This is the second part of a series of episodes where we’ll explore an end-to-end product development effort at Autobooks.

In the first part of this series we discuss how we used Jobs-to-be-Done to arrive at the insight that led to the creation of a new feature inside Autobooks.

Listen to this episode to hear Claire explain the tools that she uses to turn the Jobs insights into compelling copy and content that motivated shoppers to sign up for Autobooks and try the feature.

“People read this email that Claire wrote and they can’t control themselves …”

Use the visuals below to follow along as you listen to the tools that Claire describes.

Voice of the Customer

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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:

1. Framing the project and deciding where to start.
2. Talking with consumers about why they switched and their satisfaction.
3. Unpacking the raw Jobs-to-be-Done interviews into an insight and high-level concept of what we might build.
4. Shaping that concept into a story that we could socialize inside Autobooks and pressure-test with our payments and accounting subject matter experts.
5. Developing and iterating on the concept.
6. Shipping the new feature.
7. 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.

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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

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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.

If you like what you hear, check out more episodes of JTBD Radio: You can subscribe on iTunes or grab the RSS feed.

Below you will find a lightly edited and condensed transcript of the episode. Don’t have much time? Here are a few quick takeaways:

TAKEAWAYS:

1. 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.
2. JTBD interviews help you define a customer’s language (such as what they mean by “easy”), the root cause of why they switched and how their story connects which in turn impact your product marketing.
3. When Jason interviewed Basecamp customers he was surprised to find that they didn’t use the words project management, even though Basecamp had spent 8 years using that phrase.
4. The first Switch conference was born when in the middle of the JTBD project Jason turned to Bob and said: “We should do a conference” – he wanted other people to experience JTBD

 
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