What Should We Build? Defining the Jobs to be Done

Transcript

1. WHAT SHOULD WE BUILD? Defining the Jobs to be Done behindcompanies.com @marcelosomers #BigDJobs
2. Hello.
3. OUR CLIENTS HIRE US TO OWN THEIR TOUGHEST PROBLEMS THEY RETAIN US BECAUSE WE KEEP OUR PROMISES
6. (d)esign (D)esign NOT #BigDJobs
7. design AS OUTCOME #BigDJobs
8. #BigDJobs
9. DESIGN AS PROCESS design AS OUTCOME #BigDJobs
10. Elizabeth Boling: "Designer” does not mean “artist” – though lots of people want to think it does. The job of a designer is not self-expression, it’s problem-solving." #BigDJobs
11. DESIGN AS PROCESS design AS OUTCOME Same skill, different result #BigDJobs
12. #BigDJobs
13. #BigDJobs
14. #BigDJobs
15. #BigDJobs
16. #BigDJobs
17. #BigDJobs
18. Competitive Advantage #BigDJobs
19. Making Things Cheaper 60s&70s Competitive Advantage #BigDJobs
20. Making Things Cheaper 60s&70s Competitive Advantage #BigDJobs
21. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER Competitive Advantage #BigDJobs
22. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER Competitive Advantage #BigDJobs
23. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making BETTER Things Competitive Advantage #BigDJobs
24. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making BETTER Things Competitive Advantage #BigDJobs
25. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making BETTER Things Competitive Advantage ? #BigDJobs
26. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making BETTER Things Competitive Advantage ? #BigDJobs
27. #BigDJobs
28. When technology delivers basic needs, user experience dominates –Donald Norman #BigDJobs
29. Making Things Cheaper 60s&70s 80s&90s Making Things BETTER 2000s Making BETTER Things Competitive Advantage 2000s+ MAKING memorable experiences #BigDJobs
30. User Experience Hierarchy of Needs #BigDJobs Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)
31. User Experience Hierarchy of Needs #BigDJobs Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/)
32. #BigDJobs Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/) How?
35. Today’s Talk #BigDJobs
36. 10 Steps to a Meaningful Product #BigDJobs
37. 10 Steps to a Meaningful Product you can’t make MEANINGFUL #BigDJobs
38. Adapted from Stephen Anderson (http://amzn.to/zFxjd6) Sketch by Ben Jordan (http://bigbadcollab.com/) How?
39. Observe #BigDJobs
40. Raise your hand... #BigDJobs
41. You’re a Guy 1 #BigDJobs
42. You’re a Guy 1 YOU’RE OVER 35 2 #BigDJobs
43. You’re a Guy 1 YOU’RE OVER 35 2 YOU WERE BORN IN TEXAS 3 #BigDJobs
44. What do old guys in Texas do? #BigDJobs
45. #BigDJobs
46. No one buys Gender Price Interests Location Religion Income Size of Household Age Education Occupation Social Class Ethnicity Nationality because they’re #BigDJobs
47. #BigDJobs
49. #BigDJobs
50. the result ≠ how you get there #BigDJobs
51. Categorize #BigDJobs
52. THE UX STACK #BigDJobs
53. Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE? THE UX STACK #BigDJobs
54. Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE? THE UX STACK Audience WHO DO WE NEED TO ACHIEVE THE GOAL? #BigDJobs
55. Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE? THE UX STACK Audience WHO DO WE NEED TO ACHIEVE THE GOAL? Content WHAT FEATURES DOES THE AUDIENCE NEED? #BigDJobs
56. Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE? THE UX STACK Audience WHO DO WE NEED TO ACHIEVE THE GOAL? Content WHAT FEATURES DOES THE AUDIENCE NEED? Design WHAT IS THE BEST WAY TO PRESENT THE CONTENT? #BigDJobs
57. Purpose WHAT GOAL ARE WE TRYING TO ACHIEVE? THE UX STACK Audience WHO DO WE NEED TO ACHIEVE THE GOAL? Content WHAT FEATURES DOES THE AUDIENCE NEED? Design WHAT IS THE BEST WAY TO PRESENT THE CONTENT? Technology HOW IS THE MESSAGE PHYSICALLY PRESENTED? #BigDJobs
58. Audience WHO DO WE NEED TO ACHIEVE THE GOAL? #BigDJobs
59. #BigDJobs Jobs to be Done
60. #BigDJobs
61. Attributes Gender Price Interests Location Religion Income Size of Household Age Education Occupation Social Class Ethnicity Nationality #BigDJobs
62. Attributes Gender Price Interests Location Religion Income Size of Household Age Education Occupation Social Class Ethnicity Nationality Circumstances Breakfast on a long, boring commute Need to give kids a quick snack #BigDJobs
63. A model for Customer Change #BigDJobs
64. The Rewired Group The Equation of Progress #BigDJobs
65. The Rewired Group F1 Push of the Situation Progress Making Forces The Equation of Progress #BigDJobs
66. The Rewired Group F1 Push of the Situation F2 Pull of the New Solution Progress Making Forces The Equation of Progress #BigDJobs
67. The Rewired Group F1 Push of the Situation F2 Pull of the New Solution F3 Allegiance to Past Behavior Progress Making Forces Progress Hindering Forces The Equation of Progress #BigDJobs
68. The Rewired Group F1 Push of the Situation F2 Pull of the New Solution F4 Anxiety of New Solution F3 Allegiance to Past Behavior Progress Making Forces Progress Hindering Forces The Equation of Progress #BigDJobs
69. The Rewired Group F1 Push of the Situation F2 Pull of the New Solution F4 Anxiety of New Solution F3 Allegiance to Past Behavior + + > Progress Making Forces Progress Hindering Forces The Equation of Progress #BigDJobs
70. There's a greater emotional aspect to jobs than we want to give credit for. Bob Moesta #BigDJobs
71. #BigDJobs
72. Rather than asking customers what they want, listen to the stories they tell http://www.forbes.com/sites/jerrymclaughlin/2012/05/01/would-you-do-this-to-boost-sales-by-20-or-more/ #BigDJobs
73. Marketing Jobs #BigDJobs
74. http://img.photobucket.com/albums/v34/tonigrrrl/DSC00302.jpg #BigDJobs
75. Companies need to regularly ask themselves, ‘Are we in the steam locomotive business, or the transportation business?’ https://twitter.com/#!/joncarroll/status/154701998082629632 #BigDJobs
76. THANK YOU! behindcompanies.com @marcelosomers #BigDJobs http://behindcompanies.com/bigd12