Make something users want.
Key features to have:
- Experience (What users care about)
- Network
- Software
- Electronics
- Hardware
Experience Economy
Consumers don’t want an engine, they want great driving experiences. Consumers don’t want code, they want great digital experiences.
JTDB
The Jobs-To-Be-Done framework is an approach to developing products based on understanding both the customer’s specific goal, or “job” and the thought processes that would lead that customer to “hire” a product to complete the job.
People ‘hire’ products or services to do the job of solving their problems. A “JTDB” = a unit of value to your user base.
Jobs remain valid over time. What changes is the solution people use to get it done.
Case Studies
Jobs to be done can be split into functional, personal, social.
Interviews
- Motivation: Describe when you first thought about buying something in this category (Listen for needs)
- Context: Describe the process of buying the product in rich detail. Help us understand each step (Listen to the story and spot emotional decisions made)
- Support: Describe why you bought this product. What is it for. What it does for you. (Capture obvious jobs)
- Emotion: Describe how this product or service makes you feel. How well it solves your needs. (Listen for future opportunities)
- Social: Did you tell other people about your purchase? (Listen for social jobs)
The framework
When I (context), But (barrier), Help me (trying to do), So I (outcome)
Rubrics
- Functional, emotional, social expect.
- Clear explanation of problem/scenario
- Good insights identified from observation or research
- Indication of quantitative / qualitative research
Sample
