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Part 2: Driverless Cars - What job do they do?
Product Design Melbourne

Catch up on Part 1: Driverless Cars - What job do they do? here.

Welcome to the 2nd article in our series on Driverless Cars - What job do they do?

This article has evolved from our discussion about driverless cars.  It represents a fundamental shift away from a focus on product ideas and their features. A shift to a mindset focused on understanding and then satisfying customers needs.

In our last article we used a 4 force model to categorize the dimensions of the trip that Jenny was planning. We used the 4 force model to frame the motivations, thoughts, fears and hopes influencing her choices. This is an instructive view of the dimensions acting on her decision to get her job done.

We can use this framing of the dimensions acting on the job to drive a series of desired outcome statements.  

Desired Outcome Statements

The desired outcome statements are important in that they describe the dimensions of the job which the customer is trying to complete. Desired outcome statements include the metrics the customers use to judge the success of the parts of the overall job. Include these metrics, and the desired outcomes are the customers’ needs in this context. The statements can now be used to measure how important the desired outcomes are, and to identify shortfalls in the market where these outcomes are not being delivered. 

We use a structure borrowed from Tony Ulwick that includes the following elements;


Examples of the types of job outcome statements we could propose from Jenny's interview could include;

  • Maximize my level of trust in the driver when using the Uber service, for example knowing that the driver is vetted and fully trained

  • Minimize the amount of time it takes for the Uber service to pick me up, for example knowing how far away the Uber service is when I book

  • Minimize the amount of time it takes for the Uber service to transport me from pickup to drop off, for example making sure they follow the best route

  • Maximize the ability to make stops along the way on my Uber service journey, for example having the Uber driver know the options on the journey

You will end up with many desired outcome statements from your interviews and the responses under the 4 forces framework.  You are now ready to survey your chosen market.

Survey your market about the outcomes

The aim of the survey is to ask customers in your market to help you isolate the most important and overlooked needs captured in the desired outcome statements. Base the questions on the desired outcome statements you have developed.

The survey should be using customers from your target markets. Interview led or web based surveys are options that you can use.

We like to use forums as a source of survey respondents.

We use a mixture of survey techniques to test for bias that might exist in the survey and respondents.

Next step

In our third and final article next month we will examine how to use the survey responses. This process will isolate the important and overlooked needs of the customers. 

It will identify how to prioritize needs to solve and how we can translate those needs into a requirements specification for a product.

Stay ahead of the group

If you'd like an advance link to next months article, register your email address here and I'll shoot you the article as soon as it is available.

About Jobs to Be Done

The Jobs To Be Done theory was developed over the past 25 years via the work of Tony Ulwick in the early 1990s. Clayton Christensen expanded, adapted and developed the theory at the end of the 1990s. Over the last decade, Bob Moestra and Chris Spiek developed the JTBD practice further. Tony Ulwick and his company Strategyn have 25 years of experience implementing his patented process. A process which is proven to create successful new products 79% of the time.

About Bayly

At Bayly we believe that successful products can consistently be developed.

Many companies will take your idea and just design it regardless of its realisable value. We specialise in helping you take a step back to create a strong foundation for your product based on your customer's most important and valuable needs. Let's not even talk about design until you have that strong foundation. Your success is our success and we want you to succeed in business.

Shoot me an email This email address is being protected from spambots. You need JavaScript enabled to view it. and I'll send you a list of useful references. 

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Mark Bayly, 12 July 2017



User testing in Autonomous Car 


The desired outcome statements describe the dimensions of the job which the user is trying to complete

Uber's Autonomous Fleet