Jobs-to-be-Done
Jobs to Be Done is a framework for understanding customer needs and motivations by focusing on the underlying "jobs" or tasks that customers are trying to accomplish. It emphasizes the importance of identifying the functional, social, and emotional dimensions of these jobs to develop products and services that effectively address customer needs and deliver superior value.
​
More tools added monthly
Identify
In the Identify phase, the focus is on identifying the core jobs or tasks that customers are trying to accomplish. This involves conducting qualitative research, such as interviews, ethnographic studies, and observations, to gain insights into customers' behaviors, motivations, and pain points. The goal is to uncover the underlying needs and goals that drive customers to "hire" a product or service to fulfill a specific job.
Define
During the Define phase, the identified jobs are refined and categorized to create a clear understanding of customer needs and desired outcomes. This involves synthesizing research findings, clustering similar jobs, and prioritizing them based on importance and frequency. The goal is to create concise and actionable job statements that articulate the specific problems or goals customers are trying to address.
Analyze
The Analyze phase involves analyzing the identified jobs in-depth to understand the context, constraints, and success criteria associated with each job. This includes examining the circumstances that trigger the need for a job, the obstacles or challenges customers face in completing the job, and the desired outcomes or benefits they seek. The goal is to develop a deep understanding of the underlying motivations and decision-making processes that influence customer behavior.
Design
In the Design phase, solutions are developed to address the identified jobs and fulfill customer needs effectively. This involves ideating and prototyping potential solutions, such as products, services, features, or experiences, that align with the desired outcomes of customers' jobs. Design decisions are guided by insights from the previous phases and focused on creating solutions that are intuitive, efficient, and satisfying for customers to use.
Evaluate
The Evaluate phase is where proposed solutions are tested and validated to ensure they meet the needs and expectations of customers. This involves conducting usability tests, concept tests, and pilot studies to gather feedback and assess the effectiveness of the solutions in addressing the identified jobs. Insights from customer feedback and testing are used to iterate on the design and refine the solutions before they are fully launched or implemented.