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JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews

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Martin Jordan
Martin Jordan

What made people purchase a certain product or subscribe to a service? What made them abandon one offering and switch to another? By conducting retrospective interviews we can learn about the customers' decision-making processes leading to transactions by understanding their inherent contexts and causality. At this 8th Jobs-to-be-Done meetup we conducted such an in-depth interview live. We learnt and practised together how the JTBD interviewing technique helps to uncover key moments that shaped the customer’s decision-making ahead of buying. By tracing the customer’s story back to her first thought about a new solution, we tried to understand how and most importantly why the customer decided to switch. Zalando Tech’s innovation team was so kind to sponsor the meetup and host it at their terrific new place in Berlin-Mitte.

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Jobs-to-be-Done Meetup Berlin #8: Conducting Retrospective JTBD Interviews Zalando — November 25, 2015 Andrej Balaz Hannes Jentsch Hubert Gertis Martin Jordan Tor L. Bollingmo
Where Kindly supported by
What Understanding 
 why people are switching from one product
 to another
 —and the outcomes they want to achieve
POINT O F VIEW Customer jobs & hired solution S O LU T I O N 
 • toothpaste and toothbrush J O B S • having a fresh breath • feeling fresh
 • preventing caries
BELIEF Jobs-to-be-Done is a … Framework for developing & communicating product and services Mindset for understanding human behaviour, and why people switch from one offering to another Set of tools and methods for almost every part
 of the product development process
JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews
Warm-up Which rather pricey product did you purchase recently? What ‘jobs’ is it doing
 for you? What does it replace?
Rule of the evening Takes notes, collect questions – to discuss them later
Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a specific solution. It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase. Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany. TOOLS & METHODS Retrospective Interviews First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming
PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
LIVE ON STAGE Interview on
 computer purchase Photo: Maciej Lastowski, https://twitter.com/maciejmaszyna/status/669596276112146432
Hints, tips & tricks
Ask why. Never say “usually” when asking a question. Encourage stories. Look for inconsistencies. Pay attention to nonverbal cues. Don’t be afraid of silence. Don’t suggest answers to your questions. Ask questions neutrally. Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture. APPROACH
CARDS Resource: Briggs, J .(2015): JTBD Cards: Learning to Interview Customers
Remember: Motivation behind chosen solutions City short trip 1 First though to make a trip Timeframe of preparation 2 Decision to make a trip City short list 3 Deciding on a specific city How long have you been there Which other cities have been condsidered What was the purpose of the trip 4 Deciding what to do in the city Preparation of city trip — how? What did you want to know about the city (and what not?) How did you gather information (apps, guides, friends, …) Why did you use this medium? How chosen? How detailed did you plan the trip? 5 Arriving and being there Travel: When, with what, schedule, idle time, … What did you do in the first half day (or evening) 6 Consuming content What exactly seen, how chosen? Interaction with existing offers How did you learn more about the place? Did you prepare for specific exhibitions/events? 7 Review How did you share experiences? How much did you stick to your initial plans? What artefacts did you bring home? FIELD GU IDE
CLUSTERI NG
Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 (Simplified example) CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany TOOLS & METHODS Jobs-in-context Map
Kontaktpunkt 1 Ich möchte einen anderen Ort besuchen um aufzutanken und bereichert zu sein K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T Keine Buchung und Sicherheit F U N K T I O N A LER J O B Unterkunft buchen E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 4 K O N T E X T erstes spontanes Erkunden der Gegend GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B Umgebung erobern S O Z I A LER J O B K O N T E X T weiter gehen könnte GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 6 K O N T E X T GEGENWÄRTIG GENUT Internetpräsenz oder ERWÜNSCHTES RESULT U N E R W Ü N S C H T E S R E S F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 3 K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B VORBEREITUNG ERKUNDUNG BESUCH TOOLS & METHODS Jobs-in-context Map Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
LITERAT UR E Chris Spiek & Bob Moesta Jobs-to-be-Done The Handbook Steve Portigal Interviewing users How to uncover compelling insights
Thanks for joining! See you at the next meetup in December …

More Related Content

JTBD Meetup #8: Conducting Retrospective Jobs-To-Be-Done Interviews

  • 1. Jobs-to-be-Done Meetup Berlin #8: Conducting Retrospective JTBD Interviews Zalando — November 25, 2015 Andrej Balaz Hannes Jentsch Hubert Gertis Martin Jordan Tor L. Bollingmo
  • 3. What Understanding 
 why people are switching from one product
 to another
 —and the outcomes they want to achieve
  • 4. POINT O F VIEW Customer jobs & hired solution S O LU T I O N 
 • toothpaste and toothbrush J O B S • having a fresh breath • feeling fresh
 • preventing caries
  • 5. BELIEF Jobs-to-be-Done is a … Framework for developing & communicating product and services Mindset for understanding human behaviour, and why people switch from one offering to another Set of tools and methods for almost every part
 of the product development process
  • 7. Warm-up Which rather pricey product did you purchase recently? What ‘jobs’ is it doing
 for you? What does it replace?
  • 8. Rule of the evening Takes notes, collect questions – to discuss them later
  • 9. Retrospective interviews are a way to uncover the ‘jobs’ people are trying to get done, the events and forces that lead them to ‘hire’ a specific solution. It’s a qualitative research method, based on an interview around a customer’s timeline leading up to a purchase. Resource: Gertis, H., Bollingmo T. L. (2015): Jobs-to-be-Done Interviews. Berlin, Germany. TOOLS & METHODS Retrospective Interviews First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming
  • 10. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 11. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace. TOOLS & METHODS Forces
  • 12. LIVE ON STAGE Interview on
 computer purchase Photo: Maciej Lastowski, https://twitter.com/maciejmaszyna/status/669596276112146432
  • 13. Hints, tips & tricks
  • 14. Ask why. Never say “usually” when asking a question. Encourage stories. Look for inconsistencies. Pay attention to nonverbal cues. Don’t be afraid of silence. Don’t suggest answers to your questions. Ask questions neutrally. Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture. APPROACH
  • 15. CARDS Resource: Briggs, J .(2015): JTBD Cards: Learning to Interview Customers
  • 16. Remember: Motivation behind chosen solutions City short trip 1 First though to make a trip Timeframe of preparation 2 Decision to make a trip City short list 3 Deciding on a specific city How long have you been there Which other cities have been condsidered What was the purpose of the trip 4 Deciding what to do in the city Preparation of city trip — how? What did you want to know about the city (and what not?) How did you gather information (apps, guides, friends, …) Why did you use this medium? How chosen? How detailed did you plan the trip? 5 Arriving and being there Travel: When, with what, schedule, idle time, … What did you do in the first half day (or evening) 6 Consuming content What exactly seen, how chosen? Interaction with existing offers How did you learn more about the place? Did you prepare for specific exhibitions/events? 7 Review How did you share experiences? How much did you stick to your initial plans? What artefacts did you bring home? FIELD GU IDE
  • 18. Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 (Simplified example) CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany TOOLS & METHODS Jobs-in-context Map
  • 19. Kontaktpunkt 1 Ich möchte einen anderen Ort besuchen um aufzutanken und bereichert zu sein K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T Keine Buchung und Sicherheit F U N K T I O N A LER J O B Unterkunft buchen E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 4 K O N T E X T erstes spontanes Erkunden der Gegend GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B Umgebung erobern S O Z I A LER J O B K O N T E X T weiter gehen könnte GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 6 K O N T E X T GEGENWÄRTIG GENUT Internetpräsenz oder ERWÜNSCHTES RESULT U N E R W Ü N S C H T E S R E S F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B Kontaktpunkt 3 K O N T E X T GEGENWÄRTIG GENUTZT ERWÜNSCHTES RESULTAT U N E R W Ü N S C H T E S R E S U L T A T F U N K T I O N A LER J O B E M O T I O N A LER J O B S O Z I A LER J O B VORBEREITUNG ERKUNDUNG BESUCH TOOLS & METHODS Jobs-in-context Map Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
  • 20. LITERAT UR E Chris Spiek & Bob Moesta Jobs-to-be-Done The Handbook Steve Portigal Interviewing users How to uncover compelling insights
  • 21. Thanks for joining! See you at the next meetup in December …