V Sri PRO
Content designer, wordsmythe
Jobs to be done
theory for content designers
V. Sri, Content Designer
What is jobs to be done?
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customers “hire” products
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to solve customer needs
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so they can achieve their jobs to be done.
JOBS THEORY
The theory of jobs to be done centers around understanding customer behavior and underlying rationale for making choices.
- Sunita Mohanty, Product Manager
A jobs to be done statement concisely describes the way a particular product or service fits into a person's life to help them achieve a particular task, goal, or outcome that was previously unachievable. When crafted well, these statements create clarity around what doesn’t exist today and what product builders can focus on to innovate.
- Sunita Mohanty, Product Manager
Product
Customer needs
JObs to be done
What you create to address a customer need.
Things customers’ need to achieve some goal.
What your customer is trying to acheive. The goal.
Product
Customer needs
JObs to be done
Product design is about connecting these dots. Focus on the needs and jobs. Those will shape the product.
What you create to address a customer need.
Things customers’ need to achieve some goal.
What your customer is trying to acheive. The goal.
Product
Customer needs
JObs to be done
Product design is about connecting needs and jobs.
You design the product to fill this gap.
Connecting the concepts
Jobs to be done (JBTD)
Think goals. It's not just getting a thing. Your customers have objectives they want to accomplish, avoid, maintain, or change.
JBTD are “product agnostic”; don't write them with a specific solution in mind. Focus on your customer’s finish line, not your product.
Job to be done
Motorcycle across the country
Job to be done
Have an accident free workplace
Job to be done
Avoid on-stage embarassment
Job to be done
Find a restaurant near me for date night
Customer need
Needs are things (tasks, events, mindsets) that customers need to solve/address to get their jobs done.
A jobs to be done statement sounds like a goal or destination. You can phrase customer needs like "power ups" that enable your journey.
Some needs are explicit, others are implied. You need to address implied needs also.
Job to be done
I want to move to London, UK
Customer need
A means of transportation
Customer need
Travel visa and documentation
Customer need
A feeling of safety during travel (implied)
Product
A Product is what you make to solve customer needs so customers can get their jobs done. “Hiring” products to "solve jobs" seems like a weird way to talk about it, but here’s the point:
Neither does your product. Customers solve jobs to be done on their own by “hiring” your product.
This frame is critical when designing a product, because customers need to be the hero of their own journeys.
Product means software, equipment, a service, a consumer packaged good, or even art)
Customers will choose the best option for them
You don’t solve jobs to be done.
Job to be done
I want to move to London, UK
Customer need
A means of transportation
Product
Tall ship
Product
Private jet
Product
Commercial flight
TL;rather video
To learn more, watch the creator of Jobs To Be Done talk about milkshakes for seven minutes.
Watching the video and then reading the deck can help clarify any confusion.
hey@lookandpoint.com
Jobs to be done
By V Sri
Jobs to be done
A primer on the jobs to be done framework
