uncovering customer jobs in contexts
TRANSCRIPT
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Uncovering Customer Jobs in Contexts
Zalando: Mobile First Day September 24, 2015
Master mobile with Jobs-to-be-Done innovation framework
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B AC KG R O U N D
Product, Innovation, Design
H A N N E S J E N T S C H , Design & Innovation Consultant, Freelance
@Kaffeertrinken
M A R T I N J O R D A N , Experience design, HERE/Nokia
@Martin_Jordan
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P O I N T O F V I E W
Customer jobs & hired solution
S O L U T I O N • toothpaste and toothbrush
J O B S • having a fresh breath • feeling fresh • preventing caries
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Ask & listen to your neighbour
2 M I N
E AC H
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Which garment with a price tag of € 100+ did you purchase recently?
What ‘jobs’ is it doing for you?
What did do the job before?
WA R M - U P
Uncovering jobs
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Share with all of us
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What is the job of wine?
E X A M P L E
Let’s talk aboutsomething pleasant …
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Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
E X A M P L E
How most wines areorganised in wine stores
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E X A M P L E
Organising the retail space around a specific job: making dinner a little better
Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
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E X A M P L E
Organising the retail space for a second job: expressing appreciation
Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
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Uncovering customer jobs helps understanding their desired outcomes
Finding your real competition,refining the market you are in
Rephrasing the messaging around your offering to match the customers’ mental model & language
E X A M P L E
Take-away
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What is Pocket’s context of use?
E X A M P L E
Let’s look at a mobile service
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E X A M P L E
Pocket: in the office5 min, end of lunch break
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E X A M P L E
Pocket: in the officeFound article, saved for later
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E X A M P L E
Pocket: on the go15 mins timeto bridge
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E X A M P L E
Pocket: on the goReview articles, choose one
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E X A M P L E
Pocket: at homeOn sofa, 45min free time
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E X A M P L E
Pocket: at homeDeep read & share w/ others
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Main job of ‘making me a smarter, better human’ carried through various contexts and situations
Limited resources & capabilities in regards of time, space & cognitive capacities
Specific sub-jobs that need a hand-over from one situation to another
E X A M P L E
Take-away
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How might we help someone to get away from everyday life
and explore a new place?
E X E R C I S E
Let’s get hands-on …
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Get together in 6 groups, find out who went on vacation last. Interview your group member.
1 5 M I N
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E X E R C I S E
Conducting retrospective interview
How did your interviewee …
made the plan to travel
started to look for a
destination
booked the journey &
accommodation
planned the trip details
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1 person asks 1 person answers 1 person asks additional questions 1 person takes written notes 1 person takes visual notes
E X E R C I S E
Conducting retrospective interview
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Share with all of us (2 groups)
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What did you learn?
How did it go?
How well would your discovered customer journey work to design a solution against?What do you think is missing?
E X E R C I S E
Reflection
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Learnt relevant details by special interviewing technique that is prevents speculation
Not yet fully understand needsto design focused service offering against
Require advanced tools & techniques to uncover and describe needs
E X E R C I S E
Reflection
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Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
TO O L S & M I N D S E T S
Kinds of jobs
Social jobs
Emotional / personal
jobs
Functional jobs
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Inspiration & personal growth
Acquiring knowledge
Contributing to valuable
conversations with peers
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
TO O L S & M I N D S E T S
Kinds of jobs
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TO O L S & M I N D S E T S
Progress & Failure
DesiredOutcome
UndesiredOutcome
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TO O L S & M I N D S E T S
Progress & Failure
Easy & fast retrieval of
stored articles; make good
use of my time
No access to stored articles;
being non-productive
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+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
The better you can define the situation, the better you can design the solution against
TO O L S & M I N D S E T S
Context for understanding situational needs
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When
Wh
ere
Who
H
ow
Wh
at
season month weekday
daytime
occasion
location
type
category
attrib. profile/mode
social
devic
e
m
otio
n
u
ser a
ct.
rou
tine
tr
affic
fa
cebo
ok
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…Historical traffic around location
Congestion/incidents on route
Congestion/incidents around loc.
…Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…In popular collection
In my friends collection
In my collection…
FreezingCool
Mild
Warm
HotNight
DayStorm
ySnow
yRainy
FoggyCloudy
Clear W
et seasonD
ry seasonW
interAutum
n
Summ
er
Spring
Janu
ary
Febr
uary
Mar
chAp
rilM
ayJu
neJu
lyAu
gust
Sept
embe
rO
ctob
erNo
vem
ber
Dece
mbe
r
Mon
day
Tues
day
Wedne
sday
Thur
sday
Frida
ySa
turd
ay
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI…
On streetIn buildingIn/at venue In parkOn mountainOn water
…
Airport
Department store
HotelCafe
RestaurantATM
Leisure
PT stationSightMall
Parking space
Junction
Highway…
Price range
Opening hours
Available parking…
…Com
mut
er
City
Dw
elle
r
Trav
eler
Age
30-3
9
Age
18-2
9
Age
< 18
Mal
e
Fem
ale
…With
ano
nym
ous
crow
d
With
kno
wn p
eopl
e
Alon
e
…Ro
aming
activ
e
Via 3G
etc
Via B
lueto
oth
Via W
iFi
Deskto
p
TabletPhone
…Asce
nding/descending
Trajecto
ry/bearing/direction
Driving WalkingStill
…Using app since 1d/1w/1m
Calculated a route to/from
ReviewedShared to/byCollected
Searched for
…Routine follow up action when x Situation
TO O L S & M I N D S E T S
Retool
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Refine one phase of your customer’s journey
1 5 M I N
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E X E R C I S E
Pick a phase in your colleague’s journey
made the plan to travel
started to look for a
destination
booked the journey &
accommodation
planned the trip details
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TO O L S & M I N D S E T S
Jobs-in-context mapping
Context
Desired Outcome
Undesired Outcome
Jobs
Currently employed solutions
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Share with all of us (2 groups)
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TO O L S & M I N D S E T S
Jobs-in-context mapping
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A P P L I C AT I O N
In Lean Product Development
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Retrospective interviews
Forces Customer Job Definition
Job Stories ----------------------->
Consider-ation Set
JTBD-based Marketing
A P P L I C AT I O N
In Lean Product Development
Customer Job Map
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VA L U E
Benefits for all team members
Product owners and managers know what kind of products they are developing and who they are competing with.
Developers know the context of the product and its sprints, can prioritise better and see purpose.
QA engineers know the essential use and test cases, can prioritise better.
Designers know the context and desired outcomes of the user and can design against these accordingly.
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N E X T
Where to start
Conduct retrospective interviews with customers or users who used your or your competitors’ offering. Understand the jobs they tried to get done. And start tweaking your product accordingly.
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