This document summarizes a presentation on using Job Stories to guide product strategy and design. It discusses how products are hired to solve jobs that customers need to get done. Job Stories capture the context, desired outcomes, and functional/emotional goals of customers' jobs. They should be used to inform product development, marketing, and establish a shared language within teams. Tips provided include writing stories from real customer perspectives and making them modular. Job Stories can be at a high level, describing long-term jobs, or low level, focusing on short-term evolutions. The document encourages attendees to practice writing Job Stories and apply them in their work.

1. #JTBD·CPH — Meetup 4 · Sep 20, 2018
Casper Klenz-Kitenge, @cabgfx
Using JTBD to Guide Strategy and Design
IntrotoJobStories
Hosted by Jayway

2. @cabgfx #JTBD·CPH
JobsToBeDone?
Products and services are hired to get a job done,
when a situation creates demand: motivation to make progress.
Solutions change over time — Jobs don’t.
JobsToBeDone?

3. @cabgfx #JTBD·CPH
Whendoyouhavea
JobtobeDone?

4. @cabgfx #JTBD·CPH
Context Solution Outcome

5. @cabgfx #JTBD·CPH
Your product
The Job to be done
Context Solution Outcome

6. @cabgfx #JTBD·CPH
Input Solution Output

7. @cabgfx #JTBD·CPH
Input Solution Output
Don’t start from supply – “what can we do”

8. @cabgfx #JTBD·CPH
Input Solution Output
Don’t start from supply – “what can we do”
Demand thinking – “what are they trying to do?”

9. @cabgfx #JTBD·CPH
Thesolutionisnotthe
JobtobeDone

10. @cabgfx #JTBD·CPH
Thinkofyourproduct
asafunction

11. “Customers want a calendar”
Credit: Ryan Singer
http://www.feltpresence.com/functions.html
#JTBD·CPH

12. #JTBD·CPH
Credit: Ryan Singer
http://www.feltpresence.com/functions.html

13. @cabgfx #JTBD·CPH
Your product
The Job to be done

14. @cabgfx #JTBD·CPH
Input Solution Output
When is your
product relevant?
What do they
need it for?

15. @cabgfx #JTBD·CPH
Howtocaptureand
communicatethe
Job(s)tobeDone?

16. #JTBD·CPH@cabgfx
When… I want to… So I can…
Functional goals
Emotional &
Social goals
Context / Situation
UseJobStories

17. #JTBD·CPH@cabgfx
Business Goals Customer Value
Product Management
#JTBD
JobStorieshelpyoucommunicate
insightsinasharedformat

18. @cabgfx #JTBD·CPH
JobStoriesguide
Productdevelopment
User Stories
Prototypes

19. @cabgfx #JTBD·CPH
JobStoriesinform
Marketing&positioning
Lorem ipsum dolor segmentation.
Suspendisse volutpat eu velit et volutpat.
Mauris in nisl dolor. Cras gravida orci non
ante volutpat iaculis. Etiam tempor, nunc
vel dignissim venenatis, elit nibh convallis
ante, quis varius neque arcu a tortor.
Nullam ac eros pretium, laoreet arcu id,
faucibus eros. Sed tristique pulvinar
lorem, eu bibendum dolor.
Copywriting
& CRO

20. @cabgfx #JTBD·CPH
JobStoriesestablish
Sharedlanguage

21. #JTBD·CPH@cabgfx
When… I want to… So I can…
Functional goals
Emotional &
Social goals
Context / Situation

22. #JTBD·CPH@cabgfx
When I’m bored on the train,
I want to catch up on the news,
So I can make time go faster, stay updated on current events,
and avoid sounding like I’m out of the loop to others
eg.

23. #JTBD·CPH@cabgfx
When I’m bored on the train,
I want to catch up on the news,
So I can make time go faster, stay updated on current events,
and avoid sounding like I’m out of the loop to othersFUNCTIONAL EMOTIONAL
SOCIAL
eg.

24. @cabgfx #JTBD·CPH
JobStoriesvsUserStories

25. @cabgfx #JTBD·CPH
UsecasevsPersona

26. @cabgfx #JTBD·CPH
BigpicturevsDetails

27. @cabgfx #JTBD·CPH
ProblemvsSolution

28. #JTBD·CPH@cabgfx

29. Oldway:
#JTBD·CPH
Credit: Alan Klement
https://www.intercom.com/blog/
using-job-stories-design-
features-ui-ux/

30. #JTBD·CPH@cabgfx
As a Presenter,
I want to click and go to the next slide,
so that I can advance my storyline.

31. #JTBD·CPH@cabgfx
I want to click and go to the next slide,
so that I can advance my storyline.

32. Credit: Alan Klement
https://www.intercom.com/blog/
using-job-stories-design-
features-ui-ux/
#JTBD·CPH
Newway:JobStory

33. #JTBD·CPH@cabgfx
When I
need an Overview of our Project,
I want to
see and update Tasks in the Process,
that are relevant to us,
in current and upcoming Phases,
So I can
plan my time,
feel e!cient and work productively,
and give others due notice and delivery.
You can track and measure these,
qualitatively and quantitatively
Find the central concepts and use the
actual words of your customers
All users in this segment need this
Case: Job story for Custom workflow app (Agency client)

34. #JTBD·CPH@cabgfx
Tips
• Refine a situation by adding contextual information
• Job Stories come from real people, not Personas
• Design modular Job Stories which features (solutions) can plug
Into
• Add Forces to motivations
• Job Stories don’t have to be from a specific point of view
https://jtbd.info/5-tips-for-writing-a-job-story-7c9092911fc9
Via Alan Klement
https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27

35. @cabgfx #JTBD·CPH
Solution
Why? How?
angles
two
“Big Hire” “Little Hire”

36. #JTBD·CPH@cabgfx
Why?
“Big Hire”
When do people switch to a new solution?
What creates a Job to be Done?

37. #JTBD·CPH@cabgfx
How?
“Little Hire”
When is your solution relevant?
What part of the Job can you help with?

38. #JTBD·CPH@cabgfx
Event1
Event 2
Buying
PassiveLooking
Active
Looking
Deciding
Consuming
Tool: The Switch Timeline
How?
Why?
Method:Switch

39. @cabgfx #JTBD·CPH
Method:Switch
How?
Why?
Tool: 4 Forces
Push Pull
AnxietyHabit
!Two forces promote a new choice
Two forces block change
Method:Switch

40. #JTBD·CPH@cabgfx
Tool: Job Map
How?
Why?
Your product
The Job to be done
Method:ODI

41. #JTBD·CPH@cabgfx
Tool: Desired Outcomes
How?
Why?
“Minimize the time it takes to do X, when Y”
Direction Metric Control Context+ + +
!
!
!
!
!!
! ! !
Method:ODI

42. #JTBD·CPH@cabgfx
When… I want to… So I can…
Functional goals
Emotional &
Social goals
Context / Situation
Collectandretain
insightsasJobStories

43. #JTBD·CPH@cabgfx
Solution
Why? How?
angles
two
High-level JTBD Low-level JTBD

44. #JTBD·CPH@cabgfx
Why?
“Big Hire”
High-level JTBD — long-term; stable over time
When I’ve had a long day,
I want to avoid cooking,
So I can save energy for my kids

45. #JTBD·CPH@cabgfx
When an important new customer signs up,
I want to be notified,
so I can start a conversation with them
How?
“Little Hire”
Low-level JTBD — short-term; evolves over time

46. #JTBD·CPH@cabgfx
To your team, boss, co-workers, clients
UseJobStoriesto
introduceJobsThinking
Business Goals Customer Value
Product Management
#JTBD

47. #JTBD·CPH@cabgfx
Eg. project briefs, user stories,
statement of work, roadmaps, etc.
AddJobStories
towhatyoualreadyuse
forsharinginsights,defining
goalsanddrivingstrategy

48. #JTBD·CPH@cabgfx
https://www.intercom.com/blog/
accidentally-invented-job-
stories/
Intercom project briefs
Intermission

49. #JTBD·CPH@cabgfx
GroupExercise
Create Job Stories!

50. #JTBD·CPH@cabgfx
Eg., a process/work at your day-job, a recurring
need/want at home, etc.
Thinkofaproduct/service
youregularlyuse

51. @cabgfx #JTBD·CPH
Ask yourself:
Whenisthat
productrelevant?
Whatdoyou
needitfor?
Outputinput

52. #JTBD·CPH@cabgfx
Getmytools+resources:
cabgfx.com/jtbd
…And join the #JTBD·CPH Meetup group!

53. #JTBD·CPH@cabgfx
Get$100offtheSwitch
course!(Thanks,Chris)
learn.jobstobedone.org
Code: COPENHAGEN