-
-
-
-
The "Jobs-to-be-Done" (JTBD) method is a framework or approach used to understand customer needs and identify problems that are relevant to them. This concept focuses on what the customer is trying to achieve or resolve, that is, the job they want to accomplish, rather than what exactly they are buying or what product they are using. JTBD considers that customers purchase products and services to fulfil specific tasks or achieve certain goals.
Implementation Steps of the Method
- Identification of User Segments: Start by identifying the different user segments that are interested in your product or service. These segments should be defined based on common characteristics, needs, or goals.
- Creation of Personas: Select one or more key user segments and create their personas. Personas are fictional characters representing typical customers with specific needs, goals, and characteristics. For each persona, identify their main tasks or goals that are important to them in relation to the product or service you offer.
- In-Depth Interviews and Observation: Conduct in-depth interviews or observations for each persona to gain a better understanding of their needs and motivations. Ask them to describe situations where they were unable to complete their tasks or achieve their goals, and analyze the problems or obstacles this caused.
- Identification of Core Tasks: Based on the interviews and observations, identify the core tasks or goals that customers associate with using your product or service. Focus on the fundamental motivations and needs driving these tasks.
- Creation of a JTBD Map: Use the collected data to create a Jobs to be Done (JTBD) map that displays the main tasks or goals of users, their context, and their experiences in addressing these tasks. The map should detail each task, including the situations in which it occurs, the problems or needs it triggers, and the experiences and outcomes users expect or encounter.
- Analysis and Outcomes: Analyse the collected data and the JTBD map to identify patterns, trends, and key areas for improvement. Identify opportunities for innovation or enhancement of the product or service that could better meet the needs and goals of users.
Tips
- Involve diverse team members from different functions (e.g., design, engineering, marketing, customer support) in the JTBD process. Different perspectives can enrich the understanding of user needs and lead to more holistic solutions.
- Apply the JTBD lens to explore areas where current solutions fall short or where there are gaps in the market. Analyse user feedback and behaviour to uncover unmet needs that are not being fully addressed by existing products or services.
- Regularly revisit and update your JTBD insights based on new data and user feedback. User needs and contexts can evolve, so it’s essential to keep your JTBD analysis current to ensure that your solutions remain relevant and effective.
Template can be download here: JOBS TO BE DONE
The "Jobs-to-be-Done" (JTBD) method is a framework or approach used to understand customer needs and identify problems that are relevant to them. This concept focuses on what the customer is trying to achieve or resolve, that is, the job they want to accomplish, rather than what exactly they are buying or what product they are using. JTBD considers that customers purchase products and services to fulfil specific tasks or achieve certain goals.
Implementation Steps of the Method
- Identification of User Segments: Start by identifying the different user segments that are interested in your product or service. These segments should be defined based on common characteristics, needs, or goals.
- Creation of Personas: Select one or more key user segments and create their personas. Personas are fictional characters representing typical customers with specific needs, goals, and characteristics. For each persona, identify their main tasks or goals that are important to them in relation to the product or service you offer.
- In-Depth Interviews and Observation: Conduct in-depth interviews or observations for each persona to gain a better understanding of their needs and motivations. Ask them to describe situations where they were unable to complete their tasks or achieve their goals, and analyze the problems or obstacles this caused.
- Identification of Core Tasks: Based on the interviews and observations, identify the core tasks or goals that customers associate with using your product or service. Focus on the fundamental motivations and needs driving these tasks.
- Creation of a JTBD Map: Use the collected data to create a Jobs to be Done (JTBD) map that displays the main tasks or goals of users, their context, and their experiences in addressing these tasks. The map should detail each task, including the situations in which it occurs, the problems or needs it triggers, and the experiences and outcomes users expect or encounter.
- Analysis and Outcomes: Analyse the collected data and the JTBD map to identify patterns, trends, and key areas for improvement. Identify opportunities for innovation or enhancement of the product or service that could better meet the needs and goals of users.
Tips
- Involve diverse team members from different functions (e.g., design, engineering, marketing, customer support) in the JTBD process. Different perspectives can enrich the understanding of user needs and lead to more holistic solutions.
- Apply the JTBD lens to explore areas where current solutions fall short or where there are gaps in the market. Analyse user feedback and behaviour to uncover unmet needs that are not being fully addressed by existing products or services.
- Regularly revisit and update your JTBD insights based on new data and user feedback. User needs and contexts can evolve, so it’s essential to keep your JTBD analysis current to ensure that your solutions remain relevant and effective.
Template can be download here: JOBS TO BE DONE
