Jobs-to-be-Done (JTBD)
Last updated
Last updated
A framework for understanding customer needs by focusing on the job or task customers want to accomplish.
Jobs-to-be-Done (JTBD) is a framework that emphasizes understanding the underlying motivations and needs of consumers when they "hire" a product or service to get a job done in their lives. Rather than focusing solely on demographics or product features, JTBD looks at the functional, social, and emotional aspects of why people choose certain products or services over others. It suggests that customers "hire" products or services to accomplish a specific job or solve a problem they're facing, and successful products fulfill these jobs better than alternatives. This approach helps businesses innovate and market products more effectively by aligning them with the real needs and motivations of their customers.
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Incorporating the Jobs-to-be-Done (JTBD) Framework
The Jobs-to-be-Done (JTBD) framework shifts the focus from what users do with a product to why they use it in the first place. For a design manager, this means focusing on the underlying goals or ‘jobs’ users are trying to accomplish, allowing the team to create solutions that truly resonate with customer needs. Integrating JTBD into strategic decision-making ensures that product design is aligned with user motivations, contributing to better product-market fit and long-term customer retention.
