11/12/2023 0 Comments Jobs to be done book![]() ![]() Many of those customers chose to call a toll-free support center number and talk to a human customer service representative instead of using the available online knowledge center. In other studies we’ve conducted over the years, we observed customers trying to resolve issues. The customers’ Job to be Done is getting the customer an insurance quote quickly. We could frame the agents choice as firing the IT tools and hiring their spreadsheet. ![]() They told us they’d chosen to build and use their own spreadsheets, instead of tools their insurance company’s IT department had built, because the IT’s tools were overly complicated. Not too long ago, in a study we did of insurance agents, we noticed several of them turned to spreadsheets for creating price quotes for their customers. In JTBD, marketing and design find common ground to ensure their product or service addresses the customer’s (or non-customer users’) unmet needs. The believers of JTBD tell us that when teams don’t know what their users hire a job for, they’re likely to make poor design and marketing decisions. Several UX professionals have told me they turned away from JTBD, because they were turned off by the turf wars and excessive salesmanship of the consulting practices.) The framing of jobs to be done That contention makes it hard to understand what JTBD offers at times. (This difference has created a bifurcation in the JTBD community, which can get contentious at times. The others tend to be more focused on progress that people are trying to make. Ulwick tends to be more focused on what people do with the product or service. In each case, the various authors talk about uncovering how the users make choices. Ulwick’s Jobs To Be Done Theory To Practice. Each of them has written their own books, including Chris Spiek and Bob Moesta’s Jobs-to-be-Done The Handbook, Alan Klement’s When Coffee & Kale Compete, and Anthony W. This has spawned a small army of consultants to fill in the gap. Yet, Christensen’s book doesn’t describe how to get there. It’s what you’d expect from Harvard Business School’s foremost authority on how companies can deliver innovative products. (It’s most telling by the subtitle of the book: The Story of Innovation and Customer Choice.) Christensen’s is the best resource we’ve found at describing how JTBD leads to innovative products. Jobs To Be Done was popularized in Clayton Christensen’s books on innovation and disruption, primarily his 2016 Competing Against Luck. (In this case, Jay is trying to make progress paying down his home equity loan.) The user hires and fires products or services to make that progress efficiently. The Job is the progress a user is trying to make. JTBD (as the kids call it) is a new approach to talking about choice and impedance. Or they could update the website’s design to remove whatever was slowing Jay down, to make it a more desirable solution in the future. They could market the effectiveness of the mobile’s apps transfer capability, to get other customers to take advantage of it. If the bank’s design team understood the impedance and what caused it, they’d have several options. In Jay’s case, the website provided some impedance to the job of transferring money. ![]() Why did they make this choice? The question points to a problem of impedance. Why are they making that choice? If they choose to fire our design and hire someone else’s design, are they trying to tell us that our design is deficient in some way? The choice users make to fire one thing and hire something different is important. We can frame Jay’s choice as two actions: For the job of transferring the money, Jay fired his bank’s website and he hired his phone’s mobile app. To resolve that need, he chose the mobile app over the bank’s website. But when it came to transferring money, it was easier for him to use the mobile app. Jay had used the bank’s website many times. “I do this transfer every month and I find I can get it done faster using the phone.” “The phone app is so much easier,” Jay responded. I was puzzled why he didn’t use the bank’s website instead. Once he logged in, he glanced at his account balances, then proceeded to move a chunk of money from his checking account into his home equity account. On his phone, Jay immediately opened his bank’s mobile app. ![]() Jay (not the study participant’s real name) was sitting in front of a desktop computer with an open browser. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |