Integration vs specialist forces

A users activity map (or value chain) is a series of steps a user goes through in order to get the end result they desire. Some of these chains are quite simple, but others less so. For example when buying a TV you might go to a store to have a look at one, but then buy it online. The store formed part of the value chain of you being able to check the product before buying it.

Similar to the pushes and pulls identified with the Jobs To Be Done methodology, analysing the users activity map reveals the pushes and pulls at each activity causing them to either be performed together or separately, this includes using the same organisation (or not) or performing them at the same location (or not).

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 uptake.

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 so you wouldn’t have to go to the bank, would you try this service? Does one option appeal more to you? Why?