What job causes your credit union to hire a website? Famous Harvard professor Clayton Christensen asks a similar question about milkshakes, which has become the most well-known example of his Jobs to be Done theory of innovation. He asks, “What job causes you to hire a milkshake?”
For the milkshakes described by Christensen in the video above, morning commuters bought them for entertainment during long, boring drives to work. An article on the website of Harvard Business School tells the rest of the story: “Understanding the job to be done, the company could then respond by creating a morning milkshake that was even thicker (to last through a long commute) and more interesting (with chunks of fruit) than its predecessor.”
By understanding the jobs of your credit union website design, you can identify ways to improve it.