As product people, we are tasked with understanding user needs, wants and pain points in order to create user-centered products and features that solve real problems. But what if we could take this a step further and not just understand the solution the user wants, but the underlying job they are trying to do? That’s where the Jobs-to-be-Done (JTBD) framework comes in.
JTBD is a customer-centered approach that seeks to understand the why behind a user’s behavior, rather than just the what. It’s not about what the user wants to buy, but why they want to buy it. It’s not about the features they want in a product, but the jobs they are trying to accomplish. This framework is based on the idea that customers don’t just buy products, they hire them to do a job.
JTBD helps UX Researchers get to the root of a user’s problem by asking questions that go beyond the surface-level features they want in a product. It helps you understand what the user is trying to accomplish and the context in which they are trying to accomplish it. This information is critical for creating products that not only meet user needs, but exceed their expectations.
One of the key benefits of JTBD is that it allows UX Researchers to understand user needs in a broader context, beyond just what they are asking for. It enables you to see how your product fits into the bigger picture of their lives and the jobs they are trying to do. This understanding allows you to create products that are truly user-centered, rather than just a collection of features based on user requests.
Another benefit of JTBD is that it provides a more comprehensive understanding of the user’s decision-making process. By understanding the jobs they are trying to do, you can see what they are willing to pay for, what they are willing to put up with and what they are looking for in a solution. This information is critical for creating products that not only meet user needs, but exceed their expectations.
In order to use JTBD, UX Researchers will need to conduct interviews with users and ask questions that go beyond what they are looking for in a product. You’ll need to understand the context in which they are trying to accomplish the job and what their pain points are. This information is then used to create a job map, which outlines the steps involved in completing the job and the pain points the user experiences along the way.
JTBD can be applied in any industry or market, and is especially valuable for startups that need to understand their target market and create products that meet their needs. It provides startups with a competitive advantage by allowing them to create products that are truly user-centered and meet the needs of their target market.
In conclusion, adding the JTBD framework to your UX Research toolkit will provide you with a more comprehensive understanding of user needs, wants and pain points. It allows you to create truly user-centered products that solve real problems, rather than just a collection of features based on user requests. Whether you’re working at a startup or a larger company, JTBD is an essential tool for UX Researchers looking to create products that truly meet the needs of their users.