Here is my work-in-progress Innovation Framework - which includes Jobs to Be Done + Behavioral Science + Human Centred Design (Link to Miro board in comments)
It starts with The Outcome-Driven Innovation Process that Tony Ulwick and the team at Strategyn developed - I have to design the pieces, but for now I took the Market Canvas to illustrate.
From Tony
"ODI makes a company’s marketing efforts far more effective and its innovation efforts far more predictable and profitable because it begins with a deep understanding of the customer’s job-to-be-done."
ODI is used by companies to: -Increase sales by changing the conversation to one that resonates with customers. -Improve existing offerings to get the customer’s job done better and/or more cheaply (grow revenue, reduce churn). -Align the organization through a common language and a shared understanding of customer needs. -Improve the customer experience and the customer journey.
To me this makes complete sense, and it is valuable to use JTBD to start the process.
Once the Job and the Needs are identified, then we can bring in behavioral science, as we go deeper and more in detail into the decision-making process of a customer.
Behavioral Science together with JTBD then can inform and provide the right insights for the design or delivery teams to build products, services, and experiences that bring real value.
The framework, is as I said still a work in progress, but please have a look, and if you have feedback on improving it let me know.
In the framework I have two teams:
1. Innovation/Design/Business Teams 2. Behavior Science Teams
It is my wish for an organization to eventually be able to do this work as one team.
This wish comes, as my background was first innovation and design and now that has been complemented with behavioral science - therefore I know it is possible to go end to end as a team with this framework, and hence why I am sharing it.
As I refine it with feedback and testing I will share a deeper and more detailed explanation of how it works, and how you can use it.
#innovation #servicedesign #behavioralscience #digitaltransformation #behavioraldesign