Georgia_Diaconescu_Monese.pdf

Transcript

1. Personas with Jobs GEORGIA DIACONESCU
2. DIGITAL TRANSFORMATION (BEAUTY & LUXURY) AUGMENTED REALITY (B2B, B2C) FINTECH
3. Personas have a job.
4. The blind men & the elephant
5. It’s a fan It’s a spear Wall Trust me, it’s a rope Tree Snake
6. They were focused on their own perspective.
7. Value proposition brainstorming
8. It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so. LEO TOLSTOY “ ”
9. 7 out of 10 businesses fail in the first 10 years. US BUREAU OF LABOR STATISTICS, 2019
10. Personas are great A single perspective amongst many.
11. Our users are dynamic They are always on a journey.
12. Personas have a job to get done.
13. People don’t just buy your product they hire it to get a job done. THEY FIRE IT, IF IT DOESN’T. CLAY CHRISTENSEN, Harvard Business School “The Innovator’s Dillemma”
14. Jobs are functional actions, with social & emotional components. STABLE OVER TIME SOLUTION AGNOSTIC
15. Sharon and Jay need to get somewhere on time.
16. They both use the same product, Google Maps.
17. Different personas Same job Same product
18. Sharon Jay JOB TO BE DONE – Get Somewhere on Time
19. Roman citizens 2nd century BC You This weekend, 2019 JOB TO BE DONE – Be Entertained
20. Writer Today Instablogger JOB TO BE DONE – Express Creativity
21. PERSONAS change, but the JOB is the same. SOURCE: ANDREESSEN HOROWITZ
22. Each value proposition has a BENEFICIARY (persona) + a JOB.
23. BENEFICIARY (persona) + JOB TO BE DONE • Demographic data • Geographic data • Psychographic data & other • Behavioral insights • Buying patterns • Experience & end goals
24. Source:
25. Jobs give us the functional outcome (WHAT) Personas give us the human dimension (WHO) Journeys give us the context (HOW)
26. This gets you thinking ...
27. JOBS reframe your market & competitors CHANGE HOW I FEEL
28. How did we approach this?
29. 3,600 respondents 4 markets 75 needs assessed gazillion insights #expensive
30. Beauty consumers don’t want AI chatbots ...
31. ...they want to look the way they want. JOB-TO-BE-DONE
32. App users don’t want credit products ...
33. ...they want to afford what they need/want. JOB-TO-BE-DONE
34. 1. Map out each stage & each step of the job DEFINE PREPARE EXECUTE MONITOR MODIFY CONCLUDE • Step 1 (action + variable) • Step 2 • Step 3 • … • Step 1 • Step 2 • Step 3 • … • Step 1 • Step 2 • Step 3 • … • Step 1 • Step 2 • Step 3 • … • Step 1 • Step 2 • Step 3 • … • Step 1 • Step 2 • Step 3 • …
35. 2. Calculate the opportunity score for each job step IMPORTANCE SATISFACTION SATISFACTION GAP OPPORTUNITY SCORE = IMPORTANCE + SATISFACTION GAP <10 represent well-served market, >10 are underserved. The higher the number the greater the market opportunity to improve the JTBD.
36. 3. Select areas of opportunity Define Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Monitor Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Conclude Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Prepare Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Execute Step 1 (action +variable) Score Step 2 Score Step 3 Score ... …. Modify Step 1 (action +variable) Score Step 2 Score Step 3 Score ... ….
37. Self-perception Step (1): … Step (20): … Step (28): ... A Techniques Step (26):... Step (75): ... Planning Step (5): … B 4. Organize the opportunity in themes Personalisation Step (10): … Step (21):... Step (39):... Deliberation Step (41): … C Tools, products or services Step (36): … Step (37): … Step (40): … D
38. 5. Ideate around the themes with Product, Commercial & other teams
39. 6. Identify your competitive edge. Where do you excel? Step 5 Step 8 Step 25 Step 30 Step 34 Step 35 Step 11 Step 15 Step 20 Step 28 Decide whether or not to repeat the look Step 50 8.0 14.0 8.5 14.5 15.5 10.0 9.0 16.0 5.5 7.0 14.0 14.9 Competitor #1 Competitor #2 # Opportunity score
40. 7. Select 3 underserved value propositions to test out with your Personas
41. 8. Craft your messaging & test, test, test.
42. 9.(Re)Plan your Go-to-market strategy DIFFERENTIATED STRATEGY Win underserved customers only DOMINANT STRATEGY Win all types of customers DISRUPTIVE STRATEGY Win overserved customers & rest DISCRETE STRATEGY Win customers with limited options Get job done BETTER Get job done SAME Charge MORE Charge LESS Source: Strategyn
43. Fine balance between Personas and Jobs.
44. Personas > Jobs WE OVEREMPHASIZE THE UNIMPORTANT RISK OF BIASED, PREJUDICED RESULTS
45. Personas < Jobs BURY THE EMOTIONAL & SOCIAL NEEDS TOO FUNCTIONAL, COLD
46. Do your business-as-usual work on Personas, but enrich it 1. Map out each stage & each step of the job 2. Calculate the opportunity score for each job step 3. Select areas of opportunity 4. Organize the opportunity in themes 5. Ideate around the themes with your team 6. Identify your competitive edge. Where do you excel? 7. Select 3 underserved value props & test with Personas 8. Craft your message & TEST 9. (Re)Plan your GTM strategy
47. Remember, Jobs.
49. Thank you GEORGIA DIACONESCU georgia.diaconescu@gmail.com @GeorgiaDCN