"Drones, Design, and Jobs To Be Done. What is the problem being solved? Dontcha love design stakeholders? I read about the furore over plans to introduce drone delivery for fast food, café orders, and non-essentials (I couldn't make it work for prescription medicines) to homes in South County Dublin (B2C, or D2C, if you prefer). The Irish company involved is called Manna (good luck with the international expansion into the Middle East). What could possibly go wrong? Everything, it seems."
"Could it be that the problem that home delivery drones solve is not just logistical, but the lack of decent entertainment or novelty in people's lives? Could it be that the real competitive edge for home delivery drones isn't against bike delivery or takeaways, but TikTok, Netflix, Spotify, and bouncy castles? The JBTD approach should be looked at. Therein is real disruption, perhaps."
Plans to introduce home delivery drones for fast food, café orders, and non-essentials in South County Dublin face practical, regulatory, and social challenges. The Irish company Manna seeks B2C/D2C expansion but faces potential international and operational hurdles. Qualitative observations do not show drones as significantly cheaper or faster for end-to-end fast food delivery. The Jobs To Be Done framework suggests that consumers may hire drone delivery to satisfy novelty, entertainment, or emotional jobs rather than purely logistical ones. User-centred design techniques of observing and asking customers can reveal the actual problem to solve and inform better product direction.
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