Identifying Jobs to Be Done

Identifying Jobs to Be Done (JTBD) involves understanding the fundamental tasks that users hire a product or service to accomplish. It focuses on the users' underlying needs rather than the product features, emphasising the outcome users seek to achieve.

Goal

The goal is to uncover the real reasons customers use a product, enabling teams to develop solutions that truly address user needs and motivations, thereby improving product value and customer satisfaction.

Context

People "hire" products to help them accomplish specific tasks or achieve certain outcomes. Understanding these jobs is essential for creating products that are truly valuable to users. Jobs to Be Done analysis provides a clear framework for understanding user needs and motivations, guiding product development efforts.

Types of Job

TypeDescription
Functional JobsThe core tasks that users need to accomplish, such as sending an email, tracking expenses, or booking a flight.
Emotional JobsThe feelings and emotions users seek to experience, such as feeling secure, confident, or entertained.
Social JobsThe social roles and relationships users want to maintain or enhance, such as being a good parent, a respected professional, or a valued friend.

Inputs

ArtifactDescription
Research RepositoryA centralised database or repository of all the outputs of the primary and secondary research.

Outputs

ArtifactDescriptionBenefits
Jobs to be Done (JTBD)A list of job stories that represent the core tasks, emotional needs, and social roles that users seek to fulfill.
  • Provides a deeper understanding of user needs and motivations - Avoids demographic assumptions - Focuses on the functional, emotional and social needs of users

Feature Focus Over JTBD: Prioritising product features without understanding the underlying jobs, leading to misalignment with user needs.Ignoring Emotional and Social Jobs: Overlooking the emotional and social dimensions of jobs, which can be as important as functional tasks.Static JTBD Analysis: Failing to revisit and revise the JTBD framework as user needs and market conditions evolve.Underutilising User Insights: Not leveraging the full range of available user feedback and data to inform the JTBD analysis.

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