Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)

Customer-Centric Value Creation
with a Jobs-To-Be-Done Mindset
UX FTW
UX FTW – Pragmatische Wertschöpfung durch
Nutzerfokus mit Jobs To Be Done
UX Festival by German UPA | Zughafen Erfurt
Wolfram Nagel (Senior UX Designer / TeamViewer)
22.Mai 2022

Senior UX Designer at TeamViewer
Author „Multiscreen UX Design“
Content Management
UI Architecture and Content Design
Design Methods Finder
Jobs To Be Done
WOLFRAM NAGEL
Twitter:
@teamviewer
@wolframnagel
@msxbook
@dmfndr

Core idea:
Create value for users and customers
and thus for the company.

IDEA
COMMENT
OPINION
VOTE
RATING
CUSTOMER
IDEA
SOLUTION
FEATURE
FEATURE
FEATURE
IDEA
CONCEPT
ISSUE
FEEDBACK
SURVEY
SOCIAL MEDIA
USAGE DATA
TELEMETRY
DATA
ISSUE
PAIN POINT
PROBLEM
REQUIREMENTS
STATISTICS
NEED
Plan and implement
Discuss
Analyze
Understand
Interpret
More than 500 ideas and
topics for TV Meeting
Rank
Roughly 2000 feedbacks
per day for TeamViewer
Data collected via Looker
and in-product telemetry
Loads of information ...

IMPORTANCE
?
PRIORITY
OBJECTIVITY
REPRESENTATIVENESS
RELEVANCE
Challenge:Prioritization!

The 7-year-old of Sara Conklin
https://www.invisionapp.com/inside-design/innovation-jobs-to-be-done/
I want a pair of flippers for
my birthday. But I am not
actually into flippers.
Photo by Sonnie Hiles on Unsplash

The 7-year-old of Sara Conklin
I want a pair of flippers for
my birthday. But I am not
actually into flippers.
I’m into … being a mermaid.
Photo by Sonnie Hiles on Unsplash

Photo by Emily Goodhart on Unsplash

JOB
IMPROVE AT SWIMMING FEEL LIKE A MERMAID

FLIPPERS AREN’T ABOUT SWIMMING
»People don’t care about your product. They want to make
progress in their lives. [...] When people buy a product they
›hire‹ it to do a ›Job‹. [...]
A product team will create dramatically different innovations
depending on which Job they innovate for. [...] You discover Jobs
to be done by deeply listening to different types of users. Your
product innovations are only as good as your understanding of
users’ Jobs to be Done.«
(ALWAYS)

Jim Kalbach (CX Lead at Mural)
https://www.cmswire.com/customer-experience/customer-experience-has-no-start-and-no-end-jim-kalbach-of-mural
Ultimately
customers measure success
by how well they can
get a job done.
CUSTOMER FIRST

Theodore Levitt
https://strategyn.com/jobs-to-be-done/jobs-to-be-done-theory/
* Or a shelf on the wall or rather a storage option for their books.
People do not want a
quarter-inch drill, they want
a quarter-inch hole.*

Joe Leech
https://www.slideshare.net/mrjoe/making-good-product-decisions-with-jobs-to-be-done
The hole is not the goal!

Source / quoted from:The Outcome-Driven Innovation Process - Overview (Tony Ulwick / Strategyn / https://youtu.be/rth9XgqfHeM?t=282)
Images: Record player by Bonnie Duffley, cassette tape by Nico Ilk, Compact Disc by Jamison Wieser, mp3 by Adrien Coquet, streaming music by Scott Lewis (all from the Noun Project)
JOBS ARE STABLE OVER TIME
The subjective importance remains the same, regardless of technological
development.
LP
market
Cassette
market
CD
market
MP3
market
Streaming
market
Listen to music

LISTEN TO MUSIC
Listen to favorite music when on the go
Listen to music when running
Listen to music when having a shower
Create a playlist with favorite songs
Share my favorite songs with a friend
Find new songs similar to my favorite songs
Take all my favorite songs with me on vacation
Add new songs to my playlist
...
Icon created by Koson Rattanaphan from Noun Project
NEEDS
MAIN JOB

Source: Ulwick, A. (2002), Harvard Business Review
Uncover relevant Needs with Jobs To Be Done
Based on importance and satisfaction
Example Questionnaire
... minimize the effort to listen to your favorite music
when you are on the go (e.g. on a train ride or on
vacation).
vacation).
vacation).
How important is it that you are able to ...?
Importance = (amount of respondents rating importance 4 or 5) / (total amount of respondents) ×10
Satisfaction = (amount of respondents rating satisfaction 4 or 5) / (total amount of respondents) ×10
Opportunity Score = Importance + max(Importance – Satisfaction,0)
How satisfied are you with your ability to ...?
Not
important
at all
Not
satisfied
at all
Somewhat
important
Somewhat
satisfied
Important
Satisfied
Very
important
Very
satisfied
Extremely
important
Extremely
satisfied
1
1
2
2
3
3
4
4
5
5
SATISFACTION
IMPORTANCE

Importance-Satisfaction Needs Chart
(inspired by/ based on: https://jobs-to-be-done.com/quantify-your-customers-unmet-needs-fda5b20fce54)
The dots represent outcomes
(user needs and problems).
The dots in the dark gray
area have the highest need
score and should therefore
be prioritized in terms of
innovation.
The dots in the white area
are overserved. Features
that address these needs
could be removed (to reduce
maintenance efforts) or moved
to a deeper level in the UI, for
example.

FOCUS ON THE OUTCOMES
»If I were leading an expedition, and I told my group I wanted them to
build a bridge, then they might end up spending a lot of time trying
to find the right materials, or they might end up building a bridge that
wasn’t strong enough to support the whole group.
But if I tell them I want to get the whole group across the river, they
could solve that problem in lots of different ways — building a raft,
finding a narrower point of the river — and they’d know they weren’t
done until they had all got across the river.« – Alice Newton Rex
https://www.mindtheproduct.com/2018/10/escape-from-the-feature-roadmap-to-outcome-driven-development/
JOB / OUTCOME
FEATURE

CROSS
THE
RIVER
Photos by Dex Ochoa and Muradi on Unsplash

Jeff Gothelf (Author of Lean UX)
https://blog.usejournal.com/give-teams-a-problem-to-solve-not-a-solution-to-implement-52ad16252716
Give teams a problem
to solve, not a solution
to implement.

COLLABORATION
Photo by Priscilla Du Preez on Unsplash

PUT THE USER AT THE CENTER
> User-focused (UFo) mindset.
> People hire a product for a Job To Be Done.
> Understand users
> Fulfill the most relevant needs
> Spread the UFo mindset
TeamViewer UX Principle #1

MAKE DATA-INFORMED DECISIONS
> Usage data via In-Product Telemetry
> User insights via the User Focus Program
> Gather and consider user feedback
> Avoid opinion discussions
> Decisions based on facts
> Consider our personas
> Product improvements shall solve user needs
> Increase product value
TeamViewer UX Principle #2

> Combine quantitative and qualitative data
> Identify pain points and jobs (to be done)
> Evaluate (w/ surveys and 1:1 sessions)
> Check relevance with representative users
> Apply filters and prioritize
> Focus on the most relevant problems
> Implement and offer problem-solving features
UTILIZE USER FEEDBACK AND DATA
Use a User Research User Data Base
(the User Focus Program) to
filter and find the most relevant
participants for surveys and testing
to conduct targeted research.
ASK THE
RIGHT USERS!

> More than 250.000 community members
> The UFP is a closed sub group in the community
> Representative persona-related users
> Direct and efficient access to customers at any time
> Filter to select (and focus on) relevant traits and customers
> Surveys, feedback and test sessions
> Evaluate JTBD and uncover customer needs
> GDPR-compliant
USER FOCUS PROGRAM* = LEAD USER POOL
* https://ufp.teamviewer.com

Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals
Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019
»Pigeonhole«
Company size (employees) Industry sector
Job (description)
JTBD
/
Job
Story
Additional usage related information
Roles when using the product
Usage mode
Correlation
Product usage on device and platform
Traits (0-10)
Domain experience
IT / technical skills
Prof. experience
Product loyalty
Product familiarity
Jobs To Be Done (outcomes and motivations / also goals and expectations)
Problems and (real) needs (frustrations and pain points)
Story and short description
Main usage + behaviors (relating to the product)
Age Gender
7
3
2
8
5
e.g. geek
Number of employees See UFP list
...
Name (or persona prototype)
For example:
- Licence type
- Usage frequency
- Amount of time spent with product
- Number of involved users
- Type of usage/ etc.
e.g. Remote control, meetings, remote support, managing and organizing
contacts, user management and usage rights, chat, etc.
e.g. Supporter, Admin, Home Office Worker,
Help Giver, Help Receiver, Collaborator
Hire a (new) product and fire an (existing) product.
- How do users want to feel when using the product?
- What do users want to achieve with the product?
- What is this user type‘s deep drives and motivations?
What bothers the user?
- Description (cf. self-description in the UFP)
- Short biography
- Quote(s)
What does this user type want to do with the product?
What does this user type want or need to do with the product?
- Duration of product usage?
- Usage pattern
- Usage per specific time frame
- Time spent with product per week
UFP profile questions:
- How do you use [product / service / etc.]?
- Used product/service before?
- Other (similar/comparable) products?
- Their major strenghts?
- Their major weaknesses?
yrs m or f

→ https://ufp.teamviewer.com

Colors: General | The User | User Facts | Behaviors and Usage | Needs and Goals
Note:The colors relate to the 2 1/2 D Sketch Method Persona Template in Confluence. All information relate to and are comparable with the information that UFP members provide us with their profile. TV Personas | 12.11.2019
»Pigeonhole«
Company size (employees) Industry sector
Job (description)
JTBD
/
Job
Story
Additional usage related information
Roles when using the product
Usage mode
Correlation
Product usage on device and platform
Traits (0-10)
Domain experience
IT / technical skills
Prof. experience
Product loyalty
Product familiarity
Jobs To Be Done (outcomes and motivations / also goals and expectations)
Problems and (real) needs (frustrations and pain points)
Story and short description
Main usage + behaviors (relating to the product)
Age Gender
5
8
8
5
10
Computer problem solver
all all
Frontline IT support for customers
Sam - IT Supporter
- License user
- Daily usage
- Spends 11 and more hours with product
per week
- More than 10 connections/ week
Remote control / Quick Support / Dashboard / C&C list
Managed service provider
Small and medium-sized Business (SMB)
- Support customers or colleagues remotely (when they have PC problems)
- Efficiently and quickly connect to clients and (!) to NEW partner IDs
- Efficiently solve computer problems (when servicing customers)
- Use software as simple as possible (when connecting to devices)
- Getting cut from upgrades / compatibility issues
- Does not want to be contacted directly.
- Have it as simple as possible for the end-user (when servicing customers)
- Wants to have only a (one) defined communication channel.
Sam is very efficiency-minded. His work life is hectic and fast paced. He
is constantly problem-solving. He‘s not a teacher, he is a doer.
“As an It worker providing tech support, I want to be a super efficient
problem-solving machine, so that I can help as many people as possible.
Quickly give me your TeamViewer password and I‘ll fix the problem.“
- Mostly connecting to users / fix problem / disconnect
- Many short and mostly spotaneous sessions
- Invite partners
- Direct communication with user
- Connects from multiple locations
- Works on tickets (internal/external) / ServiceCamp / Service Queue
- Connection reports
- Dashboard
- Multi-platform
- Admin / security / backup services
27 m

Source / Inspired by: Mike Boysen (https://jobs-to-be-done.com/jobs-to-be-done-interviews-79623d99b3e5)
The Syntax of Jobs To Be Done Phrases
Main Job
as the overall aim / playing field
Job (Statement)
as base for proper outcome statements
Listen + to music Listen + to music + while on the go
Verb Verb
Object Object Contextual Clarifier
Minimize the effort to listen to my favorite music when I am on the go (e.g. on a train ride or on vacation).
Direction Metric Object of Control Contextual Clarifier Example of object of control
Need / Outcome Statement
as base for JTBD survey questions and evaluation

Persona A User 1 User 2 User 3
FILTER BY USER TRAITS Representative for
25 % of our users. ASK THE RIGHT USERS!

PERSONA | USER NEEDS | JOBS
USERS HAVE NEEDS
OR JOBS OR GOALS OR PROBLEMS ...
> Meet with others
> Present information
> Control a device
> Connect to a device
> Work from home
> Help someone with a computer problem
> Administer a bunch of devices
> ...

Understand the problem then find a solution.
OR THE NEED

Albert Einstein (?)
via https://www.intercom.com/blog/podcasts/podcast-tony-ulwick-on-jobs-to-be-done/
If I had an hour to solve
a problem,
problem, I‘d spend 55
minutes thinking about
the problem and 5 minutes
thinking about solutions.
solutions.

DOUBLE DIAMOND
(BRITISH DESIGN COUNCIL)
via https://www.hallaminternet.com/how-to-think-creatively-using-the-double-diamond-framework/
Doing the right thing Doing things right
D
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V
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V
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DEFINITION
Problem EXECUTION Solution
Discover Develop
Define Deliver

DESIGN MEETS AGILE
(APERTO – AN IBM COMPANY)
https://www.slideshare.net/SilkeKreiling/creating-the-bigger-picture-die-designvision-in-agilen-projekten

DESIGN THINKING 101
(NIELSEN NORMAN GROUP)
https://www.nngroup.com/articles/design-thinking/

Understand
Initiate Explore Materialize Deliver
F
QA
Uncover need(s) Find solution(s) Develop solution
Request Solution or
Report Problem
Promote Solution
DECISION DECISION
Product
User Needs Solution
Initial
Need
Job
User
Vision
—
Goals
—
Scope
Vision
Customer-Centric
Customer-Centric
Value Creation
Value Creation

Understand
F
QA
INFORM MARKETING (NEED STATEMENTS / JOB STORY = STORYTELLING)
INFORM MARKETING (SOLUTION)
Request Solution or
Report Problem
Promote Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
KEI
KEI
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Reframed
Need
Understand
Kick-off
Ideate
Define
Prototype
Rollout
Develop
Measure
Learn
Iterate & QA
Test & IB
Initial
Need
Vision
—
Goals
—
Scope
Product
Solution
Job
User
User Needs
Measure Refine
Vision
Customer-Centric
Customer-Centric
Value Creation
Value Creation

Doing the right thing Doing things right Doing the right things right
D
I
V
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E
D
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C
O
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V
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C
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G
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Understand
Initiate Kick-off Explore Materialize Deliver
CONTIUOUS DEVELOPMENT AND DELIVERY
CONTIUOUS NEEDS EVALUATION
CONTIUOUS SOLUTION IMPROVEMENTS
User Research / Jobs Thinking UI/UX Design / Solution Space .
UFP
Tele-
metry
Jobs To
Be Done
UFP UFP
Design
System
Design
System
Agile Development / Dev Sprints
Continuous Value Creation
UI/UX
QA
Feasi-
bility
Customer Need Customer Solution
CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY
INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION)
Request Solution or
Report Problem
Incl. Info below Promote Solution
The Main Job
The User(s)
Product
Vision
+
Strategy
+
Business
Goals
+
Project
Goals
+
Requirem.
+
Scope
The Product
User Need(s) The Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Customer First / KEI
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Addresses the initial need and the
main job of the respective user
Initial
Need*
Reframed
Need
100 Needs 100 Solutions
Understand
Understand
Kick-off
Measure
Ideate
Ideate
Develop
Develop
Test & IB
Define
Define
Prototype
Prototype
Refine
Measure
Rollout
Learn
Iterate
Iterate & QA
Implement Test
Vision
START HERE
SOMETIMES WE
START HERE
IMPLEMENTATION
STARTS HERE
Main Job and
Job Performer
Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !!
R&D
R&D

Doing the right thing Doing things right Doing the right things right
D
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C
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V
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C
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V
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Understand
Initiate Kick-off Explore Materialize Deliver
CONTIUOUS DEVELOPMENT AND DELIVERY
CONTIUOUS NEEDS EVALUATION
CONTIUOUS SOLUTION IMPROVEMENTS
User Research / Jobs Thinking UI/UX Design / Solution Space .
UFP
Tele-
metry
Jobs To
Be Done
UFP UFP
Design
System
Design
System
Agile Development / Dev Sprints
Continuous Value Creation
UI/UX
QA
Feasi-
bility
Customer Need Customer Solution
CONTINUOUS NEEDS EVALUATION CONTINUOUS SOLUTION IMPROVEMENTS CONTINUOUS DEVELOPMENT AND DELIVERY
INFORM MARKETING (SOLUTION / MOCKUP / DESIGN DEFINITION)
Request Solution or
Report Problem
Incl. Info below Promote Solution
The Main Job
The User(s)
Product
Vision
+
Strategy
+
Business
Goals
+
Project
Goals
+
Requirem.
+
Scope
The Product
User Need(s) The Solution
DECISION
DECISION DECISION
DECISION
USER FOCUS
USER FOCUS
GOAL(S)
GOAL(S)
Customer-Centric
Customer-Centric
Value Creation
Value Creation
KPI
KPI KPI + KEI
KPI + KEI
RELEASE
RELEASE
Addresses the initial need and the
main job of the respective user
Initial
Need*
Reframed
Need
100 Needs 100 Solutions
Understand
Understand
Kick-off
Measure
Ideate
Ideate
Develop
Develop
Test & IB
Define
Define
Prototype
Prototype
Refine
Measure
Rollout
Learn
Iterate
Iterate & QA
Implement Test
Vision
START HERE
SOMETIMES WE
START HERE
IMPLEMENTATION
STARTS HERE
Main Job and
Job Performer
Job Interviews → Jobs → Job Map → Statements → Surey → Prioritize !!
R&D
R&D
https://wolframnagel.medium.com/customer-centric-value-creation-b71ac49172b6

Understand
F
QA
Request Solution or
Report Problem
Promote Solution
DECISION DECISION
Product
User Needs Solution
Initial
Need
Job
User
Vision
—
Goals
—
Scope
Customer-Centric
Customer-Centric
Value Creation
Value Creation
Vision

· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.
· Who is the target customer or user /
job performer / related persona?
· Which product usage segment do we
address?
· What is the typical product usage?
· Have in mind which expectations,
needs, motives, problems, frustrations
and pain points the user has.
What is the reason for this project? What is the initial problem?
Why is a solution requested? For what? What is the idea behind?
What is the general motivation and overall strategy?
What is the overlying long term goal?
· Which are the most relevant needs
related to the job and user(s)?
· Prioritize the needs based on data!
· What problem shall the solution solve?
· User needs are solution-independent.
· A Job Story is a summary of the needs
(prioritized and rephrased)
· It considers and describes the context
and the expected outcome.
· Syntax:When I... I want to... so that (I
can)... !
· Job Stories do not replace User Stories.
· Job Stories are the base / briefing to
explore and find a solution.
· User Stories are the base for the
development sprint(s) and explain how
the user interacts with the solution.
· What is the actual needs-related solution (increment, feature or product?
· What can be the message for the customer?
· What story can we tell? How do we sell the solution?
· How can the needs-related value be explained?
· What are the necessary requirements
(legal, security, technology)?
· What needs to be considered?
· Which (overlapping) projects or
products are affected?
· What is the scope of the project? What is out of scope? What is the forecast?
· What shall/will be delivered? Clarify if needed! (This relates to the solution and might change after
the understanding and exploration phase.)
· The scope considers and comprises trigger, goals, requirements, job, users, prioritized needs and
also the potential solution.
· Why are we doing this?
· What are the business and project
goals?
· What do we want to achieve?
· How do we measure the goals?
· What is the KPI/KEI (status quo and
target)?
· The goal is related to trigger and
product strategy.
· What is the vision to address the main job and the prioritized uncovered needs?
· How do we achieve the goal within the defined scope?
· Is it feasible to develop and implement the solution?
· Is it aligned with the definitions in the Design System?
· What is the focus area? Which main job
does the customer want to get done?
· What does the user hire the product for?
· The main job covers a lot of underlying
needs and related jobs.
· Jobs are solution-independent and
timeless (e.g. listen to music, help with
computer problems).
TRIGGER VISION AND STRATEGY
CUSTOMER CENTRIC VALUE CREATION CANVAS
v1.2 | 07.12.2020 | The Canvas is based on the Customer-Centric Value Creation (CCVC) Framework
USER(S)
USER NEED(S) JOB STORIES
PROMOTION
REQUIREMENTS
SCOPE
GOALS
SOLUTION
MAIN JOB
Measure
DATE
PROJECT
Vision
The information in the red area are
similar to the measure and should be
clarified before the kick-off.
The orange part is about the user and relates to
the research circle in the Framework. Prioritized
insights should be the base for solution finding.
When to-be-addressed needs are
clear we can start thinking about
and working on the solution.
Results from the research
and exploration phase can
inspire product promotion.
Blue should be clear
from the beginning.
2
2
1
1
3
3
4
4
5
5
It is ok to start with assumptions if
needed – as long as we are aware of it.

Jobs To Be Done lays the foundation
to create value for your customers.

JOB
IMPROVE AT SWIMMING FEEL LIKE A MERMAID
CROSS
THE
RIVER
vs
SATISFACTION
IMPORTANCE
... minimize the effort to listen to your favorite
music when you are on the go (e.g. on a train ride or
on vacation).
on vacation).
on vacation).
How important is it that you are able to ...?
How satisfied are you with your ability to ...?
Not
important
at all
Not
satisfied
at all
Somewhat
important
Somewhat
satisfied
Important
Satisfied
Very
important
Very
satisfied
Extremely
important
Extremely
satisfied
1 2 3 4 5
SATISFACTION
IMPORTANCE
LP
market
Cassette
market
CD
market
MP3
market
Streaming
market
Listen to music
Do the right things right. Together!

Anthony W. Ulwick
Quoted (slightly rephrased) from https://hbr.org/2002/01/turn-customer-input-into-innovation
Innovation
begins with identifying
customer needs. It ends in
the creation of items
they will buy.

THANK YOU!
www.teamviewer.com
www.wolframnagel.com
@wolframnagel

Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)

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