Some useful questions for improving or inventing products & services
- Can the job (the consumer is trying to execute by using the product) be executed in a more efficient or effective sequence?
- Do some customers struggle more with executing the job than others (for instance, novices versus experts, older versus younger?)
- What struggles or inconveniences do customers experience because they must rely on multiple solutions to get the job done?
- Is it possible to eliminate the need for particular inputs or outputs from the job?
- Is it necessary that the customers execute all steps for which they are currently responsible? Can the burden be automated or shifted to someone else?
- How many trends affect the way the job is executed in the future?
- In what contexts do customers most struggle with executing the job today? Where else or when else might customers want to execute the job?
Opportunities at the step level
- What causes variability (or unreliability) in executing this step? What causes execution to go off track?
- Do some customers struggle more than others with this step?
- What does this step’s ideal output look like (and in what ways is the current output less than ideal?)
- Is this step more difficult to execute successfully in some contexts than others?
- What are the biggest drawbacks of current solutions used to execute this step?
- What makes executing this step time-consuming or inconvenient?
When people do things, they do them in 8 steps.
According to the so called "jobs-to-be-done" framework of positioning and product innovation, every "job" carried out by a person when using a product has the following 8 stages:
1. Define: Customers determine their goals and plan resources.
2. Locate : Customers gather items and information needed to do the job.
3. Prepare : Customers set up the environment to do the job.
4. Confirm : Customers verify that they’re ready to perform the job.
5. Execute : Customers carry out the job.
6. Monitor: Customers assess whether the job is being successfully executed.
7. Modify : Customers make alterations to improve execution.
8. Conclude: Customers finish the job or prepare to repeat it.
1. Define: Customers determine their goals and plan resources.
2. Locate : Customers gather items and information needed to do the job.
3. Prepare : Customers set up the environment to do the job.
4. Confirm : Customers verify that they’re ready to perform the job.
5. Execute : Customers carry out the job.
6. Monitor: Customers assess whether the job is being successfully executed.
7. Modify : Customers make alterations to improve execution.
8. Conclude: Customers finish the job or prepare to repeat it.
Evaluation of Brand & Service Experience
http://landor.com/#!/talk/articles-publications/articles/measuring-brand-experience/
Don't market to your best customers! Not exactly to them at least.
Quoted from "Drinking from the fire hose" by Frank @ Magnone
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