Customer-Centric Value Creation with a Jobs-To-Be-Done Mindset

Customer-centric mindset

The Customer-Centric Value Creation (CCVC) Framework (low res). Follow this article for explanation.

Information overload

The challenge is mostly too much information. (Own illustration: Wolfram Nagel / TeamViewer)

Understand your customers

Flippers aren’t always about swimming

Flippers aren’t always about swimming. You can also use them to feel like a mermaid. (Photos by Sonnie Hiles and Emily Goodhart)

The hole is not the goal

A drill is not necessarily needed to hang a picture on the wall. (Photo by Manja Vitolic, via Unsplash)

Jobs are stable over time

Jobs are stable over time. Technology can change. (Source / quote from / inspired by Strategyn: The Outcome-Driven Innovation Process — Overview | Images: Record player by Bonnie Duffley, cassette tape by Nico Ilk, Compact Disc by Jamison Wieser, mp3 by Adrien Coquet, streaming music by Scott Lewis / all from the Noun Project)
Needs evaluation by asking for importance and satisfaction on a specific need. (Source / inspired by: Ulwick, A. (2002), Harvard Business Review and Turn Customer Input into Innovation)
Needs evaluation diagram. (Own illustration; source / inspired by Strategyn: The Outcome-Driven Innovation Process — Overview and Quantify your customers unmet needs)

Build a bridge or cross the river?

There is not (never) only one solution to a problem, need or “job to be done”. Initially it is about (to understand) the job (e.g. cross the river), and not to talk about the solution (bridge, boat, swim, etc.) too early. (Photos by Dex Ochoa and Muradi)


True customer centricity means putting the user at the center of every product decision.

Value Creation

Data-informed decisions

User Focus Program


Our personas cover and describe four relevant areas: General description, facts about the user, behavior and usage, and needs and goals.
The persona template in detail. A rough description and some traits about the user. We provide information about usage, and summarize Jobs To Be Done, and pain points.
Filter selection helps to find specific persona-related UFP participants. (Screenshot “TeamViewer User Focus Program”)

Persona-related participants

Jobs To Be Done and the UFP

This is how a job map can look like when we extracted, phrased, and clustered needs for a specific main job. The Map is based on a JTBD template in Mural.
JTBD survey: List view. It makes sense to care about the more relevant needs (higher score) first. (Screenshot “TeamViewer User Focus Program”)
JTBD survey: The Map View shows the distribution of needs on an “importance-satisfaction” diagram. (Not only) The dots in the bottom right area are pretty interesting. (Screenshot “TeamViewer User Focus Program”)

Customer-Centric Value Creation

The framework in a nutshell

The Customer-Centric Value Creation (CCVC) Framework consists of five main stages for product development from initiation to delivery.

The CCVC Framework in high res

The more detailed description of the CCVC Framework incorporates thoughts from other frameworks like the Double Diamond, Design Thinking, or the IBM company Aperto.

The CCVC Canvas

The CCVC Canvas serves as a communication tool and to align the team and stakeholders on a topic or project.


5 tips on how to create value

  1. Establish a customer-centric mindset.
  2. Generate and utilize customer-centric data.
  3. Understand your (most relevant) users and prioritize their needs.
  4. Collaborate and have UX-related discussions at eye-level to find solutions to these needs.
  5. Develop and materialize the solutions and create value for customers and the company.

About the author

Wolfram Nagel (Senior UX Designer)




UX Designer (@TeamViewer), UI Architect, JTBD Practitioner, Author of “Multiscreen UX Design”, Initiator of the “Design Methods Finder”. I love my 👪 and ⚽️🚵📸

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Wolfram Nagel

Wolfram Nagel

UX Designer (@TeamViewer), UI Architect, JTBD Practitioner, Author of “Multiscreen UX Design”, Initiator of the “Design Methods Finder”. I love my 👪 and ⚽️🚵📸

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