Page 109 - Transforming an Idea Into a Business with Design Thinking

88 ◾ Transforming an Idea Into a Business with Design Thinking

The goal is to win individual games of the tournament against several
opponents.

The job that they need to finish is score goals and block goals against
them during the game. There are also jobs which need to be performed
before the game and afterward, such as practice, plan, execute and review.
Jobs could also be considered as actions by the players on the field, such as
passing the ball between the players, intercepting the opponent passing and
so on (Figure 5.3).

Now imagine a business example. We have all been used to calling ride-
share services such as Uber and Lyft for our needs to go from one place to
another. These ride-share companies help users solve the problem of going
from one location to another. Now consider that these companies are ideat-
ing on newer revenue streams. They can consider the segment of working
parents who need to have a safe way of taking their children from home
to school and activities and back home. In this scenario, they will be help-
ing customers do the job of dropping kids to school, picking them up from
school and dropping them at an after-school activity and then picking them
up from the after-school activity location and taking them back home. The
job still remains picking from a location and dropping to a location, but the
goal for the parents is to have a child-safe, reliable and trustworthy way of
picking up and dropping off kids. And the vision is to ensure the intellectual
and psychological well-being of the kids and their parents’ freedom to focus
on their daily routine instead of worrying about leaving work earlier to pick
up and drop off kids.

As you think about your product or service, have a clear understanding
of how you are helping the user in realizing a vision and accomplishing a
goal as the user finishes a job using your solution.

Figure 5.3 Vision, goal and job.