The document summarizes a meetup event focused on discussing the Jobs-to-be-Done (JTBD) framework. The event included a demonstration of how to talk to real customers about their JTBD, experiences from a UX designer using JTBD, and challenges of the approach. Key learnings from applying JTBD in design included getting qualitative customer insight, using the four customer motivations, developing empathy, making jobs actionable, and gaining buy-in from stakeholders. The JTBD framework helps understand customer needs rather than preconceived solutions in order to improve innovation success rates.
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#3 JTBD Stockholm Meetup presentations from Oct 24 2017
1. April 20, 2017
Stockholm Jobs To be Done Meetup
#3 JTBD
Wiraya: Erik Kurin
Bonniernews: Anna Grufman
A-focus: Anders Ångström, Annika Järvebro
October 24, 2017
3. 33April 20, 2017
Level 2: Talk to real customers about their JTBD
Apply both qualitative & quantitative research
to identify under/overserved job segments
+ Get real customer insight by
talking to real customers
A new perspective and
terminology for discussing
customer needs
Think!
Listen!
Go
all-in!
DIY
Get
help
Today
4. 44April 20, 2017
Program
Talking to customers about their JTBD – demo, tips and tricks
§ Annika Järvebro and Anders Ångström from A-focus
JTBD experiences
§ Anna Grufman, UX designer from Bonnier News
Challenges and how to deal with them
§ Discussion
5. Talking to customers is one of several approaches
Customer
insight
Qualitative
research
Observations
Experiments
User tests
Experts
Quantitative
research
7. #6 Learnings from using JTBD in
UX design
Anna Grufman / UX researcher
8. How I have used the method
#6 Learnings from using JTBD for UX design 1/10
9. 1. As the main research method for new design projects
2/10
10. 2. As a way to understand key events in the customer journey
Churn early
=
what was the job not done?
Churn late
=
what was the job not done?
Engaged customer
=
what job are we doing?
3/10
22. 44April 20, 2017
Make innovation predictable!
> 80% of all new product/service innovations fail in the market
Job-to-be-done
framework/concept
Developed by
Anthony Ulwick
in the 1990’s
Popularized by
Clayton
Christensen
What customers
want
Jobs-to-be-done
The Handbook
Intercom on
Jobs-to-be-done
Competing
Against Luck
Jobs to be done
Theory to practice
25. 77April 20, 2017
Read about Job-to-be-done
Articles and white papers
Ulwick
https://strategyn.com/white-papers/what-is-
outcome-driven-innovation/
Christensen:
https://hbr.org/2016/09/know-your-customers-jobs-
to-be-done
Web resources
§ www.strategyn.com (also videos etc)
§ https://jtbd.info
Cases
https://strategyn.com/our-results/
Video
§ https://www.youtube.com/watch?v=RQjBawcU_
qg&t=1s
§ https://www.youtube.com/watch?v=f84LymEs67
Y
Det går inte att visa den här bilden just nu.
ISBN-10: 0990576744
ISBN-13: 978-0990576747
ISBN-10: 0062435612
ISBN-13: 978-0062435613
ISBN-10: 0071408673
ISBN-13: 978-0071408677
•ASIN: B06XP9JWPS