A review of
The Jobs to Be Done Playbook
by Jim Kalbach
About this book
A good reference for Methods/How-To and UX Theory Primary audience: Designers and researchers who are new or have some experience with the topic Writing style: Matter-of-fact Text density: Equal parts text and images Learn more about our book review guidelines
Aimed at practitioners of all levels, their bosses, and business owners and marketing managers who may or may not be guilty of dictating features without coordinated market or user research, this handbook has something for everyone. “Borrowing from the metaphor of a sports playbook,” Kalbach’s “plays” are dictated in the imperative manner of a veteran coach psyching up his players before a big game (xvii).
Case studies are used judiciously to highlight particular sticking points throughout this useful guidebook. Sample deliverables are included in each of the “doing” chapters. Illustrations and tables are incorporated when pictures serve the reader better than words.
For those just getting started with JTBD, Kalbach provides a history lesson with a supporting illustration of the sometimes-competing definitions of JTBD (see Table 1.1 on page 14) and a summary of the core concepts of JTBD (Chapters 1-2).
For those interested in improving their JTBD skills, Kalbach includes useful insights into the value of JTBD, the methods for unleashing that value (see Chapters 3-4), and a step-by-step manual for incorporating JTBD into each phase of a project from concept through support (Chapters 5-8).
For those proficient in JTBD who want to hone their expertise, Kalbach delivers the plays in the form of a quick-reference chapter to keep busy multitaskers on track and to keep teams headed down the field in the same direction (see Quick Reference: JTBD Plays).
Outside of the plays themselves, the most useful reference for any practitioner is the handy table in Chapter 8, titled Common Objections to JTBD and Arguments Against Them (see Table 8.1 on page 243).
As most user experience professionals will attest, often the biggest challenges they face are objections to the UX process itself. Kalbach has provided not only the step-by-step guides needed to put JTBD into action, but also the words necessary to overcome objections to utilizing this approach. He even included instructions on how to “Bring JTBD to Your Organization” (p 241-245). These pages incorporate matter-of-fact, empathetic mentoring tips from someone who clearly has answered this question many times and who wants others to learn from his experiences.
The Jobs to be Done Playbook reads in places like a prescriptive recipe book that must be followed to a tee. Kalbach even refers to a section of the JTBD in Action chapter as “JTBD Recipes.” However, these recipes are more like menus that allow practitioners to pick and choose the plays that best suit an organization or team. Plays can be mixed and matched to meet the needs of any project, product, or service in a way that makes the case for incorporating JTBD into the design process self-evident.
Bring JTBD to Your Organization
One of the most common questions I get after my talks and workshops on JTBD is, “How do I begin?” Customer-centered advocates want to get started, but face barriers inside of their organization. The good news is that with increasing frequency, stakeholders are directly requesting JTBD research by name. The bad news is that JTBD requires a change of mindset and behaviors from everyone in the organization. Patience and persistence are required. And even if the will is there, getting started with JTBD in your organization can be a challenge. Here are some recommendations to consider as you strive to bring JTBD to your organization:
Start small.
Try individual JTBD techniques alone or in pairs on isolated projects. Get a success story quickly that you can use to get time and resources to do more. Don’t attempt to follow full-fledged methods, like ODI or the Jobs Atlas, right off the bat. Instead, pilot an effort to learn how JTBD fits into your situation and your organization.
Integrate JTBD into other activities.
Fold JTBD research into other workstreams that are already planned. For instance, if your user research team is conducting an ethnographic study of customers, insert some questions from jobs interviews to collect feedback needed to complete a job map. A job map, in particular, is a powerful way to summarize your overall insights to feed into solution-finding activities, such as design workshops….
对 Jim Kalbach 所著“The Jobs to Be Done Playbook”（待完成工作手册）一书的评论。详细介绍了如何纳入 Jobs to Be Done 框架。
“The Jobs to be Done Playbook”解释了如何纳入 Jobs to be Done 框架，这种方法“关注人们的目标，而不是实现目标的手段”。该书介绍了 JTBD 的历史和定义，并且提供了有关该框架价值的见解，以及将 JTBD 纳入项目不同阶段的指南。此外，书中还解释了如何实际运用 JTBD，并克服使用这种方法时可能出现的异议。
[:KO]Jim Kalbach 저, The Jobs to Be Done Playbook 서평 수행 과제(Jobs to be Done) 프레임워크를 구체화하는 방법에 대한 자세한 안내
The Jobs to be Done Playbook (JTBD)에서는 “목표 달성에 사용되는 수단과 별개로 사람들의 목표에 초점을 두는” 방법으로서 수행 과제 프레임워크를 구체화하는 방법을 설명합니다. 이 책에서는 JTBD의 역사와 정의 및 그 가치에 대한 통찰력과 JTBD를 프로젝트의 서로 다른 단계에서 구체화시키기 위한 설명을 제시합니다. 또한 JTBD를 실천하는 방법과 이 방법을 활용함에 있어 잠재적인 결점을 극복하는 방법을 설명합니다.
[:pt]Análise de The Jobs to Be Done Playbook, de Jim Kalbach. Um guia detalhado sobre como incorporar a estrutura Jobs to be Done.
The Jobs to Be Done Playbook explica como incorporar a estrutura Jobs to be Done (trabalhos a ser realizados), um método que “se concentra nos objetivos das pessoas, independentemente dos meios utilizados para realizá-los”. O livro apresenta a história e as definições da JTBD e perspectivas sobre seu valor, além de um manual para incorporar a JTBD a diferentes fases de um projeto. Ele também explica como colocar a JTBD em prática e superar possíveis objeções à utilização dessa metodologia.
O artigo completo está disponível somente em inglês.
[:ja]オンライン教育の開発を手引きするためになぜUXガバナンス構造が必要かを、事例を挙げながら検証する。
COVID（新型コロナウィルス感染症）対策規制の影響により、オンライン教育プラットフォームのデプロイメントが増加している。本記事では、生徒たちのニーズをよりよく満たす電子学習システムの開発を手引きするためのUXガバナンス構造の必要性について論じる。UX戦略、リーダーシップ、チーム、プロセス、および測定を実践することで、オンラインコースの作成が大いに促進され、最終結果も改善される。
[:es]Una reseña de «The Jobs to Be Done Playbook» (El libro de los trabajos por hacer), de Jim Kalbach. Una guía detallada sobre cómo incorporar el marco Trabajos por hacer (JTBD, por sus siglas en inglés).
«The Jobs to Be Done Playbook» explica cómo incorporar el marco Trabajos por hacer, un método que «se centra en los objetivos de las personas independientemente de los medios utilizados para lograrlos». El libro cuenta una historia y brinda definiciones de JTBD, así como una visión de su valor y un manual para incorporar JTBD en las diferentes fases de un proyecto. También explica cómo poner en práctica la estrategia de JTBD y superar las posibles objeciones al uso de esta metodología.
La versión completa de este artículo está sólo disponible en inglés
[:]Retrieved from http://oldmagazine.uxpa.org/incorporating-the-jobs-to-be-done-framework-book-review/
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