Glossaries
Jobs To Be Done Framework
What is the Jobs To Be Done Framework?
The Jobs To Be Done (JTBD) Framework is a user research approach that focuses on understanding the underlying motivations and goals that drive customers to "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 in user research because it shifts the focus from product features to customer needs. By understanding the "job" a customer is trying to accomplish, businesses can create more effective and innovative solutions that truly address user pain points and desires.
How to Use the Jobs To Be Done Framework
- Identify the job: Conduct user interviews and observations to uncover the core tasks customers are trying to accomplish.
- Understand context: Analyze the circumstances and situations in which customers seek to complete these jobs.
- Uncover motivations: Explore the emotional and functional drivers behind the job.
- Map the process: Document the steps customers take to complete the job.
- Identify opportunities: Use insights to innovate and improve products or services.
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.
- A commuter doesn't just buy a car; they "hire" it to get to work comfortably and on time.
- A student doesn't just buy a laptop; they "hire" it to complete assignments and stay connected with peers.
Frequently Asked Questions
- What's the difference between Jobs To Be Done and user personas?: While personas focus on user characteristics, JTBD focuses on the tasks users want to accomplish, providing a more action-oriented perspective.
- How does JTBD improve product development?: It helps teams create solutions that directly address customer needs, leading to more successful and innovative products.
- Can JTBD be used alongside other user research methods?: Yes, JTBD complements other methods like surveys and user interviews, providing a unique lens for understanding user motivations.
