Glossaries
Jobs To Be Done
What is Jobs To Be Done (JTBD) in Product Management?
Jobs To Be Done (JTBD) is a framework in product management that focuses on understanding the underlying motivations and goals of customers when they use a product or service, rather than just their demographic characteristics or surface-level needs.
Synonyms: JTBD, Jobs-to-be-Done, Job to be Done, Customer Job Theory
Why Jobs To Be Done is Important in Product Management
Jobs To Be Done (JTBD) is crucial in product management because it shifts the focus from product features to customer outcomes. By understanding the "job" a customer is trying to accomplish, product managers can create more innovative and targeted solutions that truly meet user needs.
How to Apply Jobs To Be Done in Product Development
- Identify the job: Understand what task or goal the customer is trying to achieve.
- Analyze the context: Consider the circumstances and motivations surrounding the job.
- Uncover pain points: Identify current frustrations or inefficiencies in accomplishing the job.
- Innovate solutions: Develop products or features that better fulfill the job.
- Validate and iterate: Test your solutions and refine based on customer feedback.
Examples of Jobs To Be Done in Action
- Streaming services: The job is not just "watching TV" but "unwinding after a long day" or "spending quality time with family."
- Ride-sharing apps: The job isn't merely "getting a ride" but could be "arriving at a business meeting on time and stress-free."
- Fitness trackers: The job goes beyond "tracking steps" to "feeling in control of one's health" or "achieving personal fitness goals."
Frequently Asked Questions about Jobs To Be Done
- What's the difference between Jobs To Be Done and user stories?: While user stories focus on specific actions users want to take, JTBD looks at broader motivations and desired outcomes.
- How does Jobs To Be Done relate to customer personas?: JTBD complements personas by adding depth to understanding customer motivations, going beyond demographic information.
- Can Jobs To Be Done be used for B2B products?: Yes, JTBD is equally applicable to B2B contexts, helping understand the goals and challenges of business customers.