In other words, if your users want a drill only for the enjoyment of seeing a beautiful painting hanging on their wall, your product team might become exclusively focused on meeting that single objective, which could lead to a drill that isn’t designed with comfort or ease-of-use as a priority. Part of the JTBD approach involves asking “Why” and “What.” Why do your customers want a specific feature? The common confusion for people who use personas is the term “jobs”. Jobs to be Done (sometimes referred to as JTBD or Jobs-to-be-Done) is a market research framework focused on uncovering the underlying tasks (or jobs) that customers are trying to get done in their lives. JTBD analyzes why people make their purchases. How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, organize and prioritize customer needs. In the beginning, I mentioned Google Glass as a product that didn’t find traction with a broad audience. The most straightforward way is to talk to customers. Some are little jobs, some are big ones. By using the JTBD framework, Google could develop and market a version of Google Glasses that finds success. As you think about your product and market, use the JTBD framework to determine why users make their purchases by reframing their relationship to their needs. Perhaps the most famous example of the JTBD framework put into motion is Clay Christensen’s milkshake case study. Categorize the Jobs to be Done. I used Adobe Premiere to create a high production quality video used for marketing. Your ideal targets are customers who recently bought your product or a similar product, perhaps from a competitor. When we talk to customers about the problems they’re experiencing, they’ll often speak in terms of their proposed solution. Let me illustrate with a personal story. The jobs to be done (JTBD) framework is a theory pioneered by Harvard Business School Professor Clayton Christensen, who also developed the theory of disruptive innovation. Implied in Ford’s quote though, is that the job to be done is to get from Point A to Point B faster. Philip Kotler calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him with “bringing predictability to innovation.” The jobs-to-be-done framework was developed by Tony Ulwick, founder of the innovation consulting firm Strategyn. People generally are seeking out products and services to help them get jobs to be done faster or cheaper, depending on more specific characteristics of the situation. The approach is so effective; even Snickers uses to stay customer-centric in their advertising and promotions. This method has several benefits: 1. By browsing this website you are agreeing to our, Access a free trial of productboard today, Action verb -> Object of action -> Clarifier, Listen to music without buying the whole album, Transfer money immediately (Paypal’s mobile app), Eat takeout food without leaving the house (Uber Eats), Exercise with others without going to a gym (Peloton), Desired outcomes customers want to achieve, Undesired outcomes customers want to avoid, Desired outcomes providers want to achieve, Undesired outcomes providers want to avoid, Action verb (an improvement) -> Measurable characteristic (related to the improvement) -> Clarifier (related to user). Jobs-to-be-done, on the other hand, signal action. JTBD has become extremely popular with the product and innovation community. Although it involves a lot of probing to uncover your customers’ true motivations, JTBD still requires you to translate those underlying customer goals or “jobs” into practical tools or solutions to build. When we realize we have a job to do, we reach out and pull something into our lives to get the job done. The job to be done is fundamentally is what the user is trying to accomplish. It is the focal point around which a market is … Previous to the iPod explosion, the average user would go to a music store, browse CDs, purchase some of them, go home, and listen to the CD in their player. What Ford’s quote implies is that most people will fall into the trap of thinking that what the user is trying to accomplish is to ride a faster horse. What has changed over the years is the types of products people have hired to get that job done: faster cars, trains, planes, electric scooters, and more. The JTBD Framework. When using this framework, a product team attempts to discover what its users are actually trying to accomplish or achieve when they buy a … “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford. We encounter triggering events throughout the day which means we encounter jobs to be done throughout the day too. 2. Despite being almost 30 years old, little has been written on applying Jobs-to-be-Done to software companies. Ford understood that you have to get past the “noise” of their solution to get to their actual problem. To create a compelling customer experience. Jobs to be Done Managed by Alan Klement, is where JTBD practitioners share their experience, tools, and stories of using the theory of Jobs to be Done to become great at creating and selling products that people will buy. Zbigniew Gecis groups these outcomes in the following way: This grouping will help further clarify how your potential solution aligns with the job that the user needs to accomplish. Our jobs to be done template follows the framework of Clayton Christensen, a Harvard Business School Professor, and the pioneer of The " Jobs-to-Be-Done theory." Even if your team typically uses a different prioritization framework in your product development, applying the jobs-to-be-done theory is a worthwhile effort. The best way to chart your conversation with a customer is to start with their thinking at the point of purchase and work your way back to their original intent. Jobs-to-be-Done Theory proposes that in order to understand customer needs in a way that makes innovation predictable, companies should stop focusing on the product or the customer and instead focus on the underlying process or “job” the customer is trying to get done. But if you’re Apple, and you’re looking at the JTBD of wanting to listen (and implicitly buy) music, you might create something completely new. When looking at Jobs-to-be-Done, we should also consider its subcomponents as well. As a result, it can help a product team uncover the underlying goal that users are trying to achieve: the enjoyment of seeing a picture hanging in their living room. }); prioritization frameworks for product development, what your users actually want — and why, Product Management vs. Project Management. Once you’ve gone through and analyzed your interviews, craft a simple statement capturing each Job-to-be-Done. Built on top of the Product Excellence framework, productboard serves as the dedicated system of record for product managers and aligns everyone on the right features to build next. I could focus my time on the other JTBDs needed to get dinner ready for the family. Access frameworks, templates, examples and case studies. If you wanted to improve this process without really crafting a Jobs-to-be-Done statement, you might enhance the retail checkout function, or you might add listening stations in the stores. The Jobs to Be Done framework is a way for companies to identify the jobs that customers hire products to accomplish. The theory is that people hire products to do “jobs”. 1. Because the job metaphor forces product teams to delve deeper into what their customers actually want, JTBD can help focus product development on solving problems as opposed to building features. As the book The Innovator’s Toolkit explains, a job to be done is neither a product nor a solution itself; rather, it is the higher purpose for which a customer would buy a product and solution. With many approaches to product development, organizations ask their target user personas what they want —and then build what their users tell them to. In the functions of product and marketing, … Henry Ford’s quote (though there is some argument whether he truly said this or not) gets to a key point about why the JTBD framework is helpful. The set of “jobs” for the product amounts to a comprehensive list of user needs. It draws together some of the most valuable lessons we’ve learned from applying the Jobs-to-be-Done framework to our product, design and marketing over the past few years.. target: '.pp-hubspot-embed-form--subscribe', The statement below could be a JTBD that helped them devise their ecosystem of a music store and music device. Definition: Jobs-to-be-done (JTBD) is a framework based on the idea that whenever users “hire” (i.e., use) a product, they do it for a specific “job” (i.e., to achieve a particular outcome). hbspt.cta.load(3434168, 'cd538938-97cc-4c86-9e3f-25c8dab717c2', {}); JTBD begins with the logical theory that people buy any product or service to get something done or to achieve a specific desired state. In the often-used example, the surface-level explanation is, “I need a drill.” Probing a little deeper, we discover the customer actually needs a well-drilled hole. The argument is that people don’t hire a product to simply do work, they hire a product to fulfill their needs. But the jobs-to-be-done theory takes this probing deeper still. Jobs to be Done framework is a way of speaking to customers without directly asking them what they want. The Theory of Jobs to Be Done (JTBD) provides a framework for doing so. Other times we know they’re coming. productboard is a product management system that enables teams to get the right products to market faster. The job executor is trying to get 3 distinct jobs done: The core functional job: This is defined as the underlying process the job executor is trying to get done in a given situation. If the distance is very far, then a functional aspect may lead to buying an airplane ticket as opposed to driving a car. Jobs arise in our lives that we need to get done. As technology progressed over the years, people still have the basic need to get from Point A to Point B. In getting from Point A to Point B, the functional aspect is the travel to and arriving at Point B. In this case, the job to be done is getting from Point A to Point B. I’ve used both, and in both cases, I “hired” each to do a different job. How to employ the Jobs-to-be-Done Needs Framework to categorize, define, capture, and prioritize customer needs including the following:-The Core Functional Job-to-be-Done and Desired Outcomes-Related Jobs-Emotional and Social Jobs-Consumption Chain Jobs-Financial Desired Outcomes 2. I’m 6-feet-8-inches tall. For instance, people hire deodorants because they want to smell fresh and feel clean (ideal outcome), not because it neutralizes body odor (actual function). Jobs to Be Done. Made all over the world. Another way to illustrate JTBD may be to look at the difference between Adobe Premiere and Apple iMovie. You’ll have greater certainty about what to build next and why. Access a free trial of productboard today. I assume Apple did plenty of research to determine the Clarifier, making their musical endeavors a huge success. Another personal emotional aspect may be a health consideration, which may lead someone to use a bike or to walk. Copyright © 2020 Productboard, Inc. All rights reserved. Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success. When you’re designing a product, your goal is to deliver something that customers want. It can help give your team a different perspective — and possibly a deeper level of understanding — about why your customers buy your products, and how you can make them better. I didn’t need to stir it, watch the heat, or anything. Nike sits atop the list of best-selling athletic apparel and … But it’s your job to develop a solution, not theirs. When I first used it, I thought it wasn’t cooking much faster for a lot of recipes I’ve made using a regular pot. They also help you understand what to look for as you dig through interview transcripts. The way the JTBD framework reframes the connection between a user and user’s problem or need is by phrasing the need as a job that the user wants to get done. Where this framework differs, though, is that it then takes the next step to explore customers’ true motivations for buying. Recently, the Jobs-to-be-Done (JTBD) framework has emerged as a popular one to get to the heart of a user’s needs by reframing a user’s relationship to their problem. People don’t simply buy products or services; … I need to eat. The structure is similar to the JTBD but contains a little more nuance: In the above example, I’m talking about my Instant Pot. Using jobs-to-be-done framework to idenitfy user needs and pain points for suucessful product innovation and marketing Apologies, but something went wrong on our end. Unfortunately, that’s a fairly broad statement making it something nice to say but far more challenging to put into practice. The jobs-to-be-done framework is an approach to developing products based on understanding both the customer’s specific goal, or “job,” and the thought processes that would lead that customer to “hire” a product to complete the job. css: '', The Jobs-To-Be-Done (JTBD) framework is a framework that helps businesses stay focused on the problems of their target customers and build or optimise new products according to that. When considering what solution you can build to solve a big enough group’s needs, you must have a strong sense of what those needs are. In his groundbreaking Jobs-to-be-Done Harvard Business Review article, The Customer-Centered Innovation Map, Strategyn Founder Tony Ulwick introduces a jobs-to-be-done framework that turns the fundamentals of jobs-to-be-done thinking into an innovation practice. 1. One of the fundamental things to understand jobs in the JTBD framework is that they are relatively stable over time. What is the emotional state they’re hoping your product will give them? Both are video creation software, but each solves a different JTBD. The “job” has a lot of “requirements” — not just functional but also … Using jobs to write a book tailored to your readers. If you can’t truly identify user needs, you run the risk of building and marketing a product that goes nowhere. formId: 'f0563bc9-4fbe-4625-af5b-45a97675dd6c', A child with learning disabilities may use augmented reality while constructing a LEGO set. What is JTBD Framework Situations arise in people’s lives where they turn to products and services to help them get a job done. Some jobs surface unpredictably. Instead of saying that someone needed a faster horse (the solution), you could say that they were hiring a horse to get from Point A to Point B. It’s a means of understanding underlying customer motivations that influence the buying process. A straightforward structure is to craft it is: Some time ago, Apple revolutionized the music industry. Some product teams believe it can lead to lackluster design and user experience. I used Apple iMovie to create a fun video to share with my family and friends. Let’s revisit Henry Ford’s quote above. Google Glass may yet again find new life at some point and we might predict what that might look like through the JTBD framework. When you have your Jobs-to-be-Done clarified, consider the related outcomes. cssRequired: '' Eye-opening insights from 700+ product managers & leaders. Whether you look at it as a marketing or product development problem, the average person seemed to conclude that they didn’t need it. So if you try to solve for that problem, you won’t think much beyond horses⁠—unlike Ford, who would go on to revolutionize not only the industry but society as well. Adding Jobs-to-be-Done to a Persona-Based Product Development Process Everyone is welcome to submit a contribution. Get high quality product management content delivered straight to your inbox every other week. It can help you better align what you’re building with what your users really want. For more detailed information about designing these interviews, see Teo Yu Sheng’s post on Interactive Mind. A social emotional aspect may lead to someone buying a fancy high-end car that will give them some visible social status. But some worry that because the framework places so much emphasis on the product’s ultimate purpose for a user, the product team will focus only on this purpose — to the exclusion of other important elements such as design aesthetics and overall user experience. Refresh the page, check Medium’s site status, or find something interesting to read. Learn more about prioritization in the following webinar. Jobs are foundational for understanding what motivates your customers and why customers behave the way they do. Its many unique features helped me manipulate lighting, color, and audio. The problem with this approach is that your users often don’t have the vision or vocabulary to explain exactly what they want, especially if nothing like it has reached the market yet. Like other prioritization frameworks for product development, the jobs-to-be-done (JTBD) approach removes the focus from the product itself, and places it on the customer. In fact, JTBD began as Ulwick’s patented process called Outcome Driven Innovation (ODI), a framework focused on identifying outcomes that customers seek, as opposed to products they want. Personally, I typically only bought an album for about 3 songs. Once you’ve clarified your JTBDs and your outcome statements, you’ll have a much clearer view of what solutions would best serve those needs. Persona is an imaginary representation of a target customer. Using the framework’s findings, McDonald’s was able to drive more sales. Any of three methods can help you define those needs and goals before you start talking to prospects or customers. It’s a remarkable product that couldn’t quite find traction beyond its initial set of technology enthusiasts. It’s also helpful to keep this in mind as you interview customers. In keeping with Peter Drucker’s famous insight that customers rarely buy what the company thinks it is selling them, Jobs Theory explains that consumers don’t shop for brand promises, product categories, and features. For this, you need to consider the user’s behavior, motivation, preferences, requirements, and other aspects. This is why when Henry Ford asked potential customers what they wanted in terms of better transportation, many answered, “A faster horse.” By applying the jobs-to-be-done framework, you can help uncover not just what your users think they want, but what your users actually want — and why. There are plenty of frameworks out there to help you focus and drill down on user needs. As entrepreneur and author Guerric de Ternay explains, product managers can use the jobs-to-be-done framework in two ways: 1. By staying focused on their customer needs, businesses can: Build … According to Ulwick’s book, Jobs to Be Done, since taking the theory to market in 1991, his company Strategyn has used the JTBD framework with hundreds of client companies, and those businesses have enjoyed an 86% success rate applying the jobs-to-be-done theory to develop and improve their products. Take Google Glass as an example. So you need to remember that the solution and their needs are separate things. You need to be prepared to sit with them and have an involved enough conversation that will dive deep into what job they’re trying to accomplish. The jobs-to-be-done framework is an approach to developing products based on understanding both the customer’s specific goal, or “job,” and the thought processes that would lead that customer to “hire” a product to complete the job. Medium’s site status, or find something interesting to read. I didn’t need any exceptional functionality, and most of the images and footage were already on my iPhone. To systematically uncover more and better innovative ideas, Ulwick recommends using the jobs-to-be-done framework first, to break down the job that customers want done, into discrete steps. jobs to be done framework A presentation by @rupalishah 2. A personal emotional job aspect could be the user’s commitment to the environment, which may lead her to either use an electric car or a bike. One risk with this framework is that product teams can get lost in the abstract — “Our users want to become the hero at work” — which can lead to difficulty in prioritizing the strategic roadmap for the actual product. The theory of Jobs to Be Done is a framework for better understanding customer behavior. This is a useful concept to maintain the consistency of your overall product strategy. To get a better understanding of what their market wants or needs, 2. To use the jobs-to-be-done framework, look for opportunities to help customers at every step: The idea in brief. Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). What’s The Jobs To Be Done Framework, Anyway? While conventional marketing focuses on market demographics or product attributes, Jobs Theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. hbspt.forms.create({ When using this framework, a product team attempts to discover what its users are actually trying to accomplish or achieve when they buy a product or service. Designed in California. It can keep you from building “a faster horse” that nobody wants. All jobs start with a trigger. Embracing this idea opens your thinking to bold new ideas. The Jobs-to-be-Done Needs Framework reveals the 5 types of jobs that the job executor, the product lifecycle support team and the buyer are trying to get done. The goals for a customer interview help structure your questions. They will always offer a solution when asked about a problem they’re facing. Jobs-to-be-Done is a framework that helps you focus on a user’s needs by separating it from the solution. Minimize the amount of attention needed to make my stew. Jobs to be done is a research and development process rooted in the idea that people don’t buy products or services — they hire them to serve their needs. This framework enables companies to deconstruct a job that customers are trying to get done into specific … What is their true desired outcome? It can lead your user research to become too abstract and high-level. It’s 12:36 pm and my stomach is grumbling. Instead of focusing on a broad audience, a surgeon may use Google Glass to watch some kind of video guidance while simultaneously keeping her eyes on the surgery she is performing. You might even create a higher quality CD with better audio. But I quickly realized that I could throw ingredients in there, turn it on, and pay no attention to it again until it finished. It’s important to remember that the job to be done is solution agnostic. Once you’ve completed your questions, you should be able to articulate when a user first realized they had a problem, how they started passively looking for a solution, what evaluation criteria they used when making a buying decision, and how they made that purchase. These aren’t quick conversations. The most critical thing to do here is to understand what causes someone to buy something. Naturally, the first thing you need to do is discover the job to be done. Your product is what the user “hires” to get that job done. Understanding these “jobs” gives you a more accurate picture of your competition and allows you to prioritize product releases and identify emerging markets. Nike: Serving the Needs of Runners. He talks about how he was able to work with McDonald’s to better market their milkshakes based on why early morning commuters were buying them. But is there a need that Google Glass could have solved? Today we launched our fourth book, Intercom on Jobs-to-be-Done. portalId: '3434168', In other words, jobs could be aspirational nice to haves. The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. The job-to-be-done also focuses on user needs.