SlideShare una empresa de Scribd logo
1 de 58
UX Strategy & Jobs To Be done 
Jim Kalbach 
November 2014
@JimKalbach 
Principal UX Designer Citrix 
LIS Degree Rutgers University 
#jtbd
What is (UX) strategy?
“Air Sandwich“ 
A strategy is a set of hypotheses 
about cause and effect….and 
can be expressed by a sequence 
of if-then statements. ROBERT KAPLAN 
& DAVID NORTON 
“Linking the Balanced Scorecard to Strategy” 1996
“Air Sandwich“ 
At general management’s core is 
strategy: defining a company’s position, 
making trade-offs, and forging fit among 
activities …Strategy renders choices 
about what not to do as important as the 
choice about what to do. 
MICHAEL PORTER 
“What is strategy?” Harvard Business Review, 1996
“Air Sandwich“ 
A good strategy honestly 
acknowledges the challenges 
being faced and provides an 
approach to overcoming them.
Ripple Effect
Building strategy is a 
creative exercise to design 
a way of overcoming key 
challenges to reach a 
desired outcome with an 
interlocking set of choices 
for consistency in action.
Building strategy is a 
creative exercise to design 
a way of overcoming key 
challenges to reach a 
desired outcome with an 
interlocking set of choices 
for consistency in action.
Building strategy is a 
creative exercise to design 
a way of overcoming key 
challenges to reach a 
desired outcome with an 
interlocking set of choices 
for consistency in action.
Building strategy is a 
creative exercise to design 
a way of overcoming key 
challenges to reach a 
desired outcome with an 
interlocking set of choices 
for consistency in action.
Building strategy is a 
creative exercise to design 
a way of overcoming key 
challenges to reach a 
desired outcome with an 
interlocking set of choices 
for consistency in action.
“Air Sandwich“ 
But these choices beget more 
choices in the rest of the 
organization… Each level in 
the organization has its own 
strategic choice cascade.
UX Strategy 
UX strategy helps the business solve 
its problems through an interlocking 
set of choices that coordinates UX 
activity for a desired experience.
Elements of Strategy
5 Ps of Strategy 
1. Pattern – Trends from the past 
2. Position – Desired outcome 
3. Perspective – Philosophy of working 
4. Ploy – Out-maneuver opposing forces 
5. Plan – Course of action
5 Strategy Questions 
1. What's your winning aspiration? 
2. Where will you play? 
3. How will you win? 
4. What capabilities are needed? 
5. How will you manage strategy?
Strategic Questions 
LAFLEY & MARTIN MINTZBERG KEY QUESTIONS 
Pattern What challenges motivate action? 
Aspiration Position What are your aspirations? 
Playing field Perspective What will you focus on? 
How to win Ploy What are your guiding principles? 
Capabilities Plan What types of activities are needed? 
Management How will you measure success?
www.experiencinginformation.com
Einstein Media Co. 
Worldwide leader in scientific publishing 
ELEMENT BUSINESS STRATEGY 
Challenges 
Losing customers and revenue due to 
disruption and slipping market relevance 
Aspiration Reinvent the business to maintain leadership 
Focus Areas 
• Global 
• Research institutions 
• Online channels 
• Social media 
Guiding Principles Leverage scale and authority to win 
Activities 
• Acquire 
• Innovate business model 
• Refresh brand 
• Build expertise in social 
Measurements  Retention  Revenue 
EXAMPLE
Enable users to 
be discoverers 
of scientific 
breakthroughs
End 
consumers 
Communities, 
social 
Information 
interaction: 
finding & 
publishing 
Enable users to 
be discoverers 
of scientific 
breakthroughs
Enable users to 
be discoverers 
of scientific 
breakthroughs 
Modular, 
ubiquitous, 
but familiar 
formats 
Organize 
and design 
across 
workflows 
End 
consumers 
Communities, 
social 
Information 
interaction: 
finding & 
publishing
Ethnography 
Workflow 
models, 
touchpoint 
maps 
Guidelines and 
governance 
Enable users to 
be discoverers 
of scientific 
breakthroughs 
Modular, 
ubiquitous, 
but familiar 
formats 
Organize 
and design 
across 
workflows 
End 
consumers 
Communities, 
social 
Information 
interaction: 
finding & 
publishing
Ethnography 
Workflow 
models, 
touchpoint 
maps 
Guidelines and 
governance 
Enable users to 
be discoverers 
of scientific 
breakthroughs 
Modular, 
ubiquitous, 
but familiar 
formats 
Organize 
and design 
across 
workflows 
 
Satisfaction 
(SUS) 
% of UIs that 
comply to 
guidelines 
End 
consumers 
Communities, 
social 
Information 
interaction: 
finding & 
publishing
How do you know what to focus on?
Jobs To Be Done
The job, not the customer, 
is the fundamental unit of 
analysis for a marketer who 
hopes to develop products 
that customers will buy. 
CLAYTON CHRISTENSEN et al. 
“Marketing Malpracitce,“ HBR 2005
JTBD 
1. Understand users 
2. Map JTBD 
3. Identify opportunities 
4. Align efforts
1. Understand Users 
39 interviews/observations 
68 hours of audio 
1,488 pages of text 
793,281 words 
1,716 descrete tasks
2. Map JTBD 
A mental model helps you 
visualize how your business 
strategy looks compared to the 
existing user experience. Thus, 
it is a diagram that can support 
your experience strategy. 
Indi Young, Mental Models. Rosenfeld Media, 2008.
Find photos 
on computer 
Find photos 
uploaded 
from phone 
Upload 
photos to edit 
online 
Find photos 
on the go 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Find Photos
Find photos 
on computer 
Find photos 
uploaded 
from phone 
Upload 
photos to edit 
online 
Find photos 
on the go 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Goal Space Find Photos 
Tower 
Tasks
Find photos 
on computer 
Goal Space Find Photos 
Find photos 
uploaded 
from phone 
Upload 
photos to edit 
online 
Find photos 
on the go 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
File Transfer Search 
Mobile App 
Tower 
Tasks 
Support
2. Map JTBD
2. Map JTBD 
Tasks, towers, goals 
= 
JTBD 
Support 
Features 
Products 
Services
Map Future Concepts
3. Identify Opportunites with Customers 
TONY ULWICK
Importance
Satisfaction 
Importance
Satisfaction 
Importance
Desired Outcomes Statements 
Minimize my effort to find photos on the go
Desired Outcomes Statements 
Minimize my effort to find photos on the go 
Direction 
Minimize 
Reduce 
Maximize 
Increase
Desired Outcomes Statements 
Minimize my effort to find photos on the go 
Direction Unit 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort
Desired Outcomes Statements 
Minimize my effort to find photos on the go 
Direction Unit Qualifier or action 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort
Desired Outcomes Survey 
Minimize my effort to find photos on the go 
Very low Very high 
1 2 3 4 5 6 7 8 9 10 
A. How important is this to you? 
B. How well is this currently being satisfied?
Calculate Opportunity Scores 
Importance 
9 
Satisfaction 
3 
Satisfaction Gap = 6 
Importance + Satisfaction Gap = Opportunity score 
9 + 6 = 15
4. Align Efforts
4. Align Efforts 
Do 1st 
Do 2nd 
Do last
“It’s great to have this data to help make 
informed decisions. I’m looking forward 
to incorporating it more and more.” 
PRODUCT LEAD
“Air Sandwich“ 
A strategy is a set of hypotheses 
about cause and effect….and 
can be expressed by a sequence 
of if-then statements. 
ROBERT KAPLAN 
& DAVID NORTON 
“Linking the Balanced Scorecard to Strategy” 1996
Danke schön 
@JimKalbach

Más contenido relacionado

La actualidad más candente

UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.
UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.
UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.UXPA UK
 
UX STRAT Online 2020: Victoria Sosik, Verizon
UX STRAT Online 2020: Victoria Sosik, VerizonUX STRAT Online 2020: Victoria Sosik, Verizon
UX STRAT Online 2020: Victoria Sosik, VerizonUX STRAT
 
UX Maturity Models
UX Maturity Models   UX Maturity Models
UX Maturity Models Gena Drahun
 
Jobs to be done framework
Jobs to be done frameworkJobs to be done framework
Jobs to be done frameworkAslam Hirani
 
UX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & designUX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & designMorgan McKeagney
 
UX & UI Design - Differentiate through design
UX & UI Design - Differentiate through designUX & UI Design - Differentiate through design
UX & UI Design - Differentiate through designDMI
 
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, ExpediaUX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, ExpediaUX STRAT
 
Design sprint slideshare
Design sprint slideshareDesign sprint slideshare
Design sprint slideshareFaren faren
 
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Anna Dahlström
 
UX Metrics for Enterprise
UX Metrics for EnterpriseUX Metrics for Enterprise
UX Metrics for EnterpriseNoemie PRIN
 
Intro to UX: Enterprise UX
Intro to UX: Enterprise UXIntro to UX: Enterprise UX
Intro to UX: Enterprise UXBart Van Hecke
 
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop] Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop] Kate Rutter
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignJoan Lumanauw
 
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)Wolfram Nagel
 
Design Thinking Sprint (3 Hours)
Design Thinking Sprint (3 Hours)Design Thinking Sprint (3 Hours)
Design Thinking Sprint (3 Hours)Stanislaw Eysmont
 

La actualidad más candente (20)

UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.
UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.
UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.
 
UX STRAT Online 2020: Victoria Sosik, Verizon
UX STRAT Online 2020: Victoria Sosik, VerizonUX STRAT Online 2020: Victoria Sosik, Verizon
UX STRAT Online 2020: Victoria Sosik, Verizon
 
UX Maturity Models
UX Maturity Models   UX Maturity Models
UX Maturity Models
 
Jobs to be done framework
Jobs to be done frameworkJobs to be done framework
Jobs to be done framework
 
UX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & designUX 101: A quick & dirty introduction to user experience strategy & design
UX 101: A quick & dirty introduction to user experience strategy & design
 
UX & UI Design - Differentiate through design
UX & UI Design - Differentiate through designUX & UI Design - Differentiate through design
UX & UI Design - Differentiate through design
 
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, ExpediaUX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
UX STRAT Europe 2021 Workshop: Jules Skopp, Expedia
 
Design sprint slideshare
Design sprint slideshareDesign sprint slideshare
Design sprint slideshare
 
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
 
UX workshop
UX workshopUX workshop
UX workshop
 
UX Metrics for Enterprise
UX Metrics for EnterpriseUX Metrics for Enterprise
UX Metrics for Enterprise
 
The Importance of UX
The Importance of UXThe Importance of UX
The Importance of UX
 
Intro to UX: Enterprise UX
Intro to UX: Enterprise UXIntro to UX: Enterprise UX
Intro to UX: Enterprise UX
 
WTF is a Product Roadmap?
WTF is a Product Roadmap?WTF is a Product Roadmap?
WTF is a Product Roadmap?
 
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop] Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]
Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered Design
 
UX design
UX designUX design
UX design
 
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)
Customer-Centric Value Creation (with a Jobs-To-Be-Done Mindset)
 
Ux design-fundamentals
Ux design-fundamentalsUx design-fundamentals
Ux design-fundamentals
 
Design Thinking Sprint (3 Hours)
Design Thinking Sprint (3 Hours)Design Thinking Sprint (3 Hours)
Design Thinking Sprint (3 Hours)
 

Destacado

UX Strategy Blueprint
UX Strategy BlueprintUX Strategy Blueprint
UX Strategy BlueprintJim Kalbach
 
Rapid Techniques for Mapping Experiences
Rapid Techniques for Mapping ExperiencesRapid Techniques for Mapping Experiences
Rapid Techniques for Mapping ExperiencesJim Kalbach
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences Jim Kalbach
 
Mapping Experiences WIAD Richmond
Mapping Experiences WIAD RichmondMapping Experiences WIAD Richmond
Mapping Experiences WIAD RichmondJim Kalbach
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences Jim Kalbach
 
Visualizing UX for Remote Design
Visualizing UX for Remote DesignVisualizing UX for Remote Design
Visualizing UX for Remote DesignJim Kalbach
 
Mapping Experience -- Jim Kalbach UXSTRAT 15
Mapping Experience -- Jim Kalbach UXSTRAT 15Mapping Experience -- Jim Kalbach UXSTRAT 15
Mapping Experience -- Jim Kalbach UXSTRAT 15Jim Kalbach
 
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to ActionMapping Experiences: From Insight to Action
Mapping Experiences: From Insight to ActionJim Kalbach
 
Strategy Blueprint for Agile
Strategy Blueprint for AgileStrategy Blueprint for Agile
Strategy Blueprint for AgileJim Kalbach
 
Remote Design with MURAL
Remote Design with MURALRemote Design with MURAL
Remote Design with MURALJim Kalbach
 
The Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - PrototypeThe Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - PrototypeHelge Tennø
 
Mapping Experiences Fluxible 2015
Mapping Experiences Fluxible 2015Mapping Experiences Fluxible 2015
Mapping Experiences Fluxible 2015Jim Kalbach
 
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)Christian Lafrance
 
Visualizing Value with Alignment Diagrams
Visualizing Value with Alignment DiagramsVisualizing Value with Alignment Diagrams
Visualizing Value with Alignment DiagramsJim Kalbach
 
Customer Success: Yeah, That's A Thing
Customer Success: Yeah, That's A ThingCustomer Success: Yeah, That's A Thing
Customer Success: Yeah, That's A ThingJim Kalbach
 
Effective Remote Design
Effective Remote DesignEffective Remote Design
Effective Remote DesignJim Kalbach
 
Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyJim Kalbach
 
Search Patterns: An Early Talk
Search Patterns: An Early TalkSearch Patterns: An Early Talk
Search Patterns: An Early TalkPeter Morville
 

Destacado (20)

Jobs To Be Done
Jobs To Be DoneJobs To Be Done
Jobs To Be Done
 
UX Strategy Blueprint
UX Strategy BlueprintUX Strategy Blueprint
UX Strategy Blueprint
 
Rapid Techniques for Mapping Experiences
Rapid Techniques for Mapping ExperiencesRapid Techniques for Mapping Experiences
Rapid Techniques for Mapping Experiences
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences
 
Mapping Experiences WIAD Richmond
Mapping Experiences WIAD RichmondMapping Experiences WIAD Richmond
Mapping Experiences WIAD Richmond
 
Mapping Experiences
Mapping Experiences Mapping Experiences
Mapping Experiences
 
Visualizing UX for Remote Design
Visualizing UX for Remote DesignVisualizing UX for Remote Design
Visualizing UX for Remote Design
 
Mapping Experience -- Jim Kalbach UXSTRAT 15
Mapping Experience -- Jim Kalbach UXSTRAT 15Mapping Experience -- Jim Kalbach UXSTRAT 15
Mapping Experience -- Jim Kalbach UXSTRAT 15
 
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to ActionMapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
 
Strategy Blueprint for Agile
Strategy Blueprint for AgileStrategy Blueprint for Agile
Strategy Blueprint for Agile
 
Remote Design with MURAL
Remote Design with MURALRemote Design with MURAL
Remote Design with MURAL
 
The Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - PrototypeThe Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - Prototype
 
Mapping Experiences Fluxible 2015
Mapping Experiences Fluxible 2015Mapping Experiences Fluxible 2015
Mapping Experiences Fluxible 2015
 
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)
 
Visualizing Value with Alignment Diagrams
Visualizing Value with Alignment DiagramsVisualizing Value with Alignment Diagrams
Visualizing Value with Alignment Diagrams
 
Remote Design
Remote DesignRemote Design
Remote Design
 
Customer Success: Yeah, That's A Thing
Customer Success: Yeah, That's A ThingCustomer Success: Yeah, That's A Thing
Customer Success: Yeah, That's A Thing
 
Effective Remote Design
Effective Remote DesignEffective Remote Design
Effective Remote Design
 
Aplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX StrategyAplplying Jobs To Be Done To UX Strategy
Aplplying Jobs To Be Done To UX Strategy
 
Search Patterns: An Early Talk
Search Patterns: An Early TalkSearch Patterns: An Early Talk
Search Patterns: An Early Talk
 

Similar a UX Strategy and Jobs To Be Done

The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)
The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)
The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)NYCUXPA
 
Getting started with UX research October 2017.pptx
Getting started with UX research October 2017.pptxGetting started with UX research October 2017.pptx
Getting started with UX research October 2017.pptxCarol Rossi
 
Creating a Core Strategy with the UX Strategy Blueprint
Creating a Core Strategy with the UX Strategy BlueprintCreating a Core Strategy with the UX Strategy Blueprint
Creating a Core Strategy with the UX Strategy BlueprintJim Kalbach
 
Trio of Trouble - Design Thinking, Lean, and Agile
Trio of Trouble - Design Thinking, Lean, and AgileTrio of Trouble - Design Thinking, Lean, and Agile
Trio of Trouble - Design Thinking, Lean, and AgileJonny Schneider
 
Strategy PROCESS, QUESTIONS & RESOURCES
Strategy PROCESS, QUESTIONS & RESOURCESStrategy PROCESS, QUESTIONS & RESOURCES
Strategy PROCESS, QUESTIONS & RESOURCESItamar Medeiros
 
Uxpin guide to_usability_testing
Uxpin guide to_usability_testingUxpin guide to_usability_testing
Uxpin guide to_usability_testingimdurgesh
 
Random Collection of Marketing Slides, Lean, Action Research
Random Collection of Marketing Slides, Lean, Action Research Random Collection of Marketing Slides, Lean, Action Research
Random Collection of Marketing Slides, Lean, Action Research Business901
 
How do you know you're ready for a Design Sprint?
How do you know you're ready for a Design Sprint?How do you know you're ready for a Design Sprint?
How do you know you're ready for a Design Sprint?Highland
 
International User research eGuide - Usability247
International User research eGuide - Usability247 International User research eGuide - Usability247
International User research eGuide - Usability247 UX247
 
Bringing User-Centered Design Practices into Agile Development Projects
Bringing User-CenteredDesign Practices intoAgile Development ProjectsBringing User-CenteredDesign Practices intoAgile Development Projects
Bringing User-Centered Design Practices into Agile Development Projectsabcd82
 
Management Planning
Management PlanningManagement Planning
Management Planningshyam prasad
 
Human Centred Design for Campaigning
Human Centred Design for CampaigningHuman Centred Design for Campaigning
Human Centred Design for CampaigningFairSay
 
Proven Strategies for increasing Adoption and Engagement
Proven Strategies for increasing Adoption and EngagementProven Strategies for increasing Adoption and Engagement
Proven Strategies for increasing Adoption and EngagementChristian Buckley
 
Vision to Action
Vision to ActionVision to Action
Vision to ActionSkillweed
 
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT
 
Business901 2020 LinkedIn Slidedeck
Business901 2020 LinkedIn SlidedeckBusiness901 2020 LinkedIn Slidedeck
Business901 2020 LinkedIn SlidedeckBusiness901
 
Lean Service Design Workbook
Lean Service Design WorkbookLean Service Design Workbook
Lean Service Design WorkbookBusiness901
 
Q n 1 strategic mgt
Q n 1 strategic mgtQ n 1 strategic mgt
Q n 1 strategic mgtkrehan85
 

Similar a UX Strategy and Jobs To Be Done (20)

Design process
Design processDesign process
Design process
 
The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)
The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)
The UX Strategy Blueprint - Jim Kalbach (NYC UXPA, June 9, 2015)
 
Getting started with UX research October 2017.pptx
Getting started with UX research October 2017.pptxGetting started with UX research October 2017.pptx
Getting started with UX research October 2017.pptx
 
Creating a Core Strategy with the UX Strategy Blueprint
Creating a Core Strategy with the UX Strategy BlueprintCreating a Core Strategy with the UX Strategy Blueprint
Creating a Core Strategy with the UX Strategy Blueprint
 
Trio of Trouble - Design Thinking, Lean, and Agile
Trio of Trouble - Design Thinking, Lean, and AgileTrio of Trouble - Design Thinking, Lean, and Agile
Trio of Trouble - Design Thinking, Lean, and Agile
 
Strategy PROCESS, QUESTIONS & RESOURCES
Strategy PROCESS, QUESTIONS & RESOURCESStrategy PROCESS, QUESTIONS & RESOURCES
Strategy PROCESS, QUESTIONS & RESOURCES
 
Ux
UxUx
Ux
 
Uxpin guide to_usability_testing
Uxpin guide to_usability_testingUxpin guide to_usability_testing
Uxpin guide to_usability_testing
 
Random Collection of Marketing Slides, Lean, Action Research
Random Collection of Marketing Slides, Lean, Action Research Random Collection of Marketing Slides, Lean, Action Research
Random Collection of Marketing Slides, Lean, Action Research
 
How do you know you're ready for a Design Sprint?
How do you know you're ready for a Design Sprint?How do you know you're ready for a Design Sprint?
How do you know you're ready for a Design Sprint?
 
International User research eGuide - Usability247
International User research eGuide - Usability247 International User research eGuide - Usability247
International User research eGuide - Usability247
 
Bringing User-Centered Design Practices into Agile Development Projects
Bringing User-CenteredDesign Practices intoAgile Development ProjectsBringing User-CenteredDesign Practices intoAgile Development Projects
Bringing User-Centered Design Practices into Agile Development Projects
 
Management Planning
Management PlanningManagement Planning
Management Planning
 
Human Centred Design for Campaigning
Human Centred Design for CampaigningHuman Centred Design for Campaigning
Human Centred Design for Campaigning
 
Proven Strategies for increasing Adoption and Engagement
Proven Strategies for increasing Adoption and EngagementProven Strategies for increasing Adoption and Engagement
Proven Strategies for increasing Adoption and Engagement
 
Vision to Action
Vision to ActionVision to Action
Vision to Action
 
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
 
Business901 2020 LinkedIn Slidedeck
Business901 2020 LinkedIn SlidedeckBusiness901 2020 LinkedIn Slidedeck
Business901 2020 LinkedIn Slidedeck
 
Lean Service Design Workbook
Lean Service Design WorkbookLean Service Design Workbook
Lean Service Design Workbook
 
Q n 1 strategic mgt
Q n 1 strategic mgtQ n 1 strategic mgt
Q n 1 strategic mgt
 

Más de Jim Kalbach

Revolutionizing JTBD Research: Evan Shore on AI
Revolutionizing JTBD Research: Evan Shore on AIRevolutionizing JTBD Research: Evan Shore on AI
Revolutionizing JTBD Research: Evan Shore on AIJim Kalbach
 
Rapid Mapping for Sprints
Rapid Mapping for SprintsRapid Mapping for Sprints
Rapid Mapping for SprintsJim Kalbach
 
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop PresentationMapping Experiences - Workshop Presentation
Mapping Experiences - Workshop PresentationJim Kalbach
 
Mapping Experiences - O'Reilly Design Conference 2017
Mapping Experiences - O'Reilly Design Conference 2017Mapping Experiences - O'Reilly Design Conference 2017
Mapping Experiences - O'Reilly Design Conference 2017Jim Kalbach
 
Mapping Experiences: From Insight To Action
Mapping Experiences: From Insight To ActionMapping Experiences: From Insight To Action
Mapping Experiences: From Insight To ActionJim Kalbach
 
Undiscovered Public Knowledge and IA
Undiscovered Public Knowledge and IAUndiscovered Public Knowledge and IA
Undiscovered Public Knowledge and IAJim Kalbach
 
Designing For Discovery With Faceted Navigation
Designing For Discovery With Faceted NavigationDesigning For Discovery With Faceted Navigation
Designing For Discovery With Faceted NavigationJim Kalbach
 
Human Factors in Innovation: Designing for Adoption
Human Factors in Innovation: Designing for AdoptionHuman Factors in Innovation: Designing for Adoption
Human Factors in Innovation: Designing for AdoptionJim Kalbach
 

Más de Jim Kalbach (10)

Revolutionizing JTBD Research: Evan Shore on AI
Revolutionizing JTBD Research: Evan Shore on AIRevolutionizing JTBD Research: Evan Shore on AI
Revolutionizing JTBD Research: Evan Shore on AI
 
Rapid Mapping for Sprints
Rapid Mapping for SprintsRapid Mapping for Sprints
Rapid Mapping for Sprints
 
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop PresentationMapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
 
Mapping Experiences - O'Reilly Design Conference 2017
Mapping Experiences - O'Reilly Design Conference 2017Mapping Experiences - O'Reilly Design Conference 2017
Mapping Experiences - O'Reilly Design Conference 2017
 
Mapping Experiences: From Insight To Action
Mapping Experiences: From Insight To ActionMapping Experiences: From Insight To Action
Mapping Experiences: From Insight To Action
 
Undiscovered Public Knowledge and IA
Undiscovered Public Knowledge and IAUndiscovered Public Knowledge and IA
Undiscovered Public Knowledge and IA
 
Commercial R&D
Commercial R&DCommercial R&D
Commercial R&D
 
The Ask
The AskThe Ask
The Ask
 
Designing For Discovery With Faceted Navigation
Designing For Discovery With Faceted NavigationDesigning For Discovery With Faceted Navigation
Designing For Discovery With Faceted Navigation
 
Human Factors in Innovation: Designing for Adoption
Human Factors in Innovation: Designing for AdoptionHuman Factors in Innovation: Designing for Adoption
Human Factors in Innovation: Designing for Adoption
 

Último

Hire 💕 8617697112 Meerut Call Girls Service Call Girls Agency
Hire 💕 8617697112 Meerut Call Girls Service Call Girls AgencyHire 💕 8617697112 Meerut Call Girls Service Call Girls Agency
Hire 💕 8617697112 Meerut Call Girls Service Call Girls AgencyNitya salvi
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...BarusRa
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...instagramfab782445
 
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证eeanqy
 
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...SUHANI PANDEY
 
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...kumaririma588
 
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)amitlee9823
 
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...Pooja Nehwal
 
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdfJordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdfamanda2495
 
call girls in Dakshinpuri (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️
call girls in Dakshinpuri  (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️call girls in Dakshinpuri  (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️
call girls in Dakshinpuri (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️9953056974 Low Rate Call Girls In Saket, Delhi NCR
 
Design Inspiration for College by Slidesgo.pptx
Design Inspiration for College by Slidesgo.pptxDesign Inspiration for College by Slidesgo.pptx
Design Inspiration for College by Slidesgo.pptxTusharBahuguna2
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Standamitlee9823
 
Q4-W4-SCIENCE-5 power point presentation
Q4-W4-SCIENCE-5 power point presentationQ4-W4-SCIENCE-5 power point presentation
Q4-W4-SCIENCE-5 power point presentationZenSeloveres
 
Sweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptxSweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptxbingyichin04
 
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...Pooja Nehwal
 
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...Delhi Call girls
 
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...amitlee9823
 
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...amitlee9823
 
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...home
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Websitemark11275
 

Último (20)

Hire 💕 8617697112 Meerut Call Girls Service Call Girls Agency
Hire 💕 8617697112 Meerut Call Girls Service Call Girls AgencyHire 💕 8617697112 Meerut Call Girls Service Call Girls Agency
Hire 💕 8617697112 Meerut Call Girls Service Call Girls Agency
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
 
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
 
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
 
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
 
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
 
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
 
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdfJordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
 
call girls in Dakshinpuri (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️
call girls in Dakshinpuri  (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️call girls in Dakshinpuri  (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️
call girls in Dakshinpuri (DELHI) 🔝 >༒9953056974 🔝 genuine Escort Service 🔝✔️✔️
 
Design Inspiration for College by Slidesgo.pptx
Design Inspiration for College by Slidesgo.pptxDesign Inspiration for College by Slidesgo.pptx
Design Inspiration for College by Slidesgo.pptx
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
 
Q4-W4-SCIENCE-5 power point presentation
Q4-W4-SCIENCE-5 power point presentationQ4-W4-SCIENCE-5 power point presentation
Q4-W4-SCIENCE-5 power point presentation
 
Sweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptxSweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptx
 
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Gi...
 
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
 
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
 
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
 
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Website
 

UX Strategy and Jobs To Be Done

  • 1. UX Strategy & Jobs To Be done Jim Kalbach November 2014
  • 2. @JimKalbach Principal UX Designer Citrix LIS Degree Rutgers University #jtbd
  • 3. What is (UX) strategy?
  • 4. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  • 5. “Air Sandwich“ At general management’s core is strategy: defining a company’s position, making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
  • 6. “Air Sandwich“ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them.
  • 7.
  • 9. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 10. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 11. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 12. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 13. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  • 14. “Air Sandwich“ But these choices beget more choices in the rest of the organization… Each level in the organization has its own strategic choice cascade.
  • 15. UX Strategy UX strategy helps the business solve its problems through an interlocking set of choices that coordinates UX activity for a desired experience.
  • 17. 5 Ps of Strategy 1. Pattern – Trends from the past 2. Position – Desired outcome 3. Perspective – Philosophy of working 4. Ploy – Out-maneuver opposing forces 5. Plan – Course of action
  • 18. 5 Strategy Questions 1. What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy?
  • 19. Strategic Questions LAFLEY & MARTIN MINTZBERG KEY QUESTIONS Pattern What challenges motivate action? Aspiration Position What are your aspirations? Playing field Perspective What will you focus on? How to win Ploy What are your guiding principles? Capabilities Plan What types of activities are needed? Management How will you measure success?
  • 21. Einstein Media Co. Worldwide leader in scientific publishing ELEMENT BUSINESS STRATEGY Challenges Losing customers and revenue due to disruption and slipping market relevance Aspiration Reinvent the business to maintain leadership Focus Areas • Global • Research institutions • Online channels • Social media Guiding Principles Leverage scale and authority to win Activities • Acquire • Innovate business model • Refresh brand • Build expertise in social Measurements  Retention  Revenue EXAMPLE
  • 22.
  • 23.
  • 24. Enable users to be discoverers of scientific breakthroughs
  • 25. End consumers Communities, social Information interaction: finding & publishing Enable users to be discoverers of scientific breakthroughs
  • 26. Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows End consumers Communities, social Information interaction: finding & publishing
  • 27. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows End consumers Communities, social Information interaction: finding & publishing
  • 28. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows  Satisfaction (SUS) % of UIs that comply to guidelines End consumers Communities, social Information interaction: finding & publishing
  • 29. How do you know what to focus on?
  • 30. Jobs To Be Done
  • 31.
  • 32. The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. CLAYTON CHRISTENSEN et al. “Marketing Malpracitce,“ HBR 2005
  • 33.
  • 34. JTBD 1. Understand users 2. Map JTBD 3. Identify opportunities 4. Align efforts
  • 35. 1. Understand Users 39 interviews/observations 68 hours of audio 1,488 pages of text 793,281 words 1,716 descrete tasks
  • 36. 2. Map JTBD A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. Indi Young, Mental Models. Rosenfeld Media, 2008.
  • 37. Find photos on computer Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos Find Photos
  • 38. Find photos on computer Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos Goal Space Find Photos Tower Tasks
  • 39. Find photos on computer Goal Space Find Photos Find photos uploaded from phone Upload photos to edit online Find photos on the go Search photo library on mobile phone Get photos from social or cloud service Look in organized file structure Dig through unorganized photos File Transfer Search Mobile App Tower Tasks Support
  • 41. 2. Map JTBD Tasks, towers, goals = JTBD Support Features Products Services
  • 43. 3. Identify Opportunites with Customers TONY ULWICK
  • 47. Desired Outcomes Statements Minimize my effort to find photos on the go
  • 48. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Minimize Reduce Maximize Increase
  • 49. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Unit Minimize Reduce Maximize Increase Time Access Ability Effort
  • 50. Desired Outcomes Statements Minimize my effort to find photos on the go Direction Unit Qualifier or action Minimize Reduce Maximize Increase Time Access Ability Effort
  • 51. Desired Outcomes Survey Minimize my effort to find photos on the go Very low Very high 1 2 3 4 5 6 7 8 9 10 A. How important is this to you? B. How well is this currently being satisfied?
  • 52. Calculate Opportunity Scores Importance 9 Satisfaction 3 Satisfaction Gap = 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
  • 54. 4. Align Efforts Do 1st Do 2nd Do last
  • 55. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCT LEAD
  • 56. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  • 57.