent and stable over time Listen to music

6. 1. JOB PERFORMER who 2. JOBS what 3. PROCESS how 4. NEEDS why 5. CIRCUMSTANCES when/where Person Objective Steps Success Criteria Situation

7. HIERARCHY OF JOBS Big Job Little Job Micro Job Aspiration Why? How?

8. SCENARIO You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that could eventually be used before, during and after an event. There are many aspects of events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started. Main Job Attend a conference Job Performer - Conference attendee

10. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods  Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs ✓ Start with a verb ✓ Focus on outcome of a process ✓ Indicate context / granularity ✓ Represent user‘s perspective

11. EXERCISE: FORMULATE JTBD INSIGHT JTBD You learned that getting permission from a boss to attend a conference is a big hurdle People expressed that there are so many conferences these days, they don’t know which to attend You observed people taking photos of slides with a mobile phone Many people said that it’s hard to remember references while a presenter is speaking Attendees often complained about poor wifi at conference venues People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend

12. Beginning Middle End Define Locate Prepare Confirm Execute Monitor Modify Conclude

13. LAND EXPAND

14. LAND EXPAND

15. Q: Why did the chicken cross the road? A: To get to the other side.

16.

17. EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.

18. PART 1 Individually, read ONE interview and comb for JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb. PART 2 a. As a group, map your JTBD to “before,“ “during,“ and “after“ b. Then map the steps to more granular stages EXERCISE: CREATE JOB MAP

19. BEFORE DURING AFTER

20. BEFORE DURING AFTER Decide Plan Prepare Attend Network Record Summarize Share

21.

22.

23. Switch Timeline http://blog.mural.co/jtbd

24. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

25. NEEDS

26. Minimize the time it takes to summarize notes from an event Minimize Reduce Lower Maximize Increase Raise Time Ability Effort Chances Likelihood DIRECTION UNIT QUALIFIER DESIRED OUTCOMES (=NEEDS) No “ands” or “ors”

27. 1. Minimize the time it takes to record notes 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? 2. Increase the likelihood of remembering sessions 1 2 3 4 5 6 7 8 9 10 Very low Very high

28. 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15

29. Importance Satisfaction

30. Satisfaction Importance

31. Satisfaction Importance

32.

33. Dan Olsen, The Lean Product Playbook