In their UXRiga talk Alan and Eric were showing how designers use Jobs To Be Done to evolve markets and consumers.

1. Designing for Prosthetic
Gods
How designers use
Jobs to be Done
to evolve markets and consumers

2. How can JTBD help you
grow as a designer
?

3. Offers you a collection of building blocks you can
use to construct an experience that customers
will want to buy and use.
Gives you a new point of view that helps you make
better design decisions.

4. Offers you a collection of building blocks you can
use to construct an experience that customers
will want to buy and use.
Gives you a new point of view that helps you make
better design decisions.

5. …what point of view do you use to
describe market behavior?
When you design…

6. …what point of view do you use to
describe market behavior?
When you design…

7. customer centric
customer driven
customer focused
data driven
data informed
product centric
innovation driven
outcome driven
needs driven

8. What is
Uber
?
What
markets
are in play ?
What
customer “needs”
are addressed ?

9. What is
Uber
?
What
markets
are in play ?
What
customer “needs”
are addressed ?

10. What is
Uber
?
What
markets
are in play ?
What
customer “needs”
are addressed ?

11. Old way
New way
No longer owning a car or
using the car I own less
Transportation using a car I own

12. Old way
New way
No longer owning a car or
using the car I own less
Transportation using a car I own

13. Old way
New way
Using a mobile app to have a
car pick me up
Calling a car service to have a car
pick me up

14. Old way
New way
Using a mobile app to have a
car pick me up
Calling a car service to have a car
pick me up

15. Old way
New way
When I travel for business, I
use my smartphone to call an
Uber car
When I traveled for business, I
rented a car to get around

16. Old way
New way
When I travel for business, I
use my smartphone to call an
Uber car
When I traveled for business, I
rented a car to get around

17. Old way
New way
Using a car service without having to
know where I am or the address of
where I’m trying to get to
Not using a taxi because I don’t know
where I was or the address of where
I’m trying to get to

18. Old way
New way
Using a car service without having to
know where I am or the address of
where I’m trying to get to
Not using a taxi because I don’t know
where I was or the address of where
I’m trying to get to

19. Old way
New way
Saudi women can
travel independently
Saudi women could not travel
independently

20. Old way
New way
Saudi women can
travel independently
Saudi women could not travel
independently

21. Do Eric and Alan share the same
point of view of markets?

23. Who understands best
the elephant?

24. Who understands
best how to make a
successful product?

25. The designer who has an
outside view
of markets

26. Jobs to be Done

27. Prosthetic
Gods
Humans purposefully evolve

31. Desideratum

32. Control
Growth
Self-expression
Recognition
Belonging
Caring
Understanding

33. Innovation happens when
desideratum are redefined

34. Innovation happens when
desideratum are redefined

35. Innovation happens when
desideratum are redefined

37. Jobs to be Done

38. Emergence
The Job to be Done gains momentum
and creates consumer shopping behavior
Integration
Customer starts adapting
to the new desideratum & innovation
Synthesis
Essential parts interact and
start the Job to be Done
Market
of today
Consumer images how
new desideratum benefit them
Consumer buys the
innovation and creates
“new me” expectations
The consumer trusts the
information about the
innovation and desideratum
Customer brings
innovation into their life
and lives a new desideratum
Consumer
desideratum 1.0
Customer sees the desideratum
as relevant to them
Producer creates innovation that
taps into and updates
the consumer’s desideratum
Consumer starts designing
a “new me” based
upon desideratum
Expectation matching. Does the
customer like the new
new desideratum & innovation?
The consumer might reject the product
but still want the “new me” it promised.
In this case, the consumer reengages
in shopping and chooses another product
Job to be Done
ends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time

39. Emergence
The Job to be Done gains momentum
and creates consumer shopping behavior
Integration
Customer starts adapting
to the new desideratum & innovation
Synthesis
Essential parts interact and
start the Job to be Done
Market
of today
Consumer images how
new desideratum benefit them
Consumer buys the
innovation and creates
“new me” expectations
The consumer trusts the
information about the
innovation and desideratum
Customer brings
innovation into their life
and lives a new desideratum
Consumer
desideratum 1.0
Customer sees the desideratum
as relevant to them
Producer creates innovation that
taps into and updates
the consumer’s desideratum
Consumer starts designing
a “new me” based
upon desideratum
Expectation matching. Does the
customer like the new
new desideratum & innovation?
The consumer might reject the product
but still want the “new me” it promised.
In this case, the consumer reengages
in shopping and chooses another product
Job to be Done
ends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time

40. Emergence
The Job to be Done gains momentum
and creates consumer shopping behavior
Integration
Customer starts adapting
to the new desideratum & innovation
Synthesis
Essential parts interact and
start the Job to be Done
Market
of today
Consumer images how
new desideratum benefit them
Consumer buys the
innovation and creates
“new me” expectations
The consumer trusts the
information about the
innovation and desideratum
Customer brings
innovation into their life
and lives a new desideratum
Consumer
desideratum 1.0
Customer sees the desideratum
as relevant to them
Producer creates innovation that
taps into and updates
the consumer’s desideratum
Consumer starts designing
a “new me” based
upon desideratum
Expectation matching. Does the
customer like the new
new desideratum & innovation?
The consumer might reject the product
but still want the “new me” it promised.
In this case, the consumer reengages
in shopping and chooses another product
Job to be Done
ends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time

41. Emergence
The Job to be Done gains momentum
and creates consumer shopping behavior
Integration
Customer starts adapting
to the new desideratum & innovation
Synthesis
Essential parts interact and
start the Job to be Done
Market
of today
Consumer images how
new desideratum benefit them
Consumer buys the
innovation and creates
“new me” expectations
The consumer trusts the
information about the
innovation and desideratum
Customer brings
innovation into their life
and lives a new desideratum
Consumer
desideratum 1.0
Customer sees the desideratum
as relevant to them
Producer creates innovation that
taps into and updates
the consumer’s desideratum
Consumer starts designing
a “new me” based
upon desideratum
Expectation matching. Does the
customer like the new
new desideratum & innovation?
The consumer might reject the product
but still want the “new me” it promised.
In this case, the consumer reengages
in shopping and chooses another product
Job to be Done
ends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time

42. Emergence
The Job to be Done gains momentum
and creates consumer shopping behavior
Integration
Customer starts adapting
to the new desideratum & innovation
Synthesis
Essential parts interact and
start the Job to be Done
Market
of today
Consumer images how
new desideratum benefit them
Consumer buys the
innovation and creates
“new me” expectations
The consumer trusts the
information about the
innovation and desideratum
Customer brings
innovation into their life
and lives a new desideratum
Consumer
desideratum 1.0
Customer sees the desideratum
as relevant to them
Producer creates innovation that
taps into and updates
the consumer’s desideratum
Consumer starts designing
a “new me” based
upon desideratum
Expectation matching. Does the
customer like the new
new desideratum & innovation?
The consumer might reject the product
but still want the “new me” it promised.
In this case, the consumer reengages
in shopping and chooses another product
Job to be Done
ends
Consumer has desideratum 2.0
Market evolves
Producer gains new revenue
Consumer buys a new product for first time

43. Get started today

44. When you design, start by identifying what
desideratum you wish to tap into and update.
Identify your competition
(from your customer’s point of view)
Have a clear vision of how your change is
going to increase revenue.
Maintain an outside view

45. When you design, start by identifying what
desideratum you wish to tap into and update.
Identify your competition
(from your customer’s point of view)
Have a clear vision of how your change is
going to increase revenue.
Maintain an outside view

46. When you design, start by identifying what
desideratum you wish to tap into and update.
Identify your competition
(from your customer’s point of view)
Have a clear vision of how your change is
going to increase revenue.
Maintain an outside view

47. When you design, start by identifying what
desideratum you wish to tap into and update.
Identify your competition
(from your customer’s point of view)
Have a clear vision of how your change is
going to increase revenue.
Maintain an outside view

48. Design for Prosthetic
Gods
Use
Jobs to be Done
to evolve markets and consumers