by Mike Boysen - Practical JTBD

Data > Pain Points

Begin with a framework that enables you to prioritize data, lots of data.

What are Universal Journeys?

What you see below is not a customer journey map. Each of these represent their own journey (or Job-to-be-Done), and it’s the great differentiator from your typical, low quality, highly theatric journey mapping exercise. Regardless of how pretty the slideware is, or the whiteboard is, or the spreadsheet is, they are all nothing more than a visual representation of a synthesis from a select number interviews with customers who certainly do not represent (statistically) the general population, or worse, an internal workshop where you came up with ideas.

This 👇🏻is where real data about the problem-space is formulated for each individual type of journey, and where that data is then prioritized in the market by a representative sample of the population. In other words, you end up with real, actionable data that can be used to understand customer needs in a way that you have probably never experienced in your career. I can almost guarantee that.

What’s Inside?

These are universal, so context will be key for a particular industry. But, these should get you started. Make sure to click cards and toggle fields as you explore or you’re going to miss things.

1. The focus is obviously on customer roles (not provider) at relevant levels. While there are two sides to the coin, it makes more sense to look at provider pathways once we understand customer needs.
2. A list of jobs that could be studied for each role
3. For each job: a medium fidelity job map, 20-30 contexts + situational factors, universal situational factors, two versions of 20 success metrics for each step in each job, 20 financial metrics (for the purchase decision-maker), a list of related jobs, emotional jobs, and social jobs.
4. In addition, each job gets a list of 20 ideal state characteristics to assist with less expensive job-level studies that could facilitate those of you who are studying platforms - or just want to prioritize jobs that point to deeper research.

<aside> 🔜 COMING SOON: 3 flavors of survey instruction-sets for you to use to develop traditional job map studies - single instance, multiple instance, and ongoing journeys. Also coming will be playbooks for how to do a platform study as well as how to use the ideal states for quick research.

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<aside> 🛣️ COMING LATER: Points of View (POV) on where each of these journeys fail, cause friction, require too much effort, or take too much time, etc. These will be qualitative at first, but will be updated when quantitative research is completed (let me know if you’d like to help accelerate that!)

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<aside> 🛣️ COMING LATER: Universal service blueprints that can get you started thinking about how other actors play a role in a customer’s journey (or across multiple journeys). Those could be other human roles, systems, data, etc.

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You’ve Never Really Done JTBD This Way?