Whether a company is investing in the creation of a product, service or software solution, there are 4 key jobs that must be executed effectively by a company’s planning and development teams. For each product that is launched, a company must:
Conceptualize the product that is to be developed for the target market. To be successful, the conceptualized product must help users get a core functional job done better and/or more cheaply. This effort is the responsibility of the product planner or process owner.
Engineer/architect the product to perform the core functional job it is intended to perform. This effort is the responsibility of the product engineer or software architect. If the product does not get the core job done better and/or more cheaply, then the next two efforts are a waste of time.
Enable the user to effectively interact with the product. This job is the responsibility of the usability team or the UX and/or UI designers.
Design the customer experience to support users/others as they interact with the brand, company and product throughout the product’s lifecycle. This job is the responsibility of the product support or CX (customer experience) team.
The application of Jobs-to-be-Done Theory, and more specifically the Outcome-Driven Innovation (ODI) process created by Strategyn, is designed to inform each of these efforts. The ODI process employs unique qualitative research methods that enable the capture of all customer needs (desired outcomes) related to the core functional job-to-be-done and the consumption chain jobs that comprise the customer experience (see the diagram below).
The desired outcome statement is a specially constructed need statement that has a unique set of characteristics: desired outcomes are devoid of solutions, stable over time, measurable, controllable, structured for reliable prioritization in a quantitative customer survey, and are tied to the underlying process (or job) the customer is trying to get done.
ODI also employs unique quantitative research methods that pinpoint, with statistical validity, what under/over-served segments exist and which outcomes in each segment are most under/over-served. This enables a company to target opportunities for growth with precision.
Design products to address the core functional job and the customer experience.
The methods are proven to work effectively in hardware, software and service development applications. Let’s take a closer look as to how product planners, hardware engineers, software architects, product support and CX teams, and UX and UI designers can use this valuable information to execute these 4 universal jobs that are critical to success at innovation.