Jobs to be Done Theory for Product Designers, Managers, and Founders

As a Product Designer or anyone involved in product development, understanding the Jobs to be Done (JTBD) theory is crucial for creating successful and impactful products. This theory, created by Tony Ulwick and popularized by Harvard Professor Clay Christensen, sheds light on the true purpose of products and customers' underlying motivations. By focusing on the jobs customers are trying to accomplish rather than just the features and aesthetics of a product, Designers can create solutions that genuinely resonate with users.  

Picture this – a staggering 75 to 85% of new products crash and burn financially.

Ouch! So, as savvy business-minded Designers, we must confront this alarming statistic head-on. We need to ask ourselves a critical question: "Why would anyone choose our product over countless alternatives in the market?" Buckle up, folks, because the JTBD theory is our secret weapon to triumph over the competition.

Beyond Fancy UIs and features: Let's take a detour from our usual obsession with fancy UI designs, endless features, and bells and whistles. Instead, let's reorient our thinking and ask ourselves, "What job does this product fulfill?" "Why do users actually use it?" Brace yourselves for a paradigm shift, my friends, as we embark on a journey to discover the true essence of our products.

Unveiling the 3 Dimensions of JTBD Theory

In the world of JTBD theory, three key dimensions hold the key to understanding the jobs customers need to accomplish. Buckle up because this ride gets even more thrilling!

1. The Functional Dimension: Think practical. Think goals. Think problem-solving. The functional dimension of JTBD theory emphasizes the practical needs and desired outcomes that customers are seeking to fulfill. It involves understanding the specific tasks, problems, or goals customers are trying to accomplish. By identifying unmet needs and challenges, Product Designers can develop products that provide effective solutions and tangible benefits to users.

2. The Emotional Dimension: Get ready to explore the heart and soul of your customer's desires. The emotional dimension of JTBD theory delves into the feelings, desires, and aspirations associated with the job to be done. We're not just talking about functionality here; we're talking about the power of emotional gratification. By understanding the emotional aspects of a job, Designers can create products that evoke positive emotions, fulfill aspirations, and establish deep connections with customers.

3. The Social Dimension: Humans are social creatures, my friends, and the social dimension of JTBD theory acknowledges the profound influence of social interactions, relationships, and identity in fulfilling a job to be done. People seek products that align with their social context, aspirations, and desired image. By understanding the social factors surrounding a job, Designers can create products that not only meet functional and emotional needs but also cater to users' social identity and desire for social acceptance.

Revolutionizing Design Thinking

Design thinking just got a major upgrade! By incorporating JTBD theory into our design thinking process, we can unleash the full potential of our creative powers. Are you ready to join the league of undying brand loyalty and unparalleled customer satisfaction? 

1. UX Research: UX research becomes crucial in understanding customers' jobs, needs, and pain points. By conducting thorough research, Designers can identify common pain points, challenges, and unmet needs, which form the foundation for creating meaningful solutions.

2. Solution Ideation: When brainstorming and generating ideas, Product Designers should address all three dimensions of JTBD theory. This ensures that solutions fulfill functional requirements, evoke positive emotions, and align with users' social context.

3. User Stories and Planning: When creating user stories, Designers should incorporate the JTBD framework to outline the desired outcomes, contexts, and pain points that users experience. This helps ensure the product's features and functionalities align with the jobs customers want to accomplish.

4. Product Design and Testing: Designers should utilize the insights gained from JTBD theory to inform the design process. By designing products that address the functional, emotional, and social dimensions, Designers can create user-centric experiences. Regular user testing and feedback loops enable iterative improvements and refinement of the product.

Applying JTBD Theory

To apply JTBD theory effectively, Designers can follow a set of steps:

1. Identify unmet needs through UX research: Understand common pain points, challenges, and the existing gaps in the market.

2. Determine desired outcomes: Put yourself in the customer's shoes and identify their desired outcomes from a solution.

3. Answer JTBD questions using the three dimensions: Consider the job's functional, emotional, and social aspects. Understand the customer's goals, constraints, emotional aspirations, and desired social context.

4. Craft a JTBD statement: Create a statement that encapsulates the customer's desire, context, desired result, and the pain point they want to avoid.

Designing Products That Transcend Dimensions

As Product Designers, we hold the key to creating products that address all three dimensions of JTBD theory. It's time to become masters of innovation by:

1. Gathering a diverse group of customers.
2. Asking the right questions during customer interviews.
3. Infusing all three dimensions into solution ideation.
4. Applying the JTBD framework to user stories and planning.
5. Designing products guided by JTBD and testing them with real users.

Buckle up, my visionary creators, because this is where the magic happens!

By following these steps, Product Designers can create products that meet customers' needs and elevate their overall experience, fostering brand loyalty and differentiation in a crowded marketplace.

In Review

Embracing the Jobs to be Done theory provides Product Designers and professionals with a powerful framework for understanding customer motivations and designing products that truly resonate with users. By considering the functional, emotional, and social dimensions of a job, Designers can create solutions that address the holistic needs of customers.

Incorporating JTBD theory into design thinking processes allows for more robust and customer-centric outcomes. So, let's dive into the world of JTBD theory and create products that solve problems and bring joy and value to people's lives.

Have Sera Walk You Through It! 

Watch our latest video to understand how to apply this framework to deeply understand customers and create a sticky product that stands out.

Explore the power of Jobs to be Done (JTBD) Theory and how it revolutionizes product design, management, and entrepreneurship. JTBD Theory provides invaluable insights for product experts by uncovering the underlying motivations and desired outcomes that drive customer behavior.

From identifying and prioritizing the job your product should address to crafting compelling value propositions, we break down JTBBD into digestible steps with expert tips and best practices for implementing JTBD Theory within your organization. 

Kharina Parla 

Marketing at The Craft 

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