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Mapping The JobTo Be Done
The document discusses the Job to Be Done (JTBD) framework, emphasizing its focus on identifying the primary job of a user instead of starting with external events. It provides a structured approach to defining user needs and mapping tasks related to enhancing the conference attendee experience, while highlighting the importance of understanding context and outcomes. Exercises are included for formulating JTBD insights and creating job maps based on feedback from conference attendees.
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Mapping The JobTo Be Done
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- 3. Process need, unlikethe 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 Predictswhy people “hire“ a product or service
- 5. JTBD = technologyindependent 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 BigJob Little Job Micro Job Aspiration Why? How?
- 8. SCENARIO You work fora 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 INSIGHTJTBD 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 DefineLocate Prepare Confirm Execute Monitor Modify Conclude
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- 15. Q: Why didthe chicken cross the road? A: To get to the other side.
- 17. EXERCISE: CREATE JOBMAP 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, readONE 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
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- 20. BEFORE DURING AFTER DecidePlan Prepare Attend Network Record Summarize Share
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- 26. Minimize the timeit 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 thetime 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
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- 33. Dan Olsen, TheLean Product Playbook