From Netflix to Drill Bits: Getting started with #JTBD
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The document discusses the Jobs-to-be-Done (JTBD) framework, highlighting the importance of understanding why customers buy products to meet their needs. It emphasizes methods for analyzing customer behaviors through interviews and observations to identify their struggles and motivations. Additionally, it includes examples and references for further reading on how to integrate JTBD into product development.
From Netflix to Drill Bits: Getting started with #JTBD
- 1. From Netflix to Drill Bits: Getting started with #JTBD Jamie Sunderland ! 9th May 2016 Jobs-to-be-done Glasgow Meetup #1
- 2. People buy products to get jobs done in their lives.
- 3. Today When do I struggle? Product Why should I buy? Situations Motivations Desirable Outcomes Future Where do I progress?
- 4. Personas?
- 5. Mon Sat
- 6. What is the job to be done?
- 8. Too wet Too strong Job: “I need to freshen my shirt now.” This works Read more about this here >
- 9. Methods of analysis 1. Observe your current customers 2. Study your potential customers 3. Watch for compensating behaviours 4. Ask why multiple times and listen
- 10. Why When
- 11. First thought Passively looking - Tell me about when you first thought about it? Customer interviews
- 12. Customer interviews Event one Actively looking - Tell me about when you started looking at options?
- 13. Customer interviews Event two Making a decision - Tell me about when you made the choice?
- 14. Customer interviews Purchase Purchasing the product - Tell me about when you bought it?
- 15. Customer interviews Evaluation Looking back - Tell me about how you feel now, is it what you expected?
- 16. Customer interviews Timeline Where are the struggles to make progress? Case study mattress JTBD interview here >
- 17. When I’m furnishing my home I want to add colour to my interior so I can look like I understand style Motivation Situation Expected Outcome More on job stories/statements here >
- 18. Apple advert example here > Messaging
- 19. More reading > Intercom on Jobs-to-be-done > Value proposition design > What customers want > Integrating around the job > Jobs-to-be-done handbook
- 20. Where are your struggles in product development?