Frame
Jobs to Be Done
Understanding the progress people want to make in a situation, which leads them to choose a product.
What is Jobs to Be Done?
Understanding the progress people want to make in a situation, which leads them to choose a product.
What you learn
People choose products to make progress in a situation.
When it helps
customer segments explain little about choices, or needs are written as features.
Use it at work
- Interview people who recently switched to or from a product.
- Map the timeline: what changed, what they tried, what they chose.
- Write the job: “When [situation], I want [progress], so I can [result].”
- Design for the job, not the person’s demographics.
Your output
Interview three recent switchers about the timeline of their switch. Ask what changed in their life first.
Watch for
Defining needs by demographics or features.
Related practices
Sources
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