To find a new approach to serve sports fans, I ran and moderated a design sprint. The goal was to create an engaging sports product that filled an unmet or underserved need in a way that could also differentiate us from competitors.
During the sprint, I incorporated the teachings of Clayton Christensen. Specifically, his “Jobs to be done” framework. In it, he makes the case that people are hiring a product to do a specific job. By Uncovering that Job you are able to understand their need in its essence and meet it with an entirely new perspective.
Facebook and SnapChat are a great example of this. Both companies are hired to do the same job, the ability to “share a moment”, What differs is their approach and delivery of that experience. This is how SnapChat is able to compete for market share; by not providing identical features but having a different approach to the act of “capturing and sharing a moment”.
After listing user needs of current sports apps and how the job has been satisfied in different variations throughout time. We then segmented user needs, grouping people who believe the same needs are important. Then by unmet needs, those who are not satisfied with their ability to meet those needs today to uncover the “Job” to be done in sports. By finding the essence of the Job to be done, we were able to brainstorm new approaches for delivering a 10x experience with clear user value.
The underlying “job” to be done can vary widely across sports fans. Varying Jobs include being a part of something bigger than yourself, a way to pass time, being entertained, a form of competition, and also establishing common ground. However, the essence of the job we are competing for is an encompassing one - "to be informed". Viewing the now defined job in this new light we were able to see where current apps fail. Potentially providing us with a window of opportunity to gain momentum with a product solving those needs. The areas they fell short were in community, -redacted- and -redacted-.