How to develop Jobs to Be Done
So by now you know that JTBD is a theory for understanding what motivates customers to buy your product. You can think of it this way: users "hire" software to help get their job done. You’ve seen some examples and now it’s time to define your own.
The Job Story
The JTBD Formula:
“When [situation]
I want to [motivation]
so I can [expected outcome]”
Here are some examples:
When I’m commuting to work in my car, I want to eat something, so I can be fed and entertained during my commute without making a mess and still have one hand free for driving.
When I’m decorating my house, I want to drill a hole so I can mount a picture frame.
When you talk to your customers as part of your customer persona research make sure to ask them questions that will help you uncover their situation, motivation and expected outcome for hiring your product.
Three criteria for defining a job to be done:
Make sure you’re not describing a task or activity. It's not about getting a drill so you can drill a 3/4" hole. It’s about how your life gets better after you use the drill: hanging a beautiful painting and having your friends admire it.
Describe how the customer has solved that job in the past, and how they might solve it in the future.
Understand what motivates the customer. How will things be better for the user when they overcome the struggle?
