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Fishing for the Jobs to be Done - JTBD Interviewing Part 1

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Jobs to be Done puts customer insights first and helps to uncover the story of customers' decision-making leading to commitment to a new product or service.

In this first part, I focused on the basic terminology of the JTDB framework. You will find an introduction to The Switch and the two helpful interviewing tools: the Forces Diagram and The Timeline. These tools help you to see your customers' switching to a new solution as a long process fueled by emotions, social interactions and functional considerations. The presentation highlights why interviewing Switchers can get you valuable, first-hand insights that help focusing your product design, strategy and marketing efforts.

In the subsequent parts, we will talk about the interviewing process itself and how to make the outcomes actionable.

This is a presentation originally held on the JTBD Meetup Berlin. Come and join us on http://www.meetup.com/Berlin-Jobs-To-Be-Done-Meetup/

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Fishing for the Jobs to be Done - JTBD Interviewing Part 1

  1. 1. FISHING FOR THE JOBS TO BE DONE FISHINGFOR THEJOBSTO BEDONE
  2. 2. FISHING FOR THE JOBS TO BE DONE FISHINGFOR THEJOBSTO BEDONE ANDREJ BALAZ SENIOR UX DESIGNER AT THINK MOTO @DESIGNAMYTE
  3. 3. THE SWITCH THE FOUR FORCES OF PROGRESS FISHING FOR THE STORY
  4. 4. THE SWITCHTHESWITCH
  5. 5. THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE TOWARDS A NEW SOLUTION. BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP
  6. 6. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM.
  7. 7. PEOPLE DON’T JUST BUY STUFF. THEY BUY WHAT STUFF DOES FOR THEM. NOT FEATURES BUT EXPECTED OUTCOMES
  8. 8. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT.
  9. 9. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY
  10. 10. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS
  11. 11. INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE TO HIRE OR FIRE A PRODUCT. REAL STORY TRADE-OFFS CONSIDERATION SET
  12. 12. WHAT MAKES PEOPLE SWITCH WHATMAKES PEOPLE SWITCH
  13. 13. YOUBUSINESS AS USUAL NEW BEHAVIOUR
  14. 14. ANXIETY OF THE NEW SOLUTION HABIT OF THE PRESENT BUSINESSASUSUAL NEWBEHAVIOUR PUSH OF THE SITUATION PULL OF THE NEW SOLUTION YOU
  15. 15. GETTING TO THE STORY GETTINGTO THESTORY
  16. 16. FIRST THOUGHT
  17. 17. FIRST THOUGHT CONSUMING YAY OR NAY PASSIVE LOOKING ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO
  18. 18. I’m not putting in any real energy, but I start noticing options I’m investing energy and time into finding a solution. I’ve narrowed my options to two or three. I understand my crieteria. I’ve used it for a while and I understand if it does the job or not. I’ve had enough. This needs to get solved. If I don’t get this solved by a certain time, it’s not going to be good. I’ve paid money. There is no going back. I’ve comitted. CONSUMING YAY OR NAY ACTIVE LOOKING DECIDING EVENT ONE EVENT TWO PASSIVE LOOKING FIRST THOUGHT What I have might not be working anymore
  19. 19. NEXT UPNEXTUP
  20. 20. TIPS FOR INTERVIEWING & NOTE TAKING HOW TO MAKE JTBD ACTIONABLE?
  21. 21. JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA #JTBD ANDREJ BALAZ BALAZ.DE @DESIGNAMYTE JTBD.INFO ALAN KLEMENT JOBSTOBEDONE.ORG CHRIS SPIEK, BOB MOESTA #JTBD ANDREJ BALAZ BALAZ.DE @DESIGNAMYTE

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