(Uploaded 9/29/17 to UX Strat’s Slide Share site, link here)
Jobs to be Done (JTBD) focuses on why people “hire” a product or service—usually to progress towards a goal or as part of the process of solving a problem or evolving
The basic structure of a JTBD:
There’s a hierarchy to a JTBD—someone wants to buy a drill, to drill a hole in the wall, to hang a picture of their family, to encourage familial happiness:
Some rules for formulating JTBD:
Jim identifies 6 steps to formulating JTBD:
After interviewing is done, reflect on what you learned and write individual functional jobs on stickies then sort into Before, During and After as the first start of the mapping process:
Here’s a sample if you were creating a solution for people to use while attending professional conferences:
Then create the map:
Formulate some desired outcomes using this formula:
Survey some potential users to help validate your desired outcomes:
Then plot possible JTBD by importance and satisfaction to start finding opportunities:
About Jim (from his website): I am currently the Head of Customer Success at MURAL. Previously, I worked in various design-related consulting roles for large companies, such as eBay, Audi, SONY, Elsevier Science, LexisNexis, and Citrix.
Before moving back to the US in 2013 after living for fifteen years in Germany, I was the co-founder of the European Information Architecture conferences. I also founded the IA Konferenz, a leading UX design event in Germany.
For many years, I was an editor with Boxes and Arrows, a leading online journal for user experience information. I also served on the advisory board of the Information Architecture Institute in 2007 and 2005.
