Jobs To Be Done (JTBD) is a powerful framework for understanding why people buy and use products. At its core, JTBD is based on the idea that people "hire" products to get a job done. By understanding the job a person is trying to do, designers can create products that better meet their customers' needs.
JTBD is not just another customer research method or a way to identify pain points. Instead, it's a way of thinking about design that helps designers create products that are more aligned with what their customers want to achieve. JTBD can be applied to a wide range of design problems, from creating new products to improving existing ones.
Applying the “Jobs To Be Done” framework
Identify your customer segments: Start by identifying the different types of people who might use your product. This can be done through research, surveys, or user testing. Once you have a list of customer segments, you can create personas to represent each segment.
Develop your personas: Personas are fictional characters that represent the different types of people who might use your product. Personas are based on data and research about your customers, including demographics, behaviors, and goals. By creating personas, you can better understand your customers' needs and motivations.
Identify the jobs your customers are trying to do: Once you have developed your personas, you can use them to identify the jobs each persona is trying to do. This might involve talking to customers, conducting surveys, or analyzing data. By understanding the jobs your customers are trying to do, you can design features and experiences that better meet their needs.
Map out the customer journey: Once you have identified the jobs your customers are trying to do, you can map out their journey. This involves understanding the different steps they take to accomplish their job and the different touchpoints they have with your product. By mapping out the customer journey, you can identify opportunities to improve the customer experience.
Design for the job, not the solution: When designing your product, focus on the job your customers are trying to do, not the solution. This means designing features and experiences that help your customers accomplish their job, rather than simply adding new features or solutions.
Useful JTBD frameworks and canvases
Here are some handy frameworks and canvases to leverage.
The Job Map: This canvas is a visual representation of the jobs that customers are trying to do, and the context and emotions that surround those jobs. It helps designers to better understand the jobs that customers are trying to do, and how they can design products and experiences to better meet those needs. GitLab’s article here provides some practical tips on how you can approach a Job Map, and how you can put it to use.
The Jobs To Be Done Playbook: Strategyn’s playbook is a step-by-step guide to implementing the Jobs To Be Done framework in your organization. It includes templates, checklists, and examples to help designers and product owners apply the JTBD framework more effectively.
The Customer Needs Matrix: This matrix, developed by Anthony W. Ulwick, is a tool for identifying and prioritizing customer needs. The matrix involves identifying customer needs and ranking them based on importance and satisfaction.
The Value Proposition Canvas: This canvas, developed by Alexander Osterwalder and Yves Pigneur, is a tool for designing and testing value propositions. It helps designers to understand the jobs their customers are trying to do, and design value propositions that meet those needs.
Strategyn’s Resources: A fantastic collection of books, white papers, articles, webinars, blog and courses explain how and why JTBD works and how to put it into practice.
Why even use JTBD?
Jobs To Be Done enables you to gain a deeper understanding of your customers' needs and motivations, and design products that better meet those needs. JTBD is not just a research method or a design technique, it's a way of thinking about design that puts the customer at the center of the design process. And, by understanding the jobs that customers are trying to do, designers can create products that help customers accomplish those jobs more effectively.
By leveraging the Jobs To Be Done framework, you’re able to create products that truly resonate with people, moving beyond superficial solutions and creating products that truly meet your customers' needs.