How to apply the Jobs-to-be-done methodology to web design An common methodology in user-centered web design is the a combination of Personas and user stories. A Persona is basically a fictional user archetype. A model that is created from data. Data that should have been gathered by talking to real people. A Persona typically tries to represent the characteristics you need to know about the “typical” user of a web design. All in order for you to make real and informed design decisions. Personas works well in a situation where the user-base can easily be segmented into different types of users with different needs. Knowing the exact details about a user is somewhat useless if you don’t know what they actually want to do. Many web design solutions are better defined by the job they do rather than the customers they serve. In this article we will show an alternative to Personas and user stories. The Jobs-to-be-done methodology helps you focus on the job that the user wants done rather than who and how. Let’s analyse this format a bit more;
Value proposition canvas template by Peter Thomson A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy. The value proposition canvas includes elements from behavioural psychology and design thinking. When you’re starting a new project or a new company you need quick and dirty tools to help you focus on executing things faster and better. Good strategy tools exist only to help you focus on getting the right things done. The value proposition sits at the pivot point of the entire business model. Business model canvas The Business Model Canvas is a toolkit from 2009 that drew on Michael Porter’s value chain maps and Peter Drucker’s theories of the firm (among other sources). The Business Model Canvas condenses the main elements of a business strategy into a single page. Alex Osterwalder’s value proposition canvas Related posts:
Lessons Learned Technique 1 - Jobs to be Done | The Innovator's Toolkit Highlight the human need you're trying to fulfill. A job to be done (JTBD) is a revolutionary concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions. A JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products, services, and solutions. For instance, most people would say they buy a lawnmower to "cut the grass," and this is true. But if a lawnmower company examines the higher purpose of cutting the grass, say, "keep the grass low and beautiful at all times," then it might forgo some efforts to make better lawnmowers in lieu of developing a genetically engineered grass seed that never needs to be cut. This is the power of the JTBD concept and technique: It helps the innovator understand that customers don't buy products and services; they hire various solutions at various times to get a wide array of jobs done. Background Jobs to be Done Breakdown Let’s develop an example. Steps
10 Value Proposition Examples This is a long article, but it’s jampacked with value proposition examples, and I promise you’ll leave knowing what the heck your value proposition is. What is a Value Proposition anyway? I know the best way to answer this for Entrepreneurs is to give examples. A value proposition is the solution to your customer’s problem. 1. For example, we did not know not having a TV was a problem…until we were introduced to the TV. Newness may be your value proposition if: You have a new technology.You have a new invention.It is very, very unique.You can’t figure out what industry you are in, because nothing fits. 2. For example, the iphone was first to market. So, performance is your value proposition if: Your product or service already exists.You are bigger.You are better.You are faster. (Alright..hopefully your brain hasn’t exploded yet. On to more value proposition examples… Tip: You can have as many value propositions as you want by the way, but it’s better to focus on 3 core value propositions. 3.
Lean Analytics Lean Analytics is the latest addition to the Lean Series. The book has been a year in the making, and authors Ben Yoskovitz and Alistair Croll—themselves successful founders with several exits under their belts—spent much of that time speaking with founders, investors, and analysts to understand a really basic, but seldom-asked, question: What's normal? As it turns out, normal is a hard question. Normal depends on what kind of business you're in, and what stage of that business you're at. If you're working on the Sticky Engine of Growth, you're focused on very different metrics from those that you care about in the Viral Engine of Growth. Start with metrics in mind To help with this, the book looks at dozens of metrics—such as churn, customer lifetime value, viral coefficient, acquisition cost, uptime, and engagement—and suggests where that metric should be before you can move on to the next stage of your business. Not all SaaS companies are the same, of course. Many Mores
Achieve Product-Market Fit with our Brand-New Value Proposition Designer Canvas I’m a big fan of the Lean Startup movement and love the underlying principle of testing, learning, and pivoting by experimenting with the most basic product prototypes imaginable - so-called Minimal Viable Products (MVP) – during the search for product-market fit. It helps companies avoid building stuff that customers don’t want. Yet, there is no underlying conceptual tool that accompanies this process. There is no practical tool that helps business people map, think through, discuss, test, and pivot their company’s value proposition in relationship to their customers’ needs. So I came up with the Value Proposition Designer Canvas together with Yves Pigneur and Alan Smith. The Value Proposition Designer Canvas is like a plug-in tool to the Business Model Canvas. The Canvas with its 9 building blocks focuses on the big picture. In this post I’ll explain the conceptual tool. The Value Proposition Designer Canvas Achieving Fit Customer Jobs Ask yourself: Customer Pains Customer Gains
The Art of Creating a Magnetic Value Proposition Getting your point across requires catching and keeping a customer’s attention. Let’s talk about that. Make It Plain as Day “Where am I? Elevator pitch length may be great for most of the page, but information above the fold must move quicker than a pedestrian in New York City. Sharp example from Churnbuster.io Details matter. Yes, customers will scroll, but the only guarantee you have are the items up top, doing all the heavy lifting. Why This Over That? In marketing, “motivation” is often said to be equal to the perceived benefits minus the perceived costs. Help Scout is entirely invisible to the customer. Points of parity, on the other hand, sell on expectations—features your customers expect to see. We have an “all features” page for those needing to mark off features seen as cost of entry. Saved replies in a help desk aren’t just common, they’re expected. Use Your Customers’ Language Catch-all language is the antithesis of communicating value. Strengthening Your Case Assurance
Vanity Metrics vs. Actionable Metrics – Guest Post by Eric Ries Vanity metrics: good for feeling awesome, bad for action. (photo source: UK Guardian) This is a guest post by serial entrepreneur Eric Ries. He was most recently co-founder and CTO of IMVU, which has more than 20 million registered users and generates $1,000,000+ in revenue per month. How do you get to $1,000,000 per month in sales? Here is just one business-changing example, taken from the outstanding “How IMVU Learned its way to $10M a year” on Venture Hacks… IMVU learned its way to product/market fit. Enter Eric Ries… Vanity Metrics vs. The only metrics that entrepreneurs should invest energy in collecting are those that help them make decisions. When you hear companies doing PR about the billions of messages sent using their product, or the total GDP of their economy, think vanity metrics. Now consider the case of an Actionable Metric. Unfortunately, most analytics packages are configured by default to provide mostly reports on vanity metrics. 1. 2. 3. 4. Conclusion and Challenge 1.
What people really want – Nikkel Blaase – Medium Jobs, not users Creating remarkable products does not come from understanding typical customers. Products must serve core needs, not what people say they want. We should think less about archetypal customers and more about the jobs people want to get done. Customers’ behavior must be observed rather than inquired. »Don’t find customers for your products, find products for your customers« — Seth Godin Creating Personas is a misleading concept. »Focus on the job, not the customer« — Des Traynor The core job of a product is to help customers achieve progress.