Integration vs specialist forces

Similar to the pushes and pulls identified with the Jobs To Be Done methodology, analysing the users activity map (or value chain) reveals the pushes and pulls at each activity causing them to either be performed together or separately, using the same organisation or performing them at the same location for example.

If you are looking to offer value at two stages of the user journey, for example by bringing the steps together (integration) or by offering value by separating them (specialist) you need to understand the forces at play that might prevent the uptake of the innovation.

These forces have functional, social and emotional aspects, and can be understood by interviewing users and interjecting hypotheticals such as asking if they would consider performing activities elsewhere.

As part of the emotional component, branding (the promises a company makes to its customers) plays a big part in these forces, for example if your bank offered to sell you groceries so you wouldn't have to go to two places as part of your weekly routine would you accept? If not, what part of the banks current ethos would prevent you from doing so? Conversely if a supermarket offered to put in cash machines and services so you wouldn’t have to go to the bank, would you try this service? Does one option appeal more to you? Why?

Understanding these forces is one of the many pieces of data needed to position your innovation for the best chance of success.