This is a brief introduction to looking at markets through the perspective of jobs that people are trying to get done. It was presented at the IXDS Design Expert Exchange on October 1st 2015.

1. SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS

2. SEEING
THROUGH
JOBS
SEEING
THROUGH
JOBS
ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE

3. WHAT DO
PEOPLE
WANT
WHATDO
PEOPLE
WANT

4. WARM-UPWARM-UP

5. WHICH PRODUCT OR SERVICE DID YOU
START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MINUTES EACH

6. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS

7. TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS
BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURES
FOCUSING ON COMPETITORS’
OFFERINGS

8. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.

9. PEOPLE DON’T JUST BUY STUFF.
THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURES
BUT EXPECTED OUTCOMES

10. THE CUSTOMER HAS
A JOB TO DO AND WILL HIRE
THE BEST PRODUCT OR SERVICE TO GET IT DONE.

12. WHAT IS A
JOB?
WHATISA
JOB

13. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS

14. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO

15. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION

16. FUNCTIONAL JOBS
EMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
FEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVED BY OTHERS

17. JOBS ARE FAIRLY CONSTANT

18. OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN

19. JOBS ARE SOLUTION-NEUTRAL

20. JOBS ARE SOLUTION-NEUTRAL
FOCUS ON
OUTCOMES PEOPLE WANT TO ACHIEVE,
THE PROBLEMS TO BE SOLVED AND
THE TASKS TO GET DONE

21. HOW TO
FIND THE
JOBS
HOWTO
FINDTHE
JOBS?

22. INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER

23. INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
REAL STORY
TRADE-OFFS
CONSIDERATION
SET

24. INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS

25. UNDERSTAND THEIR
DECISION-MAKING
PROCESS
CASUALITY
EVENTS

26. INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
ANALYZE THE
FORCES THAT MADE
THEM SWITCH

27. ANALYZE THE
FORCES THAT MADE
THEM SWITCH
STRUGGLES
MAGNETISM
OF THE NEW
ANXIETIES, FEARS
HABITS

28. FIRST
THOUGHT
CONSUMING
YAY OR NAY
PASSIVE
LOOKING
ACTIVE
LOOKING
DECIDING
EVENT
ONE
EVENT
TWO
INTERVIEW
PEOPLE WHO
SWITCHED FROM
ONE PRODUCT TO
ANOTHER
UNDERSTAND THEIR
DECISION-MAKING
PROCESS
ANALYZE THE
FORCES THAT MADE
THEM SWITCH
ANXIETY
OF THE NEW SOLUTION
HABIT
OF THE PRESENT
BUSINESSASUSUAL
NEWBEHAVIOUR
PUSH
OF THE SITUATION
PULL
OF THE NEW SOLUTION
YOU

29. JOB
STATEMENTS
JOB
STATEMENTS

30. MANAGE PERSONAL FINANCES AT HOME.
ACTION VERB OBJECT OF ACTION CONTEXTUAL
CLARIFIER

31. MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.

32. MANAGE PERSONAL FINANCES AT HOME WITHOUT
DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT
TO GIVE YOUR PRODUCT FOCUS.

33. MAKING
JOBS
ACTIONABLE
MAKING
JOBS
ACTIONABLE

34. ENTER
JOB STORIES

35. WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.

36. WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
SITUATION
NEED
GOAL

37. WHEN
I WANT TO
SO I CAN
I AM ON MY WAY
TO WORK AND IT’S
RAINING AND I AM
LATE,
GET THERE FAST AND
WITHOUT GETTING
WET,
AVOID FEELING
EMBARASSED IN
FRONT OF MY
COLLEAGUES.
SITUATION
NEED
GOAL

38. AS A
I WANT TO
SO I CAN
WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
WORKING SINGLE
PARENT
GET TO WORK
QUICKLY AND
WITHOUT DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
USER STORY JOB STORY

39. WHEN
I WANT TO
SO I CAN
I AM ON MY WAY TO
WORK,
GET THERE QUICKLY
AND WITHOUT
DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
AS A
I WANT TO
SO I CAN
WORKING SINGLE
PARENT
GET TO WORK
QUICKLY AND
WITHOUT DELAYS,
ATTEND MY
MORNING MEETING
ON TIME.
USER STORY JOB STORY
IRRELEVANT

40. STEPPING
UP THE
GAME
STEPPING
UPTHE
GAME

41. JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE
JTBD.INFO
ALAN KLEMENT
JOBSTOBEDONE.ORG
CHRIS SPIEK, BOB MOESTA
#JTBD
ANDREJ BALAZ
@DESIGNAMYTE