Jobs-to-be-done (JTBD) is a framework to capture the underlying needs and desires of users and the reason why they decide to use a specific product in a certain situation.

People buy products and services to get a job done.

In that quote, “job” isn’t meant as employment to earn a living but is a shorthand for whatever a user really seeks to accomplish in a given circumstance.

Some jobs could really be big and time-consuming, like accelerating a career. Others might be quick and simple, such as bridging waiting time in a queue.

In JTBD, jobs are strongly connected to circumstances, the environment, and the context when a need arises. As a result, the perspective on competing products might change, such as when TikTok, Netflix, and traditional TV all compete for the same attention span of consumers. Similarly, car sharing has become a competitor of car dealers because, in most cases, the JTBD is to get from A to B in a convenient manner — not to own a car.

Also, jobs are typically connected with social aspects and emotions as the picture to the right nicely illustrates: yes, there might be a lot of high-tech in the product — but in the end, the user wants to have fun and look cool.

Source: Alan Klement | Medium

Further Reading

Mapping the Job-to-be-Done

The Job Map reveals a stable strategy to drive growth through innovation: get the entire job done on a single platform.

Tony Ulwick | Medium

What is Jobs to be Done (JTBD)?

A Job-to-be-done is the process users goes through whenever they aim to change their existing life-situations into a preferred one, but cannot because there are constraints that stop them.
Alan Klement | Medium

Jobs to be Done in Practice

A summary of talks from UX Research TO’s November 2017 meet-up.

Stefan Jovanovic | Medium