Designing for Prosthetic Gods

How designers useJobs to be Done

to evolve markets and consumers

How can JTBD help yougrow as a designer

?

Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use.

Gives you a new point of view that helps you make better design decisions.

Offers you a collection of building blocks you can use to construct an experience that customers will want to buy and use.

Gives you a new point of view that helps you make better design decisions.

…what point of view do you use to describe market behavior?

When you design…

…what point of view do you use to describe market behavior?

When you design…

customer centric

customer driven customer focused

data driven data informed

product centric innovation driven

outcome driven needs driven

What is Uber

?

Whatmarkets

are in play ?

Whatcustomer “needs”are addressed ?

What is Uber

?

Whatmarkets

are in play ?

Whatcustomer “needs”are addressed ?

What is Uber

?

Whatmarkets

are in play ?

Whatcustomer “needs”are addressed ?

Old way

New way

No longer owning a car or using the car I own less

Transportation using a car I own

Old way

New way

No longer owning a car or using the car I own less

Transportation using a car I own

Old way

New way

Using a mobile app to have a car pick me up

Calling a car service to have a car pick me up

Old way

New way

Using a mobile app to have a car pick me up

Calling a car service to have a car pick me up

Old way

New wayWhen I travel for business, I

use my smartphone to call an Uber car

When I traveled for business, I rented a car to get around

Old way

New wayWhen I travel for business, I

use my smartphone to call an Uber car

When I traveled for business, I rented a car to get around

Old way

New wayUsing a car service without having to know where I am or the address of

where I’m trying to get to

Not using a taxi because I don’t know where I was or the address of where

I’m trying to get to

Old way

New wayUsing a car service without having to know where I am or the address of

where I’m trying to get to

Not using a taxi because I don’t know where I was or the address of where

I’m trying to get to

Old way

New waySaudi women can

travel independently

Saudi women could not travel independently

Old way

New waySaudi women can

travel independently

Saudi women could not travel independently

Do Eric and Alan share the same point of view of markets?

Who understands best the elephant?

Who understands best how to make a successful product?

The designer who has an outside view

of markets

Jobs to be Done

Prosthetic Gods

Humans purposefully evolve

Desideratum

ControlGrowth

Self-expressionRecognitionBelonging

CaringUnderstanding

Innovation happens when desideratum are redefined

Innovation happens when desideratum are redefined

Innovation happens when desideratum are redefined

Jobs to be Done

EmergenceThe Job to be Done gains momentum

and creates consumer shopping behavior

IntegrationCustomer starts adapting

to the new desideratum & innovation

SynthesisEssential parts interact and

start the Job to be Done

Marketof today

Consumer images how new desideratum benefit them

Consumer buys theinnovation and creates“new me” expectations

The consumer trusts theinformation about theinnovation and desideratum

Customer brings innovation into their lifeand lives a new desideratum

Consumer desideratum 1.0

Customer sees the desideratum as relevant to them

Producer creates innovation thattaps into and updatesthe consumer’s desideratum

Consumer starts designinga “new me” basedupon desideratum

Expectation matching. Does thecustomer like the newnew desideratum & innovation?

The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product

Job to be Doneends

Consumer has desideratum 2.0

Market evolves

Producer gains new revenue

Consumer buys a new product for first time

EmergenceThe Job to be Done gains momentum

and creates consumer shopping behavior

IntegrationCustomer starts adapting

to the new desideratum & innovation

SynthesisEssential parts interact and

start the Job to be Done

Marketof today

Consumer images how new desideratum benefit them

Consumer buys theinnovation and creates“new me” expectations

The consumer trusts theinformation about theinnovation and desideratum

Customer brings innovation into their lifeand lives a new desideratum

Consumer desideratum 1.0

Customer sees the desideratum as relevant to them

Producer creates innovation thattaps into and updatesthe consumer’s desideratum

Consumer starts designinga “new me” basedupon desideratum

Expectation matching. Does thecustomer like the newnew desideratum & innovation?

The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product

Job to be Doneends

Consumer has desideratum 2.0

Market evolves

Producer gains new revenue

Consumer buys a new product for first time

EmergenceThe Job to be Done gains momentum

and creates consumer shopping behavior

IntegrationCustomer starts adapting

to the new desideratum & innovation

SynthesisEssential parts interact and

start the Job to be Done

Marketof today

Consumer images how new desideratum benefit them

Consumer buys theinnovation and creates“new me” expectations

The consumer trusts theinformation about theinnovation and desideratum

Customer brings innovation into their lifeand lives a new desideratum

Consumer desideratum 1.0

Customer sees the desideratum as relevant to them

Producer creates innovation thattaps into and updatesthe consumer’s desideratum

Consumer starts designinga “new me” basedupon desideratum

Expectation matching. Does thecustomer like the newnew desideratum & innovation?

The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product

Job to be Doneends

Consumer has desideratum 2.0

Market evolves

Producer gains new revenue

Consumer buys a new product for first time

EmergenceThe Job to be Done gains momentum

and creates consumer shopping behavior

IntegrationCustomer starts adapting

to the new desideratum & innovation

SynthesisEssential parts interact and

start the Job to be Done

Marketof today

Consumer images how new desideratum benefit them

Consumer buys theinnovation and creates“new me” expectations

The consumer trusts theinformation about theinnovation and desideratum

Customer brings innovation into their lifeand lives a new desideratum

Consumer desideratum 1.0

Customer sees the desideratum as relevant to them

Producer creates innovation thattaps into and updatesthe consumer’s desideratum

Consumer starts designinga “new me” basedupon desideratum

Expectation matching. Does thecustomer like the newnew desideratum & innovation?

The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product

Job to be Doneends

Consumer has desideratum 2.0

Market evolves

Producer gains new revenue

Consumer buys a new product for first time

EmergenceThe Job to be Done gains momentum

and creates consumer shopping behavior

IntegrationCustomer starts adapting

to the new desideratum & innovation

SynthesisEssential parts interact and

start the Job to be Done

Marketof today

Consumer images how new desideratum benefit them

Consumer buys theinnovation and creates“new me” expectations

The consumer trusts theinformation about theinnovation and desideratum

Customer brings innovation into their lifeand lives a new desideratum

Consumer desideratum 1.0

Customer sees the desideratum as relevant to them

Producer creates innovation thattaps into and updatesthe consumer’s desideratum

Consumer starts designinga “new me” basedupon desideratum

Expectation matching. Does thecustomer like the newnew desideratum & innovation?

The consumer might reject the productbut still want the “new me” it promised.In this case, the consumer reengagesin shopping and chooses another product

Job to be Doneends

Consumer has desideratum 2.0

Market evolves

Producer gains new revenue

Consumer buys a new product for first time

Get started today

When you design, start by identifying what desideratum you wish to tap into and update.

Identify your competition(from your customer’s point of view)

Have a clear vision of how your change is going to increase revenue.

Maintain an outside view

When you design, start by identifying what desideratum you wish to tap into and update.

Identify your competition(from your customer’s point of view)

Have a clear vision of how your change is going to increase revenue.

Maintain an outside view

When you design, start by identifying what desideratum you wish to tap into and update.

Identify your competition(from your customer’s point of view)

Have a clear vision of how your change is going to increase revenue.

Maintain an outside view

When you design, start by identifying what desideratum you wish to tap into and update.

Identify your competition(from your customer’s point of view)

Have a clear vision of how your change is going to increase revenue.

Maintain an outside view

Design for Prosthetic Gods

UseJobs to be Done

to evolve markets and consumers