Alternative plays: Journey Mapping, User Story Mapping, Value Proposition Mapping
Follow-up plays: Prototype Persona, Value Proposition Statement
Timing: Discovery
Run time
30-45 minutes
Group size
1-8
Why: Shift focus from features to addressing customer needs, motivations, pain points, and situations
When: Ideal for early product ideation, refining existing products, or uncovering new opportunities for innovation
This workshop exercise is part of the Workshop Patterns printed card deck.
A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.
Reserve your deck!Instructions for running this play
- Review business goals (final outcome) and present relevant user research. Separate your findings into three stages:
- Demand. List user goals and constraints that block them from reaching those goals. List events, frustrations, experiences, and other catalysts that created urgency.
- Desired progress. Identify the key benefits customers are looking for and capture how the customer knows they are making progress as progress signals.
- Hiring. List solutions, products, or behaviors users hired, fired, and constidered for their Job To Be Done.
- Frame your customer needs using this template:
Tips to perfect this play
Master and adapt the play to fit your context and needs.
Tip: Reverse job stories
Flip the exercise by asking participants to create "Reverse Job Stories" where they identify situations where the product or service would not be a good fit, helping to identify potential limitations and areas for improvement