Product Opportunity Gap Analysis Report: Facebook & Instagram Services

This report, prepared as part of an Innovation and Design course assignment, provides a comprehensive analysis of Facebook and Instagram services. The report applies three key analytical frameworks: Job-To-Be-Done, Outcome Expectations, and Value Quotient. The Job-To-Be-Done analysis identifies and prioritizes customer needs related to the services, specifically focusing on video recording and sharing. The Outcome Expectations analysis details desired and undesired outcomes, leading to the identification of key areas for improvement such as communication speed, security, and data loss prevention. Finally, the Value Quotient analysis assesses the ratio of desired to undesired outcomes, highlighting the strengths and weaknesses of current solutions like video cameras, mobile phones, and social media applications. The report concludes with recommendations for product improvements, particularly focusing on enhancing video quality, and includes scenarios, task analysis, and the definition of product attributes.

Assignment #1:
Product Opportunity Gaps
Prepared by:
Noora Ahli 5607437
Fatma Mahdi 5607188
Submitted to:
Dr. May El Barachi
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Abstract
This report is a part of Innovation and Design course assignment. It illustrates the learning
outcomes of the course so far. Furthermore, the report covers the three analyses done for
Facebook and Instagram Services. The analyses include: Job-To-Be-Done, Outcome
Expectations, and Value Quotient.
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Table of Contents
1. Introduction...............................................................................................................................4
2. Job to Be Done Analysis...........................................................................................................4
3. Outcome Expectations Analysis...............................................................................................5
4. Value Quotient Analysis...........................................................................................................6
5. Conclusion................................................................................................................................8
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1. Introduction
Facebook and Instagram were created in order to satisfy and fill the gaps in people’s needs.
Generally, these two applications are plenty used in social networks by people to share their
pictures and videos with others. And since many people around the world are using them, these
applications are also used as business tools for advertising and marketing. In this report, we
chose Facebook and Instagram services as a Product Opportunity Gap –POG- in order to apply
the following analyses to it:
- Jobs-To-Be-Done Analysis
- Outcome Expectations Analysis
- Value Quotient Analysis
2. Job to Be Done Analysis
The Job-To-Be-Done analysis is a basic framework used for understanding the needs of
customers and it identifies, categorizes and prioritizes the need of the market. This theory
specifically focuses on the outcomes the customer expects. To apply this theory on Facebook and
Instagram Services, the needs of customers were considered and prioritized and are listed below
as job statements:
Job Statements Table
1. Record, store and share videos with friends
2. Take, edit and share photos and images with friends
3. Comment and give feedback on others posts
4. Chat and interact with friends
5. Live chats and videos with others
6. Create a personal profile page and share it
7. Exchange information and news with others
8. Promote new businesses
9. Social advertising and marketing tool
10. Create groups for easy communications
As we know, nowadays, video clips talk and describe the event more than the images. Having a
video capture of an event will save all small details and moments, unlike taking an image that
may miss a significant part of the event. Therefore, we chose the job statement to be: Record,
store and share videos with others, to find and search a suitable way for capturing a high and
good quality of videos and easy sharing methods.
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3. Outcome Expectations Analysis
Outcome expectations analysis goal is to list the desired and undesired outcomes of the job
statement which leads to produce more worth and valued product that meet the customer
satisfaction than the existing service or product. This analysis is done as per below table on the
following job statement: Record, store and share videos with others.
Customer Provider
Desired - High video quality and resolution
- Large storage
- Save memories
- Stabilization of video shots
- Eliminate noises
- Easy to use
- Easy to install
- Strongly secure private data
- Inexpensive way to record videos
- Easily to share and communicate
- Fast way to communicate
- Can work with all types of smart
phones
- Recording long term videos
- Editing recorded videos
- Easy to produce and provide
- Cheap to maintain
- Can be used with all smartphones
- High security of data
- High quality
- Marketing support
- Easy to advertise
- Meet customer needs and expectations
Undesire
d
- Low video quality and bad resolution
- No enough storage
- Loosing data and memories
- Hacking personal information
- Difficult to use
- Difficult to install
- Expensive
- Weak and slow communication
- Does not work with existing smart
phones
- Videos recorded can be mistakenly
deleted
- Unable to record long videos
- No editing option
- Complicated process to be produced
- Expensive to maintain
- Hacking and data losses
- Unable to work with existing
smartphones
- Difficult to integrate
- Having bad reputation
- Difficulty to promote and advertise
- Cannot manufacture the product with
large storage
- Complicated to support
The outcome expectations grid mentions many desired vs. undesired outcomes expectations of
the customers and the provider, as per the grid, the followings are the prioritized outcome
statements:
1. Increasing the speed of communication and video sharing.
2. Maximizing the security sharing level.
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3. Minimizing data and personal information losses.
4. Decreasing the difficulty of installing on smart phone.
5. Minimizing the difficulty of using video recorder.
6. Reducing the maintaining cost for the supplier.
7. Increasing the good reputation of the provider.
8. Maximizing the storage to save a large amount of memories.
9. Maximizing the ability of shooting long videos.
10. Increasing the resolution and quality of recorded videos.
4. Value Quotient Analysis
The value quotient analysis describes the ratio of the desired outcomes to the undesired outcomes
of a specified Job-To-Be-Done statement as shown in below equation:
Desired Outcome
Undesired Outcome
As per the above equation, in order to improve the value quotient, one has to look at different
ways to increase the desired outcomes of the job statement and to reduce the undesired outcomes
of the same.
The perfect solution for recording, storing and sharing videos with others is shown in below
graph, where it is extremely easy to use, high quality and resolution, and a very high
communication speed with a zero cost and zero data losses.
Three current solutions are used for video recording nowadays are as follows:
1. Video cameras
2. Mobile phones
3. Social media applications
Ease of Use Cost Quality Data Loss Communication
Speed
0
0.2
0.4
0.6
0.8
1
1.2
Perfect Solution
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Video cameras are somehow easy to use, with a high cost and high quality, data may not be lost
easily, and no communications with other applications unless the videos are downloaded
somewhere.
Mobile phones are somehow easy to use, with a high cost, not a very high quality, data might be
lost, communication speed is good.
Social media applications such as Facebook and Instagram are there for recording videos and
editing them with a not so high quality, low cost since the applications are downloaded on
existing smart phones, not a high quality, data may not be lost easily, and a good communication
speed.
The value analysis plot below shows the differences between the perfect solution and the
currently used techniques for video recording and the table below shows the selected values for
each.
The graph shows that all the three existing solutions in the market are not identical, such that all
the solutions have a lower easiness to use points, higher costs, lower picture quality, higher
ability of data losses, and lower communication speed.
Ease of Use Cost Quality Data Loss Communication
Speed
0
0.2
0.4
0.6
0.8
1
1.2
Value Analysis Plot
Perfect Solution Video cameras Mobile phones Social media
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Criteria Perfect
Solution
Video
cameras
Mobile
phones
Social
media
Ease of Use 1 0.5 0.7 0.8
Cost 0 0.85 0.8 0.1
Quality 1 0.8 0.6 0.6
Data Loss 0 0.6 0.5 0.6
Communication Speed 1 0.1 0.9 0.9

The best graph to the identical solution is the social media. Where social media applications such
as Facebook and Instagram are easy to use, people can get familiar with very easily, free to
install, the cost depends on the existing device with the customer whether it is a smart phone,
tablets, or others, good quality, ability of data losses are not high, and the speed of
communication is high.
1. Ease of use 2. Cost 3. Quality 4. Data loss 5. Communic
speed
- Basic functions
- Simple interface
- Tutorials
- Less parts and
components
cost
- Cheaper
materials
- High
resolution
lenses
- High pixels
range
- HD
cameras
- High
security
level
- Authentic
ation
passwords
- Fast conne
to Etherne
- Wireless d
The different ways that can help to close these gaps are as follows:
In our point of view, the most desired promising product opportunity is the quality of the videos
taken. And by that, we do recommend the companies to find out ways in order to improve the
quality. This product opportunity is chosen because of the low-resolution videos and snapshots
that could be taken using the applications themselves. This would save the customers time,
instead of taking videos using cameras and downloading them to be shared.
5. Conclusion
In this report, the three analyses are applied for a job statement. The learning outcomes from the
report are as follows: to get familiar on how to apply JTBD, outcome expectations, and value
quotients analyses.
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Questions
A. Scenarios and task analysis
 Describe in 1 to 2 paragraphs, a compelling scenario that describes a person or group of
people in a specific situation related to the focused JTDB and the most promising
problem statements you identified in steps A and B.
 Note: Your scenario should illustrate who your target customer is, what their need is,
why they have that need, how the task is currently accomplished, and when it happens.
 Based on the defined scenario, break down the job to be done into a series of detailed
steps.
 Analyse each steps and identify the ones that need to be improved, eliminated, or
otherwise changed for the better.
 Come up with a prioritized list of value opportunities that should be pursued
B. Product Attributes Definition
Refine your scenario to make it more specific by incorporating the product attributes
identified and the main stakeholders to be considered.
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