Practical jobs to be done

https://Mural.co

What is disruption for business

examples of disruption:

• Wikipedia
• Amazon
• Mp3
• …

GoToMeeting launched HD video calls, it justified the price point.

— Who doesn’t want a 10% better image quality?
— Everyone. Everyone doesn’t want it. #SiliconValleyHBO quoted at #uxlx 👌🏻

— [email protected] (@dotmariusz) May 25, 2017

The goals the customer has and what needs to be done.

Books:

• The innovator’s dillema
• The innovator’s solution

business loses focus on what the user is trying to do.

1 at the core of disruption is a relization that opportunity come from understanding the jobs people need to get done

there are competing approaches to this.

example, keyless locks.

We need to control access and feel safe: Function and emotion in the same context.

Maximize my ability to allow visitors in during the day.

Direction > Unit > Qualifier

Direction

• Minimize
• Reduce
• lower
• maximize
• increase
• higher

Disered outcomes survey

Unit

Qualifier

https://twitter.com/kristyokada/status/867684316872134656

@JimKalbach opportunity lies where something has high importance and low satisfaction #uxlx pic.twitter.com/1HhQOlMwlx

— Kristy Okada (@kristyokada) May 25, 2017

2 Give designers a way of capturing insight that leverages our skills for finding real business opportunities

1. discover value
2. design value
3. deliver value
4. (re)define value

discover value

'go out and talk to people' to uncover desired outcomes and business opportunities. @JimKalbach talks serious sense at #UXLX. #JTBD pic.twitter.com/cTT8xiqob0

— alberta soranzo (@albertatrebla) May 25, 2017

design value

When ____ , I want to ______, so i can

"What are the jobs users wants to get done?" Use: When _____ I want to ______So I can _________ #jimkalbach #uxlx #jtbd

— Stina Janson (@stinajanson) May 25, 2017

deliver value

shift language to JTBD

lose marketing jargon

redefine value

markets are boxes we put ourselves into.

don’t just develop a software, intuit competes with the pencil and not just other tax software solutions.

expand your market by adding new jobs to what you cover.

3 offers a practical ’lens’ to view various aspects of your organisation and shift the view from inside-out to inside-in

people don’t want a drill, they want a hole in the wall. theodore levit

Look at Value from customer perspective, not business one #JTBD #uxlx @JimKalbach pic.twitter.com/BRkMxir8xJ

— Matteo Barbero (@teoseattle) May 25, 2017