![]() ![]() Increasing their knowledge, when the customer buys ebooks to avoid having to travel to the bookstore Improving their home, when they buy the electric drill to install a shelf on their wall to avoid clutter Improving a commute, when the customer buys music to avoid boredom and make their commute more pleasurable Understanding their pain points and desired outcome from this perspective helps you identify new ways to think about your product. They buy your product hoping it will make their life easier or more pleasurable, which may include enhancing or avoiding future work.Īccording to this interpretation, the JTBD framework provides a way to understand why someone buys your product. The Jobs-As-Progress interpretation of JTBD is when customers want to make a positive change in their life. In what contexts do people most struggle with using the product to accomplish the job today? Where else or when else might people want to execute the job? Is it necessary that people execute all steps for which they are currently responsible? Can you automate some activities or shift them to someone else? ![]() Is it possible to eliminate the need for particular inputs or outputs to your product in order to accomplish the job? You can get actionable feedback to explore things such as:ĭo some customers struggle more with using your product to accomplish a certain job than others (for instance, novices versus experts, older versus younger)? With the Jobs-As-Activities approach, performance metrics are from the customer's perspective: have they been able to do the work-the job-they needed to do with your product?Īs a product manager, if you subscribe to the Jobs-As-Activities interpretation, use the JTBD framework to improve the effectiveness of your product, and how customers experience it. Reading a book, when the product is a tablet Listening to music, when the product is a music streaming serviceĭrilling a quarter-inch hole, when the product is an electric drill They see it as a means to an end: your product is a tool to get things done.Īccording to this interpretation, the JTBD framework provides a way to categorize, define, capture, and organize your customer’s needs, and tie performance metrics to their 'jobs', or what they're trying to accomplish. The Jobs-As-Activities interpretation of JTBD is when customers buy a product to do work with that product. When you use the framework, there are two interpretations of jobs to be done you need to consider: Jobs-As-Activities The JTBD framework provides a structured way to apply JTBD theory to your customer research. This reframing of customer discovery comes from the desire to understand why people choose to buy a product-and their desired outcome after using it-rather than trying to figure out what products people use based on shared characteristics (aka personas). Jobs to be done (JTBD), a term coined by Clayton Christensen, is the idea that people 'hire' products to get a particular job done. What is the jobs to be done (JTBD) framework ![]()
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