What is the Opportunity Score?
Definition of opportunity scoring
To apply this to the example, if there is a better way to create an app with cross-platform software that saves time and other resources, customers, in this case app developers, are more willing to pay for it.
This method is best used in conjunction with the "Jobs to be Done" model, which ODI's founder describes as "Jobs-As-Activities". The assumption is that a customer buys a product because they want to work with it. Consequently, efforts should focus on how a customer uses a product to improve it.
Jobs to be Done is therefore an innovative, customer-oriented way of thinking and working. Innovation is a process of developing solutions to unmet customer needs with the goal of creating a product that will succeed in the marketplace. Since customer needs are always at the centre, this model is customer-centric.
However, the Job to be Done does not consist of one big task, but of many small ones that lead to a result. Because when an application is developed, there are many small tasks that lead to smaller results and finally to the overall result.
And these can be prioritised with the help of opportunity scoring.
The Opportunity Scoring Process
To stay with our example of app development: The development of an app requires many small steps, such as designing the user interface and writing the programme code. These steps aim to achieve certain outcomes. For example, design aims to present the user interface in a light or dark version, depending on the user's preferences. Programming is about designing the application to allow for individual settings.
To calculate the opportunity score for each outcome, data is collected from the client, usually through interviews. In these interviews, two aspects are asked: importance and satisfaction. For importance, the client is asked how important it is for them to achieve a certain outcome when the Job to be Done is completed. For satisfaction, the question is how satisfied the client is with the strategy used to achieve the desired outcome. Both values can be rated on a numerical scale from 1 to 10, with 1 being the lowest and 10 the highest.
Calculation of the opportunity score
- Opportunity Score = Importance + (Importance - Satisfaction).
However, the chart also shows the areas that can be described as basic needs. These are already well satisfied (appropriately served), but are still very important because they have to be met in order to remain competitive. This area is in the middle of the chart.
This way, you not only see which tasks need to be done and which do not. You can also compare two products with each other. Sometimes you are faced with the decision of whether you should realise product X or Y. If you calculate the opportunity score for both products, you can see which product has more potential for success and thus fulfils the customer's wishes better.
In summary, one can say that opportunity scoring shows which functions, tasks or results are particularly important and should be given special attention during development or revision. It is particularly important to always keep in mind that the primary goal is to pursue the user's goals, as you want to satisfy them. Through feedback, the development can be tailored precisely to the customer, which once again underlines the customer-centred way of thinking.