"We can think of Job Stories as microstruggles or microjobs. These are the individual situations that prompt a customer to seek a solution for a JTBD.Recordar "uma oportunidade tremenda de se diferenciar"
Two helpful formats for a Job Story are:
When _____, I want to _____, so I can _____.
When _____, I want _____, so that _____.
Job Stories answer questions. I find it helpful to think of Job Stories as addressing three questions:
1. The customer goes about life as usual, and then a problem arises. What is the trigger or situation?
2. Customers create mental pictures of effects that the solution should and shouldn’t have as they use it. What are these effects?
3. Once customers do find a solution and use it, how has life changed for the better? What can they do now that they couldn’t do before?
Where do Job Stories come from? Before designing a feature or new product, you must talk with real people and uncover all the anxieties and contexts that were in play when they used your product or a competitor’s product. Then, you write your Job Story.
Different customers, same Job Story.
Situations and context—not demographics, tasks, activities, or solutions.
Undoubtedly, we could use countless other attributes to describe these customers; however, describing who the customers are and their various attributes won’t tell you why they struggle. As I’ve mentioned, customers don’t have to share demographic features or attributes to experience the same struggles.
The other thing to notice is how this Job Story does not describe a task, activity, or solution.
Job Stories contextualize the JTBD."
Trechos retirados de "When Coffee and Kale Compete"