Intro to Job Stories
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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.
Intro to Job Stories
- 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?
- 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?”
- 11. “Customers want a calendar” Credit: Ryan Singer http://www.feltpresence.com/functions.html #JTBD·CPH
- 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?
- 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
- 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
- 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.
- 28. #JTBD·CPH@cabgfx
- 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.
- 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
- 50. #JTBD·CPH@cabgfx Eg., a process/work at your day-job, a recurring need/want at home, etc. Thinkofaproduct/service youregularlyuse
- 52. #JTBD·CPH@cabgfx Getmytools+resources: cabgfx.com/jtbd …And join the #JTBD·CPH Meetup group!