Jobs to be Done: from Doubter to Believer by Sian Townsend at Front 2016 in Salt Lake City, Utah
Ғылым және технология
Sian Townsend, Director of Research at Intercom, describes what the Jobs to be Done (JTBD) technique is, how it can be used to design products, and presents case studies to illustrate how JTBD has been applied at Intercom.
This is the story of how I spent the last 2 years using a technique called Jobs to be Done (JTBD) to research and design products at a fast growing startup called Intercom. 2 years ago, I'd never heard even heard of JTBD and was skeptical that it was anything truly innovative. Now, everyone at Intercom is focused around JTBD. In this talk I'll take you through what JTBD actually is and how we've used it to design products with great success at Intercom. Finally, I'll share some insights about how you can get more out of the basic technique by learning from Intercom's experiences.
Want more inspirational talks like this? Join us at Front 2017 in Salt Lake City, Utah!
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Пікірлер: 9
Sian, first of all thank you for a very open and insightful lecture ! The only thing that I want to point out is that in your 2nd example ( 22:19 in the video ) the stories are actually like a persona style : “as a support team leader, I want to know if our workload…, so I can scale… In JTBD style, you might take it to another stage, like “ When our workload is increasing in more than 5% a week, I want to get an alert to my mobile with detailed information so I can consider to scale the support team up”
@AndyCars
3 жыл бұрын
I disagree with that. Job statements are solution agnostic. "Alert to my mobile" is a proposed solution and has no place in a job statement.
Thank you!
good presentation
"When I'm managing a support team" isn't that the same as using a Persona "As a Support Team leader"?
@jizzwow
3 жыл бұрын
I know this is 2 years ago. But no. The demographic of being a support team leader has nothing to do with the job of managing a support team. You might see a causality because you know the job. As a support team leader could refer to ANY job this person does right? It might also be that a support team leader bought a milkshake - but what was it hired for?
@AndyCars
3 жыл бұрын
Personas are traditionally about pinning down demographics snd psychographis for your target users and/or customers. In JTBD we don't care about that initially. All we care about is to understand the job to be done. When that's been accomplished we can work our way backwards towards demographics and psychographics to see if we can identify any patterns. But assuming causality at this stage is risky, especially if the sample is small.
great presentation, horrible slides :)