Curso Job-to-be-done / The customer centered innovation map study notes part 1
Reference meeting
- Scope: Jobs-to-be-done course
- Study notes by Marcio S Galli
- Status: Working draft
- Reference: Talk / j2bd / the customer-centered innovation map part 1 - 2e81417e-9a05-4ff3-94ff-3b8660729eb3 Quinta-feira, 26 de dezembro⋅9:30 até 10:30am
- Episode 2
- Next 3
- Prior 1
Study material
- Date of article: may of 2008
- Harvard Business review
- Title: the customer centered innovation map
- Authors: Lance Bettencourt, Anthony Ulwick
- Referenced book: What Customers Want
Introduction
The human and the tool and the jobs to be done - the human, the person, an entity; they're using tools, various methods and with that becomes habit and cultural and social norms. (Marcio)
What's the design problem - according to the authors, p.2, we need two more systematic approach; using the idea of "getting the job done", that can be helpful in the process of design associated with discovery of innovating ideas.
The design problem - according to the authors, p.2, "in fact, The innovation journey for many companies is little more than hopeful wandering through customer interviews." - this idea assumes that customer interviews we're done in a non systematic or a non rigorous a method.
The basics for the method - consists of "breaks down the task the customer wants done into a series of discrete process steps." P.2
The name of the steps: define, locate, prepare, confirm, execute, monitor, modify, conclude.
Disambiguation - "job mapping" differs from "process mapping" - for job mapping, "the goal is to identify what customers are trying to get done at every step, not what they are doing currently." P.2
Relationship with user novation: better recognizes the possibility for change; it recognizes user innovation; we are not assuming that the actual job done, current approach, of the approach of tomorrow.