The 2012 job-to-be-done at Calm was meditation. But when engineers looked at the usage data they noticed something interesting, there was a lot of Calm usage at night. “When they started productizing around sleep,” explained Vinny Pujji, “that’s when it opened up from being just a meditation focus thing to what they are today, which is mental fitness.”
With hindsight ‘jobs’ sound easy, but they are iterated solutions. David Packles of Peloton shared (October 2020) two instances where Peloton had to iterate on their first JTBD solution.
First, Packles and his team looked at the largest Peloton Facebook groups. Rather than build for the power users, a no-no, they looked for wider use cases, and thought peole wanted to see when their friends were working out.
“People hated it,” said Packles. While the camaraderie between instructors and peers was important to users, the now-ness was not. So they tinkered. There was almost always at least two people in the same workout at the same time. ‘Friends working out now’ became ‘here now’. This worked, forty percent of daily active users now use this feature.
A second instance was the location field. Rather than where, people used it for what. Packles himself is a ‘Peloton dad’. So Peloton added tags which per Packles, “exploded in popularity” and “became a means of expressing yourself rather than connecting with club.” Half of DAUs have some kind of tag. Rather than people near me, the Peloton users wanted people like me.
That’s interesting moments help us understand how other people see the world. Instagram once had a tool that fought spam by looking for accounts that posted a lot and deleted a lot. During one glance through the data, Mike System noticed that in Indonesia a person was doing that – but in an interesting way. Way back in 2013 she was uploading photos of her store’s products and when they sold she would remove the post. Interesting right?
JTBD feels like a spirit of philosophy as much as it feels like a technique or tactic. It’s a way of regularly reflecting on the world. JTBD isn’t an equation, it’s a long process with a lot of inquiry. But it’s worth the work.
Two cool Peloton stats: they film thirty hours of content a day and their 18 month churn is 14%.