FRAMING JOBS

FRAMING JOBS

@DESIGNAMYTE@LOVSKOGEN

ANDREJ BALAZ, TOR BOLLIGNMO

SENIOR UX AND SERVICE DESIGNER AT IXDS SENIOR PRODUCT MANAGER AT DATAPINE

FRAMING JOBS

FRAMING JOBS

WHEN COFFEE & KALE COMPETEALAN KLEMENT @ALANKLEMENT

SEVERAL CASE STUDIES SHOWING JTBD THINKING

EVOLUTION OF JTBD LANGUAGE

CUSTOMER PROGRESS AS FOCAL POINT OF INNOVATION

1ST TAKE-AWAY

ACTIVITIES, TASKS AND BEHAVIORS ARE NOT JOBS.FUNCTIONALITY IS NOT PART OF JOBS.

ALAN KLEMENT

CUT GRASS WATER GRASS FERTILIZE GRASS

GRASS FIELDSOLUTION

FIELDTURFSOLUTION

AERATE BRUSH SWEEP

GRASS FIELDSOLUTION

MAINTAIN GRASSACTIVITY

FERTILIZE, WATER, CUTTASKS

FIELDTURFSOLUTION

MAINTAIN FIELDTURFACTIVITY

AERATE, BRUSH, SWEEPTASKS

ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS.

THEY DON’T REVEAL CUSTOMER MOTIVATIONS.ALAN KLEMENT

ACTIVITIES AND TASKS ARE SOLELY RELATED TO CURRENT SOLUTIONS.

THEY DON’T REVEAL MOTIVATIONS.ALAN KLEMENT

HOW

WHY

WHAT IS A JOB?

WHAT IS A JOB?

BEFOREPUSH / STRUGGLE / JOB

Free me from the stress of not knowing when and where my delivery arrives...

AFTERPULL / LIFE IS UPGRADED / JOB IS DONE

...so I can worry less during the day and concentrate on more important stuff.

BEFOREPUSH / STRUGGLE / JOB

Free me from the stress of not knowing when and where my delivery arrives...

AFTERPULL / LIFE IS UPGRADED / JOB IS DONE

...so I can worry less during the day and concentrate on more important stuff.

BEFOREPUSH / STRUGGLE / JOB

Free me from the stress of not knowing when and where my delivery arrives...

AFTERPULL / LIFE IS UPGRADED / JOB IS DONE

...so I can worry less during the day and concentrate on more important stuff.

SOLUTION

BEFOREPUSH / STRUGGLE / JOB

Free me from the stress of not knowing when and where my delivery arrives...

AFTERPULL / LIFE IS UPGRADED / JOB IS DONE

...so I can worry less during the day and concentrate on more important stuff.

SOLUTION

BEFOREPUSH / STRUGGLE / JOB

Free me from the stress of not knowing when and where my delivery arrives...

AFTERPULL / LIFE IS UPGRADED / JOB IS DONE

...so I can worry less during the day and concentrate on more important stuff.

SOLUTION

JOBS DESCRIBE THE PROGRESS CUSTOMERS WANT TO MAKE

TO OVERCOME A STRUGGLE

NOT A GOOD JOB STATEMENT:

Get me and my kids from A to B.

BETTER:

Help me transport my kids without having to worry about sending them alone.

NOT A GOOD JOB STATEMENT:

Get me and my kids from A to B.

BETTER:

Help me transport my kids without having to worry about sending them alone.

JOBS ARE NOT JUST FUNCTIONAL

NOT A GOOD JOB STATEMENT:

Get me and my kids from A to B.

The job of a car is...

BETTER:

Help me transport my kids without having to worry about sending them alone.

Grant me the peace of mind that I can go anywhere I want.

NOT A GOOD JOB STATEMENT:

Get me and my kids from A to B.

The job of a car is...

BETTER:

Help me transport my kids without having to worry about sending them alone.

Grant me the peace of mind that I can go anywhere I want.

JOBS ARE NOT JUST FUNCTIONAL

PRODUCTS DON’T HAVE JOBS

JOB STORIESJOB STORIES

JOB STORIES DESCRIBE CONCRETE STRUGGLING MOMENTS

WHEN

I WANT TO

SO I CAN

Life as usual, then a problem arises. What happened?

WHEN

I WANT TO

SO I CAN

Life as usual, then a problem arises. What happened?

Once customers find a solution and use it, how has life changed for the better? What’s possible what wasn’t before?

WHEN

I WANT TO

SO I CAN

Life as usual, then a problem arises. What happened?

Once customers find a solution and use it, how has life changed for the better? What’s possible what wasn’t before?

Customers imagine effects that a solution should have. What effects should the solution have?

2ND TAKE-AWAY

JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT, IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE

TO REACH AN IMPROVEMENT.

2ND TAKE-AWAY

JOB STORIES FOCUS ON STRUGGLING MOMENTS IN CONTEXT, IMAGINED EFFECTS THAT A SOLUTION SHOULD HAVE

TO REACH AN IMPROVEMENT. BEWARE OF ACTIVITIES, SOLUTIONS OR PERSONAS

WHEN

I WANT

SO THAT

I am previewing a visual design,

descriptions of each area of the design,

that other designers will see and discuss the design and understand my reasoning.

ACTIVITY, BUT NO STRUGGLE

SOLUTIONS, NOT THEIR EFFECTS

PERSONAS MIGHT MISLEAD AS DIFFERENT PEOPLE CAN SHARE

THE SAME STRUGGLE.

EXAMPLE OF A BAD JOB STORY:

WHEN

I WANT

SO THAT

I am presenting my visual design and I’m worried that people will reject its merits,

something objective to back it up,

that people will see and discuss the design with less subjective bias.

PUSH / STRUGGLE

IMAGINED EFFECTS

PULL / PROGRESS / NEW LIFE

JTBD.INFOWHENCOFFEEANDKALECOMPETE.COM

ALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZ @DESIGNAMYTE

TOR BOLLINGMO

@LOVSKOGEN

JTBD.INFOWHENCOFFEEANDKALECOMPETE.COM

ALAN KLEMENT

JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA

#JTBD

ANDREJ BALAZ @DESIGNAMYTE

TOR BOLLINGMO

@LOVSKOGEN