Hi
So before we start things first, this article takes 7 mins to read. If you only have one, here’s what you need to know:
Here’s the essence of what the article covers:
What’s the customer-centered Innovation map?
It’s a breakdown of each job your customer needs to accomplish, broken into eight simple steps. This structure helps companies pinpoint where they can add the most value, whether it's simplifying a step, speeding up a process, or eliminating unnecessary obstacles.
How do companies apply this map?
Each stage presents a new chance to improve the customer journey. Real-life examples from brands like Weight Watchers, Nike, and Microsoft show how these steps help make tasks easier and more valuable for customers.
Why does this map matter?
By using this map, companies gain insights to continuously improve their products, stay competitive, and offer solutions that truly resonate with customer needs.
In this article, you’ll also find:
Let’s start!
I recently read an insightful article from Harvard Business Review on "The Customer-Centered Innovation Map," which explores a powerful, customer-centric approach to innovation. This method emphasizes understanding customer needs through the “jobs-to-be-done” framework. It was an eye-opening experience that truly shifted my perspective on how businesses can better serve customers.
This map breaks down the jobs customers are trying to complete into clear steps, helping companies uncover new opportunities for innovation at each stage of the customer journey.
Here, I’ll walk you through a simplified look at each step of the Customer-Centered Innovation Map, along with real-world examples that show how companies are using these principles to deliver exceptional value.
1. Define the Goal
Before starting a task, customers often need to clarify what they want to achieve and make any necessary plans. This step is about helping them define their objectives and understand what they need.
Example: Weight Watchers makes dieting simpler by offering a plan that doesn’t require people to count calories. Instead, their system assigns points to foods, making meal planning much easier for customers.
2. Locate Needed Resources
Once customers know their goal, they need to gather the resources or information required to complete the job.
Example: U-Haul offers prepackaged moving kits with the right number and type of boxes needed, so customers don’t have to worry about calculating or shopping for each item individually.
3. Prepare for the Job
After gathering the resources, customers need to set up their environment. This step could involve arranging materials or preparing equipment.
Example: Bosch made its circular saw more user-friendly for roofers by adding adjustable levers that allow them to set up the saw for specific angles quickly, saving time and ensuring accuracy.
4. Confirm Readiness
Before taking action, customers often need to check that everything is ready. This step helps avoid mistakes that could slow down or disrupt the process.
Example: Oracle’s ProfitLogic helps retailers make timely markdown decisions. Instead of relying on manual calculations, it automatically evaluates inventory levels and suggests optimal timing, ensuring that markdowns are handled efficiently.
5. Execute the Job
Execution is the main action of the job. In this step, companies can help customers perform the job smoothly and without interruptions.
Example: Kimberly-Clark’s Patient Warming System uses thermal pads to keep patients warm during surgery. This automated process ensures patients stay comfortable, reducing the workload for the surgical team.
6. Monitor Progress
Customers often need to monitor the job’s progress to make sure everything is going as planned. Real-time feedback is helpful here.
Example: Nike’s running shoes with a sensor that connects to an iPod give runners updates on distance, speed, and calories burned. This helps runners track their performance without needing to stop and check.
7. Modify if Needed
Sometimes, adjustments are necessary for the job to be completed successfully. Making it easier for customers to make changes during the process can add significant value.
Example: Microsoft’s automatic updates simplify system maintenance by downloading and installing updates automatically, ensuring users don’t have to worry about searching for necessary updates or compatibility issues.
8. Conclude the Job
Finally, customers need help finishing up and preparing for the next cycle of the job if it’s a recurring task. Concluding a job should be smooth and straightforward.
Example: 3M’s Coban Wrap allows medical professionals to secure and later remove wound dressings without damaging the skin. This product design simplifies both the application and removal steps, making it easier for healthcare providers and more comfortable for patients.
It may be challenging to locate or obtain this article, so I have prepared a PDF version for you to download and keep for future reference.
Bonus Section
Here are some questions that came up for me as I explored this article. These were challenging to answer, so I wanted to share them with all of you:
Q1. What methods can companies use to gather insights into customer needs beyond traditional surveys?
Companies can determine customer jobs by engaging in "jobs-to-be-done" (JTBD) interviews, observing customers in real-world scenarios, and gathering insights on the functional, social, and emotional dimensions of customer needs. JTBD theory encourages looking beyond traditional demographics to focus on what motivates customers to “hire” a product or service. This often requires observing the full context of product use and understanding the specific tasks customers are trying to accomplish. What methods can companies use to gather insights into customer needs beyond traditional surveys?
Ethnographic research, in-depth customer interviews, and observational studies are effective alternatives to surveys. In-depth interviews can uncover nuanced insights, while ethnography allows researchers to see how customers interact with products in their natural environments. These approaches can reveal pain points and unmet needs that customers may not express directly .
Q2. How can each of the eight stages in the innovation map be used to create touchpoints for customer engagement?
Each stage in the innovation map—defining, locating, preparing, confirming, executing, monitoring, modifying, and concluding—offers unique opportunities to enhance the user experience:
Defining and locating: Companies can improve search functionality, guidance, or filters, helping customers easily find what they need.
Preparing and confirming: Providing clear instructions or previews can ensure users feel confident in their choice.
Executing: Streamlining the core functions of a product can improve usability and reduce friction.
Monitoring and modifying: Feedback mechanisms can help customers track progress and make adjustments.
Concluding: Offering ways to evaluate or celebrate completed tasks can enhance satisfaction and encourage continued engagement .
Q3. What role does emotional and social context play in defining customer needs, and how can companies integrate this into product design?
Emotional and social contexts are crucial in defining the “why” behind customer jobs. Products that resonate emotionally with customers foster loyalty. Companies can integrate these aspects by understanding customers’ lifestyles, values, and self-image. For instance, a product designed to boost confidence or support eco-friendly lifestyles would appeal to customers on an emotional and social level .
Q4. Can companies apply the customer-centred innovation map to services as effectively as they can to products? How might the approach differ?
Yes, the innovation map can apply to services by identifying each stage in the service journey where customers interact with the offering. The key difference is that services often involve more real-time customer feedback and customization. For example, in a customer service experience, the stages could involve greeting, assessing needs, providing information, and ensuring satisfaction before the customer leaves. Continuous improvement in each of these stages can enhance service quality .
Q5. How can companies balance innovation aimed at optimising current offerings versus creating entirely new products or services?
Companies can balance optimization and new product creation by allocating resources to both incremental and disruptive innovations. A common approach is to focus on improving the core product experience while also investing in R&D for new solutions. This can involve gathering ongoing customer feedback on existing products to identify immediate improvements, while also using JTBD insights to inform long-term product roadmap strategies .
Q6. Are there risks associated with focusing too narrowly on “jobs-to-be-done” and potentially missing other valuable insights about customer behaviour?
Focusing too narrowly on JTBD could cause companies to overlook broader market trends or emerging technologies. To mitigate this, companies should combine JTBD with other frameworks, such as trend analysis and competitive intelligence, to ensure they remain aware of changing market conditions and customer expectations .
Q7. How do successful companies ensure they continuously adapt their products as customer needs and jobs evolve over time?
Successful companies gather continuous feedback through user data analytics, customer support insights, and regular JTBD reassessments. They use agile development methods, enabling frequent updates based on customer needs. Product teams often work closely with customer success teams to ensure they are aware of any evolving needs or dissatisfaction points .
Q8. In what ways can companies leverage this framework to gain a competitive advantage in highly saturated markets?
By focusing on the specific jobs customers are trying to accomplish, companies can differentiate their products even in crowded markets. Instead of competing on features alone, they emphasise unique value propositions aligned with core customer tasks. This helps in creating products that customers feel are specifically designed to meet their needs, thus fostering brand loyalty and reducing churn .
Q9. What challenges do companies typically face when trying to align their innovation strategy with the "jobs-to-be-done" approach? How can they overcome these obstacles?
Companies may struggle to shift their focus from product-centric to customer-centric innovation, or they may find it difficult to gather actionable JTBD insights. These challenges can be overcome by investing in customer research training, fostering a culture of empathy within the team, and using structured frameworks, such as the innovation map, to consistently apply JTBD insights in product development
Download the Harward business review PDF
Wrapping Up
The Customer-Centered Innovation Map gives companies a structured way to think about every step their customers go through when using their products or services. By breaking down the job into these steps, businesses can find more ways to innovate, meet customer needs, and enhance their overall experience.
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