{"id":8279,"date":"2025-04-29T18:11:02","date_gmt":"2025-04-29T16:11:02","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/progress-design-map-visual-tool-for-innovation-and-jtbd\/"},"modified":"2026-08-12T11:23:50","modified_gmt":"2026-08-12T09:23:50","slug":"progress-design-map-visual-tool-for-innovation-and-jtbd","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/progress-design-map-visual-tool-for-innovation-and-jtbd\/","title":{"rendered":"Progress Design Map – Visual tool for innovation and JTBD"},"content":{"rendered":"\n

The Progress Design Map<\/strong> is the central design tool in the JTBD Innovation Framework<\/a><\/strong>.
It translates qualitative customer insights into precise hypotheses, shows the problem-solution fit<\/em> in each phase of the progress cycle and visualises customer needs<\/strong>.
Product, marketing or strategy teams can thus recognise which solution really fulfils the customer’s job<\/strong> and can prioritise their innovation roadmap based on data.<\/p>\n\n

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Book an online meeting with Peter here<\/a><\/div>\n<\/div>\n\n
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\"Progress<\/figure>\n\n
PD Map A4<\/a>Download<\/a><\/div>\n\n

Introduction: The basic premise of progress<\/strong><\/p>\n\n

The Progress Design Map<\/strong> is based on the jobs-to-be-done theory<\/a>, which assumes that people want to make continuous progress. This progress means that they want to complete an existing task or challenge in a specific context better and more efficiently. To achieve this goal, they turn to products, solutions, services or even entire companies. Case studies can be found here<\/a>. <\/p>\n\n

The progress process takes place in five phases:<\/p>\n\n

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  1. Passive looking<\/strong>: People perceive their current situation and begin to recognise possible improvements without actively looking for solutions.<\/li>\n\n\n\n
  2. Active looking<\/strong>: They identify their specific needs and begin to actively search for suitable solutions.<\/li>\n\n\n\n
  3. Decision<\/strong>: People weigh up different options and choose a solution.<\/li>\n\n\n\n
  4. First use (or hire) of a different solution:<\/strong> The selected solution is used in practice for the first time.<\/li>\n\n\n\n
  5. Ongoing use (or hiring) of the new solution:<\/strong> Based on the experience gained from the first use, the new solution is commissioned again.<\/li>\n<\/ol>\n\n

    The Progress Design Map<\/strong> makes it possible to design relevant progress for people in each of these five phases and to compare this precisely with existing, evident research data. Only the most relevant and highly useful data from qualitative research is used to guide the development of the solution in a targeted manner. <\/p>\n\n

    1. Structure of the Progress Design Map<\/strong><\/h2>\n\n

    The Progress Design Map<\/strong> is divided into four main areas, which together provide a visual representation of the design and innovation process. The Progress Design Map<\/strong> focusses on the most commercially valuable information from structured qualitative research \u2013 research data that has been sorted into clearly defined groups of elements of progress<\/strong> beforehand, for example with the Wheel of Progress Canvas<\/a><\/strong>. <\/p>\n\n

    Upper area – Demand-Side<\/strong><\/h3>\n\n