Regardless of whom you research or follow in the JTBD space, everyone agrees that learning your customer's jobs to be done leads to building the right products.
JTBD is a customer-centric approach to understanding why people buy and use products or services. The JTBD framework is a way of thinking about customer needs and motivations that goes beyond traditional product features and benefits. It helps companies to understand the context in which a customer uses a product, and the emotions, motivations, and pain points that drive their behavior. By focusing on the job to be done, companies can create products that are more tailored to the customer's needs and create a better customer experience.
The benefit of researching JTBD is the ability to solve your customer's job completion problems through observation and interviews. JTBD analysis and creating a job map allow us to see the problems our customers face in trying to solve their JTBD from their perspective, not your product's perspective. Sharing the results of job research with developers provides them with rich context. It allows them to innovate better on solutions and ensures that their work stays faithful to the research and design.
The results of implementing JTBD research can be seen through better quality deliverables and happier customers.
This workshop will provide a brief history of JTBD, explanations, and exercises utilizing Kalbach's 5 elements to create a job map and subsequent job stories.
Learning Outcomes:
- Identify why using jobs to be done is beneficial
- Describe the 5 Principles of JTBD
- Explain how to use a job map
- Identify when/how to research JTBD
- Define parts of UX that impact JTBD
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