The map of jobs in the problem space (Jobs to be Done - JTBD) emerges as a powerful visual tool for understanding customer needs and converging on innovative solutions that meet their expectations.
Job map methodology in the problem space
JTBD (Jobs to be Done), is based on the idea that customers do not purchase products or services, but rather “hire” jobs as solutions to solve their specific problems or perform tasks in their daily lives.
The JTBD is made up of the following key elements:
Problem space
The area or field in which one is working and refers to the field or context in which one seeks to solve a problem or challenge. This space is defined by user needs, market conditions, technological limitations, and other relevant factors. Its main features:
Complexity
The problems addressed in the problem space are usually complex and multifaceted are usually complex and multifaceted.
Uncertainty
There is a high degree of uncertainty about the best way to solve the problem.
Ambiguity
The problem may not be well defined or there may be multiple possible solutions.
Dynamism
The problem space is dynamic and constantly changing.
Tools for exploring the problem space
Research: it is essential to conduct thorough research to understand user needs, market conditions and technological constraints.
Empathy: it is important to put yourself in the users' shoes to understand their needs, emotions and experiences.
Prototyping: the development of prototypes allows exploring different solutions and getting feedback from users.
Trial and error: the problem space is a learning space where trial and error are essential to find effective solutions.
Jobs
These are the different tasks that the customer needs to perform to solve the essential problems in a given situation that they want to solve. The first step is to identify the “job” that the client is trying to accomplish. The next step is to understand it in depth and involves researching and talking to customers to understand their needs, wants, frustrations and goals related to that “job”.
Relationships
The connections or dependencies between the different tasks to be performed.
Resources
The materials, tools or information needed to complete the tasks.
Pains
The actual needs, desires, difficulties, obstacles, frustrations, or risks that the customer faces in performing a job.
Gains
Are the benefits the customer seeks to gain from performing a job.
Benefits of JTBD for innovation
Improved understanding of the problem: by visualizing the problem graphically, a better understanding of its different components and the relationships between them can be obtained.
Customer-centric approach: allows understanding customer needs at a deeper level than product features.
Facilitates work planning: the map helps identify the tasks to be performed, the order in which they should be performed and the resources needed.
Improves communication and collaboration: the map is used as a tool to communicate the problem and tasks to others, which facilitates alignment between the different teams in the company around the customer's needs.
Helps identify risks and new opportunities: by revealing potential risks and opportunities that may arise during the process of solving the problem caused by unmet needs in the market (work to be done).
Development of innovative solutions: allows to create products and services that meet customer needs in a more effective way.
Implementing JTBD in medium-sized and traditional companies
Finding the right problem
Identify the problem that the company wants to solve with the innovation methodology. This involves:
Researching the customer: conduct interviews, surveys and data analysis to understand the customer's deep needs.
Create the Job Map: identify the pains, jobs to be done at the task level, and the gains or benefits expected by the customer.
Generate Ideas: explore and propose innovative solutions that perform the jobs and meet the customer's needs.
Prototype and test: develop prototypes and test them with the customer to obtain feedback and validation of the solution to the identified problem.
Implement the solution: launch the solution to market and track adoption, traction and performance.
Examples of how a job map can be used in the problem space:
Development of a new product
The problem space for the development of a new product is configured in a work map with the different tasks needed to make it a reality. This should include user needs, market trends, competition and available technologies for its production and commercialization.
Planning an event
A job map can be used in the problem space that identifies the key tasks needed to plan an event, such as site selection, sourcing suppliers and event promotion.
Solving a social problem
The problem space for solving a social problem would include the causes of the problem, the different stakeholder perspectives and possible solutions with the tasks needed to solve it.
Improving a process
The problem space for improving a process would include the pain points of the current process, opportunities for improvement and technologies that could be used.
Practical tips
Involve the entire team
The JTBD should be a collaborative process that involves people from different areas of the business related to the workflow in the resolution project.
Use visual tools
The Job Map is a visual tool that facilitates the understanding and communication of customer needs.
Be flexible
JTBD is an iterative process that must adapt to customer and market needs (needs may be the same but jobs may evolve).
Do not be afraid of failure
It is important to experiment and learn from customer feedback to learn how to improve solutions.
Job to be Done as a resolution tool
At Volievo we facilitate the implementation of the JTBD methodology with the aim of making pain and friction visible early to accompany them in the exploration and development of creative solutions validated by their target clients.
Bibliography
Christensen, Clayton M. (2013) "The Innovator's Dilemma". Harvard Business Review Press
Christensen, Clayton M. et. al. (2016) Get to know your customer's “jobs to be done” Available at: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
Christensen, Clayton M. (2018). Competing Against Luck. Available at: https://youtu.be/auedNplxnu8https://youtu.be/auedNplxnu8
Moesta, Bob (2023): "The Jobs to be Done Handbook". Available at: https://www.youtube.com/watch?v=IfbF0tYXkCw&ab_channel=TheInnovationShowwithAidanMcCullen
Klement, Alan (2016). JTBD.info. Jobs to be Done. Available at: https://www.jtbd.info/
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