Jobs to be done

Jobs to be done (JTBD) is a framework that focuses on understanding the underlying motivations and needs of customers when they "hire" a product or service to accomplish a specific job or task. JTBD offers several benefits in gaining a more comprehensive understanding of customer needs. Firstly, it provides a more prescriptive approach by explicitly defining users' tasks and how they will accomplish them. This specificity allows for a clearer understanding of customer requirements and desired outcomes.

Jobs to be done are typically expressed in a sentence format, highlighting the task users need to perform and providing key contextual information, such as the reasons or locations for performing it. Furthermore, a JTBD description often includes both functional success criteria, which outline the objective and clear requirements for the job to be successful, and emotional success criteria. The emotional criteria may include individual considerations and social factors, such as how users imagine they will be perceived by others.^[1]

For example, consider the JTBD for a user of a ride-sharing service like Uber: "When I need to get to the airport quickly and reliably, I want to hire a ride-sharing service that can pick me up at my location, provide a comfortable and safe ride, and ensure I reach the airport on time."

Combining the JTBD framework with customer journey mapping can help you gain a deeper understanding of customer needs, motivations, and pain points. This understanding enables you to design better experiences that meet and exceed customer expectations, ultimately leading to improved customer satisfaction and loyalty.