This is the first part of a series of episodes where we’ll explore an end-to-end product development effort at Autobooks. At Autobooks we’re working hard to discover and build solutions for the struggles that small business owners face as they try to get paid, send invoices, and keep track of everything. You’ll follow the team as we discuss:
Framing the project and deciding where to start.
Talking with consumers about why they switched and their satisfaction.
Unpacking the raw Jobs-to-be-Done interviews into an insight and high-level concept of what we might build.
Shaping that concept into a story that we could socialize inside Autobooks and pressure-test with our payments and accounting subject matter experts.
Developing and iterating on the concept.
Shipping the new feature.
Promoting it with effective copy and content.
In part one Claire Suellentrop and I discuss framing the project, interviewing consumers, unpacking the insights, and deciding what to build.
Bob Moesta recently appeared on the”Brand Labs Series Podcast”, hosted by Brian Walker and Natalie Pyles. On the show Bob gave an overview and background of the Jobs to be Done Framework and used it to explain how people shop and why people buy. You might remember Brian as the Mattress Interview Guy who was interviewed by Bob and I at a Switch Workshop at Basecamp’s Headquarters in Chicago. The Mattress Interview was featured on JTBD Radio and was later immortalized in Clayton Christensen’s book Competing Against Luck.
Below you will find:
A full overview of Bob’s appearance on the “Brand Labs Series Podcast”.
Some quotables from Bob.
Show Notes: (with a link to the podcast on Brian’s blog)
Interviewing a consumer or decision-maker about a purchase that they’ve made is one step involved in uncovering Jobs-to-be-Done insights (if you’re new to the framework, check out this video on jobs-to-be-done basics).
We ask some strange questions when we interview.
To people overhearing the conversation the questions can sound way out-of-line or uncomfortable.
To the person being interviewed the questions are straight-forward but require thinking, focus, and memory recall to answer.
The questions have a specific purpose though: understand the causal factors that led up to the purchase, so we can use that information to make products that people want to buy.
When product people start learning Jobs-to-be-Done and first hear an interview conducted, their first question is, “why are you asking about those things,” and after hearing the explanation, “how can I learn how to ask similar questions?” >>Read More
In this episode we dive into the sometimes controversial topic of how Jobs-to-be-Done and Personas complement or contradict each other with Claire Menke, the Senior Manager of UX Research at Udemy.
Claire has deep experience with both frameworks, and after conducting a JTBD project and identifying the Jobs that users were hiring one of Udemy’s products to do, she worked hard to reconcile the newly uncovered Jobs-to-be-Done with the Personas that had been created and refined at Udemy over the years.
Enjoy the episode!
UPDATE: Soon after the launch of this podcast episode, Claire wrote an in-depth article on Medium about how she combines Jobs-to-be-Done, Personas, and Customer Journey Maps to create a mix of insights that fuel different functions of Udemy. It’s definitely worth the read.
Udemy and Re-Wired Analyzing Findings After Conducting Interviews
For more than 15 years, Jason Fried has helped individuals and teams improve their collaboration, productivity and the nature of their work.
Jason is the co-founder and CEO at Basecamp, a “… saner, calmer, more organized way to manage projects and communicate company-wide.” Basecamp is known for bootstrapping their company (except for letting Jeff Bezos buy a small part in 2006) and having an incredibly profitable, small and very remote team. You’ve likely read one of Jason’s many essays at Signal v. Noise, his three best-selling books – Getting Real, Rework and Remote or watched his TED Talk. Each chronicles smarter ways for individuals and teams to work.
We caught up with Jason to discuss what Jason learned from interviewing Basecamp customers, why it’s important to refine your customers’ language during interviews his passion for sharing the framework with others.
Below you will find a lightly edited and condensed transcript of the episode. Don’t have much time? Here are a few quick takeaways:
Jason worked with Bob and Chris of The Re-Wired Group and used JTBD to “figure out why people hire Basecamp”. These interviews were very different than how Basecamp used to talk to customers as the JTBD interview got to the root cause of why people hired Basecamp.
“Understanding a product’s actual job makes improving the product easier.
Clayton Christensen, professor at Harvard Business School talks about the job to be done. View more of the series at http://phoenix.edu/lectures.”
The Switch Workshop will be held in Detroit at the Madison Building on January 24th and 25th 2017!
Join us to take a deep dive into why people buy and how they switch from one product to another, using the Jobs-to-be-Done Framework.
The event is limited to 40 people and tickets always go fast, so if you’re interested, register now.
Want to go even deeper with your JTBD learning? Join us on Day 2 and participate in a quick, one day Jobs-to-be-Done project. We’ll put the JTBD tools to work and conduct a number of interviews focused on one product, then introduce some of the techniques that we use to analyze interviews and identify useful insights. >>Read More
As Jobs-to-be-Done continues to gain popularity in the SaaS community, many founders and product teams are struggling with the same question:
“How do we apply JTBD when there is no purchase?”
A conversation that I have on a weekly basis goes something like:
“My team at Slack is in charge of video and voice chat. We launched the feature and it’s going well but some users have tried it and keep using it, and some users have tried it once then stopped. We’re working to improve the feature and grow adoption, but we want to make sure we continue to please our loyal users, while also converting more trial users to adopters. How can we figure out why people are switching to the feature so we can understand how to improve it based on the jobs that it’s hired to do?”
We tend to use large consumer purchases like buying a car to teach jobs-to-be-done, so feeling uneasy about applying it to the adoption of a new feature is natural if you haven’t done it before.
The conversation with the Slack team is fictional, but the anxiety is real. I’ll use the new Slack feature as an example to lay out three steps that you can take to ease your anxiety and get ready to push forward with your project.>>Read More