Jobs to be Done
Definition
The Jobs to be Done (JTBD) framework is a powerful approach in user research that emphasizes the underlying needs and motivations of users rather than their demographic characteristics. This concept posits that users 'hire' products or services to accomplish specific tasks or 'jobs' in their lives. By identifying these jobs, UX professionals can design solutions that better meet user needs.
Understanding JTBD allows designers and product teams to shift from traditional user personas, which often focus on demographics, to a more nuanced understanding of user behavior and context. This leads to more effective product development and innovation, as teams can prioritize features that align directly with the tasks users want to accomplish.
Key components of the JTBD framework include defining the job in terms of functional, emotional, and social dimensions. It requires thorough research to uncover not just what users are doing, but why they are doing it. This holistic view helps in creating a user experience that resonates with the target audience by addressing their real needs.
Expanded Definition
The concept of Jobs to be Done was popularized by Clayton Christensen and has roots in innovation theory. It encourages a shift in perspective from product-centric to user-centric thinking. Instead of merely improving existing products, teams are encouraged to think about the 'jobs' that users are trying to get done and how they can create new solutions that fulfill those needs.
This framework has evolved into a methodology that includes various techniques for gathering insights, such as interviews, surveys, and observations. By applying JTBD, companies can better align their offerings with market demands and create more impactful user experiences.
Key Activities
Conducting user interviews to uncover jobs users need to get done.
Mapping out user journeys related to specific jobs.
Identifying pain points and obstacles users face in completing their jobs.
Prioritizing features based on the significance of jobs identified.
Testing prototypes with users to validate job-centered design solutions.
Benefits
Enables a deeper understanding of user motivations and needs.
Facilitates innovation by focusing on real user problems.
Helps prioritize product features based on user importance.
Improves user satisfaction by aligning solutions with actual jobs.
Increases market relevance by addressing unmet needs.
Example
A classic example of JTBD in action is the development of the milkshake at a fast-food restaurant. By observing customers, researchers found that people were 'hiring' milkshakes not just for taste but for convenience during their morning commutes. Understanding this job led the restaurant to improve the milkshake experience, addressing the needs of busy customers looking for a quick, satisfying breakfast.
Use Cases
Designing a new app to help users manage their daily tasks.
Improving an e-commerce website based on user shopping behaviors.
Developing a financial planning tool tailored to specific user goals.
Creating educational content that aligns with learners' objectives.
Enhancing customer support systems to better assist users in completing their tasks.
Challenges & Limitations
Gathering accurate insights can be time-consuming and require thorough research.
Users may not always articulate their jobs clearly.
Implementing findings can be difficult if organizational structures are rigid.
Overemphasis on jobs may overlook other important factors like brand loyalty.
Tools & Methods
User interviews and ethnographic studies.
Jobs to be Done Canvas for mapping jobs and related tasks.
Surveys to quantify job importance and frequency.
Customer journey mapping tools.
Prototyping tools for testing job-centric solutions.
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UX Glossary. (2025, February 11, 2026). Jobs to be Done. UX Glossary. https://www.uxglossary.com/glossary/jobs-to-be-done
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