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Applying Jobs-to-be-done 
to UX Strategy 
Jim Kalbach 
Sept 2014
@JimKalbach 
Principal UX Designer Citrix 
LIS DegreeRutgers University 
#jtbd
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
The job, not the customer, 
is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. 
CLAYTONCHRISTENSENet al. 
“Marketing Malpracitce,“ HBR2005
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts
1. Understand Users 
39 interviews/observations 
68 hours ofaudio 
1,488 pages of text 
793,281 words 
1,716 descretetasks
Indi Young, Mental Models. Rosenfeld Media, 2008. 
A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. 
2. MapJTBD
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Find Photos
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
Goal Space Find Photos 
Tower 
Tasks
Find photos 
on computer 
Upload 
photos to edit 
online 
Find photos 
uploaded 
from phone 
Search photo 
library on 
mobile phone 
Get photos 
from social or 
cloud service 
Find photos 
on the go 
Look in 
organized file 
structure 
Dig through 
unorganized 
photos 
File Transfer Search 
Mobile App 
Goal Space Find Photos 
Tower 
Tasks 
Support
2. MapJTBD
Tasks, towers, goals 
= 
JTBD 
Support 
Features 
Products 
Services 
2. MapJTBD
Map Future Concepts
3. IdentifyOpportunites 
TONYULWICK
Importance
Satisfaction 
Importance
Satisfaction 
Importance
Minimize my effort to find photos on my computer 
Desired Outcomes Statements
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Direction
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort 
Direction 
Unit
Minimize my effort to find photos on my computer 
Desired Outcomes Statements 
Minimize 
Reduce 
Maximize 
Increase 
Time 
Access 
Ability 
Effort 
Direction 
Unit 
Qualifier or action
Minimize my effort to find photos on my computer 
1 2 3 4 5 6 7 8 9 10 
Very low 
Very high 
A. How important is this to you? 
B. How well is this currently being satisfied? 
Desired Outcomes Survey
Calculate Opportunity Scores 
9 
Importance 
3 
Satisfaction 
Satisfaction Gap 
6 
Importance + Satisfaction Gap = Opportunity score 
9 +6 = 15
4. Align Efforts
Do 1st 
Do 2nd 
4. Align Efforts 
Do last
“It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” 
PRODUCTLEAD
a. Concepts 
b. Messaging 
c. Differentiators 
Outcomes
a. Concepts 
Desired Outcomes as heuristics: does the concept help or hurt?
b. Messaging 
Shift language to reflect JTBD 
BEFORE 
Our automated photo indexing is the best in the industry 
AFTER 
Find photos on your computer with less effort thanks to our smart indexing
c. Differentiators 
Performance 
JTBD 
Us 
Them 1 
Them 2
“The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” 
Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007 
SCOTTCOOK 
FounderofIntuit
[On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met. 
The End ofCompetitiveAdvantage, 2013 
RITAGUNTHERMCGRATH
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts
JTBD 
1.Understand users 
2.Map JTBD 
3.Identify opportunities 
4.Align efforts 
5.Redefinemarkets
Danke schön 
@JimKalbach

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  • 1. Applying Jobs-to-be-done to UX Strategy Jim Kalbach Sept 2014
  • 2. @JimKalbach Principal UX Designer Citrix LIS DegreeRutgers University #jtbd
  • 4. The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy. CLAYTONCHRISTENSENet al. “Marketing Malpracitce,“ HBR2005
  • 6. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
  • 7. 1. Understand Users 39 interviews/observations 68 hours ofaudio 1,488 pages of text 793,281 words 1,716 descretetasks
  • 8. Indi Young, Mental Models. Rosenfeld Media, 2008. A mental model helps you visualize how your business strategy looks compared to the existing user experience. Thus, it is a diagram that can support your experience strategy. 2. MapJTBD
  • 9. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos Find Photos
  • 10. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos Goal Space Find Photos Tower Tasks
  • 11. Find photos on computer Upload photos to edit online Find photos uploaded from phone Search photo library on mobile phone Get photos from social or cloud service Find photos on the go Look in organized file structure Dig through unorganized photos File Transfer Search Mobile App Goal Space Find Photos Tower Tasks Support
  • 13. Tasks, towers, goals = JTBD Support Features Products Services 2. MapJTBD
  • 19. Minimize my effort to find photos on my computer Desired Outcomes Statements
  • 20. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Direction
  • 21. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit
  • 22. Minimize my effort to find photos on my computer Desired Outcomes Statements Minimize Reduce Maximize Increase Time Access Ability Effort Direction Unit Qualifier or action
  • 23. Minimize my effort to find photos on my computer 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? Desired Outcomes Survey
  • 24. Calculate Opportunity Scores 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 +6 = 15
  • 26. Do 1st Do 2nd 4. Align Efforts Do last
  • 27. “It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.” PRODUCTLEAD
  • 28. a. Concepts b. Messaging c. Differentiators Outcomes
  • 29. a. Concepts Desired Outcomes as heuristics: does the concept help or hurt?
  • 30. b. Messaging Shift language to reflect JTBD BEFORE Our automated photo indexing is the best in the industry AFTER Find photos on your computer with less effort thanks to our smart indexing
  • 31. c. Differentiators Performance JTBD Us Them 1 Them 2
  • 32. “The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it.” Quotedin: The MythsofInnovation, SCOTTBERKUN, 2007 SCOTTCOOK FounderofIntuit
  • 33. [On Arenas]: The driver of categorization will in all likelihood be the outcomes that particular customers seek (“jobs to be done”) and the alternative ways those outcomes might be met. The End ofCompetitiveAdvantage, 2013 RITAGUNTHERMCGRATH
  • 34. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts
  • 35. JTBD 1.Understand users 2.Map JTBD 3.Identify opportunities 4.Align efforts 5.Redefinemarkets