Jobs To Be Done (JTBD)

What?

Jobs to Be Done (JTBD) is a framework for designing products by focusing on the purpose they serve rather than their features. This shifts attention from the product itself to the value it provides.

Examples of “Job” as Purpose or Function

1. The job of a hammer is to drive nails, hit things, and pry.
2. The job of a search engine is to help users find relevant and useful information quickly.
3. The job of a restaurant is to provide good food, a pleasant atmosphere, and a memorable dining experience.
4. The job of a lawyer is to achieve the best legal outcome for their client within the given circumstances.
5. The job of a BookCourse is to equip learners with knowledge and skills they can apply in real-world situations.
6. The job of a teacher is to guide students toward understanding and skillful application of knowledge.
7. The job of a map is to help people navigate from one place to another efficiently.
8. The job of a calendar is to organize and track time for planning and coordination.
9. The job of a coach is to improve a person’s performance by providing feedback, guidance, and motivation.
10. The job of a notebook is to capture and organize thoughts, ideas, and information for future use.
11. The job of a bridge is to provide a path from A to B, typically by crossing a river, chasm, or obstruction.

Analysis (Breakdown of Main Ideas)

Job

What X needs to accomplish to be considered effective. Related terms include purpose and function.

Framework

A structured method for accomplishing something complex or challenging.

Product

A good or service created by businesses and used by actors.

Actor

A person or group who creates, purchases, or uses products.

Why?

1. If a product does its job well, users will value and prefer it.
2. Provides designers with clarity and focus on what truly matters.
3. Helps avoid wasting resources on unnecessary features.
4. Encourages continuous improvement based on real user needs.

Common concern: Designers may assume they know the job without proper research.

Who?

Anyone who designs goods or services will benefit from learning JTBD, as it helps ensure their creations deliver real value. Here are examples of who should learn JTBD:

• Engineers who design bridges, manufacturing processes, products, or systems.
• Architects who design houses, commercial buildings, or landscapes.
• Entrepreneurs who create products or services to meet customer needs.
• Marketers and salespeople who must explain why a product is the right choice.
• Educators who design learning experiences that achieve practical outcomes.
• Consultants, lawyers, doctors, nurses, and others who provide services tailored to client or patient needs.

How?

Principles

• People want products that do their job reliably and with high quality.
• Focus on the user’s desired outcome, not the product’s features.
• Jobs exist in a hierachy: main jobs, sub jobs, and so on.

Framework

1. Identify the job(s): Main, secondary, and sub-jobs.
2. Design: Configure the product to fulfill these jobs.
3. Build: Develop a prototype.
4. Test: Evaluate how well the product performs its jobs with real users.
5. Reflect: Analyze results and identify improvements.
6. Iterate: Refine the product based on feedback.

Tips

• Always ask, “What is the job the user wants to accomplish?”
• Observe real-world use to uncover hidden jobs.
• Avoid feature creep; focus on job performance.
• Use customer language to define jobs clearly.

When to Learn and Apply JTBD

Learn JTBD early in professional development as a foundational mindset. Apply it at the start of any product, service, or educational design process to ensure alignment with real-world needs.