The Customer Job To Be Done Canvas - Prototype

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At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there? In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs. As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here. I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.

Business

THE CUSTOMER_JOB_TO_BE_DONE CANVAS - HT_PROTOTYPE_002
The Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse in their MIT Sloan Management Review Article Finding The Right Job For Your Product.
It is also extended/influenced by Shoshana Zuboff’s McKinsey Quarterly Article Creating Value in The Age of Distributed Capitalism.
THIS TOOL IS A PROTOTYPE. NEVER USE IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER JOB’S - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK
8BARRIERS
THE JOB THE CUSTOMER THE OPPORTUNITIES
MOTIVATION
What motivated the customer to pull
the product into their life?
The last time they did the job and
didn’t use the product - what did they
use?
What are the pains in the job the
product or service is solving?
GAINS
ROOT CAUSE / AMBITION
What is the root cause for the
customer doing the job?
RESCUE
What assets in today’s job could be
set free and digitized?
BYPASS
What process in today’s job
could as well be skipped?
RECONFIGURE
INDIVIDUALIZATION
What would the customer gain from
individual tailoring of the product?
SUPPORT
LONGEVITY
What would the customer gain from the company
helping with the job every day / in their every day
processes?
#ROLE
SOCIAL
What is the social role of the job?
In the customer’s words - what is the job they are doing that
causes them to pull the product or service into their life?
#ROLE
FUNCTIONAL
What is the functional role of the job?
JOB_TO_BE_DONE
#ROLE
EMOTIONAL
What is the emotional role of the job?
SITUATION/LIFECYCLE
What, where, when and why did the job occur? As a decision
journey or as a part of the customers everyday processes?
“
HELGE
TENNØ
HELGETENNO.COM

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The concept of jobs to be done (JTBD) provides a lens for understanding value creation. It’s straightforward principle: people “hire” products to fulfill a need. For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress. Viewing customers in this way – as goal-driven actors in a given context – shifts focus from psycho-demographic aspects to needs and motivations. Although the theory of JTBD is rich and has a long history, practical approaches to applying the approach are largely missing. In this presentation, Jim will highlight concrete ways to apply JTBD in your work. This will not only help you design better solutions, but also enable you to contribute to broader strategic conversations.

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"People don’t want to buy a quarter-inch drill. They want a quarter-inch hole." (Theodore Levitt, Harvard marketing professor). Jobs-to-be-done is one of those concepts that intuitively makes so much sense, and yet still isn’t that widely known or used. The idea that you should focus on the job that someone is trying to do, rather than just the means of achieving , is not a revolutionary one, but is nonetheless incredibly powerful and insightful. As Clay Christensen, one of the fellow architects of jobs-to-be-done, has said, "In hindsight the job to be done is usually as obvious as the air we breathe. Once they are known, what to improve (and not to improve) is just as obvious". This interactive and hands-on workshop, from UX Cambridge 2017 covers how to use jobs-to-be-done to not only come up with innovative ideas, but to research and design better user experiences, regardless of whether someone is starting from a blank sheet, or improving an existing product or service. It includes how to identify jobs-to-be-done, how to use job stories to help frame jobs-to-be-done and how to enhance personas, user journey maps and even user stories using jobs-to-be-done.

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

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The Customer Job To Be Done Canvas - Prototype

1. THE CUSTOMER_JOB_TO_BE_DONE CANVAS - HT_PROTOTYPE_002 The Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse in their MIT Sloan Management Review Article Finding The Right Job For Your Product. It is also extended/influenced by Shoshana Zuboff’s McKinsey Quarterly Article Creating Value in The Age of Distributed Capitalism. THIS TOOL IS A PROTOTYPE. NEVER USE IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER JOB’S - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK 8BARRIERS THE JOB THE CUSTOMER THE OPPORTUNITIES MOTIVATION What motivated the customer to pull the product into their life? The last time they did the job and didn’t use the product - what did they use? What are the pains in the job the product or service is solving? GAINS ROOT CAUSE / AMBITION What is the root cause for the customer doing the job? RESCUE What assets in today’s job could be set free and digitized? BYPASS What process in today’s job could as well be skipped? RECONFIGURE INDIVIDUALIZATION What would the customer gain from individual tailoring of the product? SUPPORT LONGEVITY What would the customer gain from the company helping with the job every day / in their every day processes? #ROLE SOCIAL What is the social role of the job? In the customer’s words - what is the job they are doing that causes them to pull the product or service into their life? #ROLE FUNCTIONAL What is the functional role of the job? JOB_TO_BE_DONE #ROLE EMOTIONAL What is the emotional role of the job? SITUATION/LIFECYCLE What, where, when and why did the job occur? As a decision journey or as a part of the customers everyday processes? “ HELGE TENNØ HELGETENNO.COM

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