JTBD Framework
Jobs To Be Done (JTBD) framework is a step by step approach, to see world through the lens of what the customer is trying to get done. It is not a customer journey map; it is defining the steps of the job to be done and the customer's desired outcomes.
Benefiting from desired outcomes-need statements, figuring out the 'underserved' or 'overserved' customer segments and differentiating accordingly, helps companies achieve their goals.
This 1 hour video, by Tony Ulwick, the pioneer of JTBD framework, is worth watching.
SPRINT how to SOLVE BIG PROBLEMS and TEST NEW IDEAS in JUST FIVE DAYS
I recently finished reading 'SPRINT how to SOLVE BIG PROBLEMS and TEST NEW IDEAS in JUST FIVE DAYS' by Jake Knapp, John Zeratsky and Braden Kowitz. 💡 📚
I strongly recommend to read this book as it is explaining a simple way to test the new ideas in only 5 days with a proven (tested with more than 100 companies) framework which was created by Jake Knapp at Google.
You can still use this checklist by following the links for Monday, Tuesday, ... Friday, but it will make more sense if you read the book.
Time timer
How much longer?" is the question we hear most frequently from our children. Here is a great clock which invented by Jan Rogers for her 4 year old, who was struggling to make transitions from one daily routine to another.
It basically shows the passage of time through the use of a patented red disk. As time elapses, the red disk disappears—making common routines stress-free and enjoyable. Usage areas are many; at home, at work, in special needs and education.
The short video below explains how it works. I wish I heard about it earlier 🤷♀️
Prototyping
This is very simple but effective way to show why #prototyping and failing fast is crucial when building features for existing products or new #products.
(Credit to Jake Knapp, Braden Kowitz, John Zeratsky's 'SPRINT, Solve Big problems and Test New Ideas in Just Five Days’)
Usability Testing
How many interviews does it take to spot the most important patterns for #usabilitytesting?
💡 5 is the magic number. 💡 85% of the problems are observed after just 5 people. Testing with more people doesn't lead to many more insights. There is little additional benefit to running more than 5 people through the same study; ROI drops. Instead of investing a great deal more time to find the last 15%, fix 85% and test again. 👩💻
Please see below for further details if you are interested:
`Nielsen, Jakob, and Thomas K. Landauer, "A Mathematical Model of the Finding of usability Problems" Jakob Nielsen
Prioritization
If you are prioritising among relatively small set of initiatives or solutions, 'Desirability, Feasibility, Viability Framework' works well.
o Desirability: Do customers want it?
o Feasibility: Can we build it?
o Viability: Can we make money on it?
Score them between 1-3 and sum up.
OR
Alternatively £100 test.
(But only the relevant group of people should vote :)
Product Roadmap
Should be tied to vision.
Should focus on delivering value.
Should commit to outcomes rather than output.
Describes how you intend to achieve product vision.
Is not a a project or release plan.
Does not require a wasteful process of upfront design and estimation.
Does not make overpromises.
Product Vision
A simple but effective template to start creating your product vision (by Geoffrey Moore)
For: [target customer]
Who: [target customer’s needs]
The: [product name]
Is a: [product category]
That: [product benefit/reason to buy]
Unlike: [competitors]
Our Product: [differentiation]
Experience Mapping
I recently had a chance to read Jim Kalbach's 'Mapping Experiences' book. He did a great job by consolidating the most used customer alignment diagrams with a simple language and supported them with real life case studies.
I highly recommend this book to my product designer, product manager and strategy consultant friends.
Highlights and reflections of the book from my perspective:
1- Aligning outside-in instead of inside-out is the paramount. Talk with the customers, review the insights, talk again, validate. Just don't stop talking :)
2- The main purpose of any diagram is to understand the 'experience' and create a model that visually represents big picture to support alignment as a business and start to think on improvements and innovations.
3- The first thing to do is to understand the 'current' situation; not try to design the future state. Don't make assumptions; assumptions on the current state may cost you time and money. Take inventory of existing touchpoints to understand the current experience.
4- It is possible to focus on multiple actors alongside single actor in the same map to reflect interactions.
5- The first step of starting a mapping project is understanding ‘Value Chain’. Determine the number of personas that you need to represent the range of attributes included.
6- Find the most appropriate diagram for your requirement. Basic question: What do you want to understand in more detail? It is also important to ensure the diagram is relevant to the organisation.
Service Blueprint: For internal teams to improve an existing service or brainstorm new ones. It shows the frontstage, backstage and support processes of a service provision.
CJM: Used by marketing, sales, account managers, customer support to optimise customer relations. It shows an individual’s interaction with a company and brand over time, highlighting the decisions to acquire a solution and stay loyal to it.
Experience Map: Used by product managers, designers, strategists for improvements and innovation. It shows how the individual goes about achieving a goal independent of any product or service.
Mental Model diagram: Used by product managers, designers, strategists to gain empathy for individuals. It shows a person’s perception of how a system functions, not necessarily how it actually works.
Ecosystem diagram: To gain insight into strategic aspects on how all offerings of a company fits into broader system.
7- User Story Mapping is a great way to align with the development team and make sure they understand the overall end goal.
8- Last but not the least, you can’t create a great customer experience without creating a great employee experience. Understand your company’s employee experience very well.
I personally use the below diagrams most:
Service Blueprints
User Story Mapping
Customer Journey Maps
Value Proposition Canvas