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, that will shape the product
What you create to address needs and enable jobs to be done.
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 bridging this gap
Focus on the needs and jobs and that will shape the product
Connecting the concepts
Jobs to be done (JBTD)
Customer goals. What they are trying to do. It's not just getting something. Customers have things they want to accomplish, avoid, maintain, or change.
JBTD are “product agnostic” you shouldn't write them with a particular solution in mind. Focus on your customer’s finish line, not your product.
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. It's useful to consider them all.
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 language in a product, because understand your product within their on context.
(software, equipment, a service, a consumer packaged good, or even art)
make
And they have many options to choose from.
You don’t solve jobs to be done.
TL;rather video
Watch the creator of Jobs To Be Done talk about milkshakes for seven minutes. It's good.
Watching the video and then reading the deck afterward can help clarify any confusion.
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