Jobs-To-Be-Done Brings New, Deep Insights To Product Development

Successfully executing innovation and developing successful products require companies to execute four key jobs: conceptualizing the product, engineering/architecting it, enabling user interaction, and designing the customer experience. The use of Jobs-to-be-Done Theory and the Outcome-Driven Innovation (ODI) process created by Strategyn can inform each of these efforts and enable companies to target growth opportunities with precision. The ODI process uses unique research methods to capture customer needs, and the desired outcome statements are structured for reliable prioritization in a quantitative customer survey. The ODI process can be applied to hardware, software, and service development applications. Professionals responsible for product planning, engineering, usability and UI design, product support, and CX can use the information provided by the ODI process to execute these key jobs effectively.