Glossaries
Jobs To Be Done Framework
What is the Jobs To Be Done Framework?
The Jobs To Be Done (JTBD) Framework is a product management approach that focuses on understanding the underlying motivations and goals of customers when they "hire" a product or service to accomplish a specific task or achieve a desired outcome.
Synonyms: JTBD Framework, Jobs-to-be-Done Theory, Outcome-Driven Innovation
Why the Jobs To Be Done Framework is Important
The Jobs To Be Done Framework is crucial for product managers because it shifts the focus from product features to customer needs. By understanding the "job" a customer is trying to accomplish, product teams can create more innovative and targeted solutions that truly address user pain points.
How to Use the Jobs To Be Done Framework
- Identify the job: Conduct user research to understand what tasks or goals customers are trying to achieve.
- Define the context: Consider the circumstances and environment in which the job needs to be done.
- Uncover pain points: Analyze the current solutions and their shortcomings.
- Develop solutions: Create products or features that better fulfill the job than existing alternatives.
- Test and iterate: Continuously gather feedback and refine the product based on how well it performs the job.
Examples of Jobs To Be Done
- A person doesn't just buy a drill; they "hire" it to create holes in walls for hanging pictures.
- Customers don't simply purchase a milkshake; they "hire" it to make their morning commute more enjoyable and less boring.
- People don't merely buy project management software; they "hire" it to help them collaborate effectively and meet deadlines.
Frequently Asked Questions
- What's the difference between Jobs To Be Done and user stories?: While user stories focus on specific features from a user's perspective, JTBD looks at the broader goal or outcome the user wants to achieve, regardless of the specific solution.
- How does JTBD relate to customer personas?: JTBD complements personas by adding depth to customer motivations, focusing on the desired outcomes rather than demographic information.
- Can JTBD be used alongside other product management frameworks?: Yes, JTBD can be integrated with frameworks like Agile or Design Thinking to provide a more comprehensive approach to product development.
