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JOBS TO BE DONE. 27April 2023 Group 1A-8A. Annu Annu Ayesha Shekh Jiayi C ai Muheet Siddhesh Singh.

What does Jobs to be done mean?.

Defination. Jobs to be Done is a theory of consumer action. It describes the mechanisms that cause a consumer to adopt an innovation..

Understanding Jobs to be done theory. “Job” is shorthand for what an individual really seeks to accomplish in a given circumstance and the circumstances are more important than customer characteristics, product attributes, technology or trends. Also, jobs are never simply about function, but they always have powerful emotional and social dimensions. Analysing jobs doesn’t means to gather data and to do research on it, but personas, ethnographic research, focus groups, customer panels, competitive analysis and so on can be collectively valid starting points for determining a job.(September 2016, Harvard Business Review).

Two types of Approaches. The straightforward goal of innovation is to come up with solutions that address unmet customer needs. Today’s most popular approaches to innovation fall into one of two types: those that begin with a focus on solutions i.e. idea-first approach, and those that begin with a focus on customer needs.(2018, Strategyn , LLC).

Two types of approaches. Idea-first approach. In idea-first approach, companies come up with product or services ideas and then test them with customers to see how well the ideas address the customer’s needs. It is always be a guessing game that is based on hope and luck, and it will remain unpredictable. So, it will never be the most effective approach to innovation..

How to get a handle on customer needs is an unsolved mystery- and that mystery is killing innovation..

The key to solving this mystery lies in Jobs-to-be-done theory. Jobs-to-be-done theory provides a framework for categorizing, defining, capturing, and organizing all your customer’s needs, and (ii) tying customer-defined performance metrics (in the form of desired outcome statements) to the jobs-to-be-done.(2018, Strategyn , LLC)The framework introduces the types of customer needs that must be considered to gain a deep understanding of what a customer is trying to accomplish. They include ( i ) the core functional job-to-be-done, (ii) the desired outcomes tied to the core functional job-to-be-done, (iii) related jobs, (iv)emotional and social jobs, (v) consumption chain jobs, and (vi) the buyer’s financial desired outcomes..

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THE CORE FUNCTIONAL JOB-TO-BE-DONE A functional job-to-be-done has three unique and extremely valuable characteristics: First, a job is stable ; it doesn’t change over time. It’s the delivery vehicle or the technology that changes. For example, the music industry, over the years people have used many products to help them listen to music (the job-to-be-done). This has included record players, tape and cassette players, compact disc players, MP3s and streaming services. Through this decade-long evolution of drastically changing technology platforms, the jobs-to-be-done has remained the same. Second, a job has no geographical boundaries. As people who lives in the USA, France, UK, India, China, Brazil and Australia have many jobs in common. The solutions they use to get those jobs done may very dramatically from geography to geography, but the jobs are the same. Third, a job is solution-agnostic. The job-to-be-done has no solution boundaries. This means that a deep understanding of the job will inform the creation of a solution that combines hardware, software and service components. It also informs a digitalization strategy-ways to use technology to.

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Case Study-1 The milkshake story.

Use Professor Christensen's three points about intention to analyse the milkshake story. 1. The switching question—"You're Fired!"(Fullstory, 2020) When fast food companies ask their milkshake customers, "Can you tell us how we can improve our milkshakes so you buy more?" they are essentially asking a conversion question. The question focuses on how to convert a potential customer into an actual customer. However, this approach fails to generate any meaningful insight because it doesn't address the underlying work that the customer is trying to accomplish. 2. The "WWYSYDH" question. (Fullstory, 2020) WWYSYDH "The question means "What would you say you do here?" . Sometimes people don't actually know why they are doing what they are doing. In the case of the milkshake customer, they didn't consciously think about why they were doing what they were doing when they bought their milkshake. They needed something to make their long commute more enjoyable, but they couldn't articulate that need until someone asked them directly. 3. The hierarchy of needs question. (Fullstory, 2020) A hierarchy of needs is a psychological theory that states that people have a set of basic needs that must be met before they can move on to higher levels of need. In the case of milkshake customers, their basic need is something to pass the time during a long commute. They are not necessarily hungry or craving a milkshake, but the milkshake satisfies their basic need when other options are not available. By understanding this basic need, fast food companies can create a product that meets this need more effectively than their competitors ..

milkshakes2. Overall, the milkshake story illustrates how understanding customer intent is key to creating a successful product. By focusing on what customers want to accomplish, rather than just their apparent preferences, companies can create better products to meet their customers' needs (Christensen, 2005)..

Case Study-2 IKEA Place App.

IKEA noticed that many customers were not buying their furniture, so they asked customers why. After conducting multiple surveys and asking customers, they were able to identify some of the pain points that their customers were experiencing. They couldn't visualize how the furniture would look in their homes. IKEA furniture is typically flat-packed and requires assembly, so it can be difficult to visualize how it will look in your home before you buy it. They were worried about the furniture not fitting in their homes. IKEA furniture is known for being affordable and stylish, but it can also be quite large. If you don't have a lot of space in your home, you may be worried that IKEA furniture will take up too much room. They were worried about the furniture being difficult to assemble. IKEA furniture is typically designed to be easy to assemble, but it can still be a challenge for some people. If you're not comfortable with DIY projects, you may be hesitant to buy IKEA furniture..

To overcome all this issues IKEA came up with the IKEA Place App, IKEA addressed these pain points by developing the IKEA Place app. The app uses augmented reality to allow customers to see how IKEA furniture would look in their homes before they buy it. The app also provides accurate measurements and step-by-step assembly instructions, the app has been downloaded over 10 million times and has received positive reviews from users. To use the IKEA Place app, simply open the app, point your phone at your room, and select the furniture that you want to see. The app will then superimpose a 3D model of the furniture in your room. You can move the furniture around and see how it looks from different angles. You can also change the colour and style of the furniture to see how it would look in your home..

Here are some of the things you can do with the IKEA Place App: 1.See how IKEA furniture would look in your home before you buy it. 2.Move and rotate furniture to see how it would fit in your space. 3.Change the colour and style of furniture to see how it would look in your home. 4.Share your designs with friends and family. The IKEA Place app has been a huge success for IKEA. It has helped to increase sales of IKEA furniture and has made it easier for people to visualize how IKEA furniture would look in their homes. The app is just one example of how IKEA is using technology to improve the way its customers shop..

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Reference list. Christensen, C., (2005). Marketing Malpractice: The Cause and the Cure. Available at: https://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure Fullstory, (2020).Available at: https://www.fullstory.com/blog/clayton-christensen-jobs-to-be-done-framework-product-development / IKEA Place App, https:// www.ikea.com /us/ en /customer-service/mobile-apps/ikea-place-pub6eb8ec15 The Verge, "IKEA's AR app now lets you search with your camera," https:// www.theverge.com /2018/4/16/17239882/ ikea -place-app- ar -search-camera-update.

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