JTBD
Definition
JTBD, or Jobs To Be Done, is a user-centered framework that emphasizes understanding the motivations behind customers' actions. It shifts the focus from the products themselves to the jobs that customers are trying to complete, allowing for a deeper insight into user behavior and needs.
In UX design and user research, JTBD is crucial as it provides a structured approach to discovering what users truly want. By identifying these jobs, designers and researchers can create solutions that are more aligned with user expectations and requirements, ultimately leading to higher user satisfaction and engagement.
The concept of JTBD was popularized by Clayton Christensen, who identified that customers hire products or services to fulfill specific jobs in their lives. This perspective invites UX professionals to ask not just what users are doing, but why they are doing it, which can uncover latent needs and opportunities for innovation.
Expanded Definition
The JTBD framework encourages teams to articulate the jobs users are trying to complete in a specific context, often framed in the form of statements such as 'When I want to [do this job], I want to [achieve this outcome].' This format helps clarify the desired outcomes and can inform various stages of product development, from ideation to testing.
Historically, the JTBD theory emerged from market research and innovation studies, emphasizing that understanding user motivation can lead to better product-market fit. It is closely related to concepts such as user personas and customer journeys, yet it uniquely positions the job itself as the focal point of analysis, rather than the user or the product.
Key Activities
Conducting interviews to uncover user jobs and desired outcomes.
Creating job statements based on user insights.
Mapping user journeys to visualize how jobs are completed.
Prioritizing jobs based on user needs and market potential.
Testing prototypes against identified jobs to ensure alignment.
Benefits
Provides clearer insights into user motivations and needs.
Enhances product alignment with user expectations.
Informs innovation by revealing unmet needs.
Facilitates better communication among product teams.
Improves user satisfaction by focusing on outcomes.
Example
A common example of JTBD in action is the development of a meal kit service. Understanding that users want to save time on meal preparation while still enjoying home-cooked meals leads to a service that delivers not just ingredients but also recipes that fit within users' time constraints and dietary preferences. By focusing on the job of 'cooking a healthy meal quickly,' the service can tailor its offerings to better meet this need.
Use Cases
Designing features for a project management tool based on team collaboration needs.
Developing a new app that simplifies the process of ordering food delivery.
Creating educational content that addresses specific learning outcomes for students.
Improving customer service processes by focusing on the job of resolving customer issues.
Innovating in the healthcare field by understanding patients' needs for treatment management.
Challenges & Limitations
It may require significant time and resources to gather comprehensive user insights.
Users may struggle to articulate their jobs clearly, leading to incomplete data.
Focusing too heavily on jobs might overlook the significance of user emotions and experiences.
Balancing between multiple jobs that users want to accomplish can complicate design decisions.
Tools & Methods
Interview techniques for qualitative research.
Job mapping tools to visualize user jobs.
Surveys to gather quantitative data on user needs.
Affinity diagramming for synthesizing user insights.
Prototyping tools to test solutions against user jobs.
How to Cite "JTBD" - APA, MLA, and Chicago Citation Formats
UX Glossary. (2025, February 11, 2026). JTBD. UX Glossary. https://www.uxglossary.com/glossary/jtbd
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