Understanding the Jobs-to-Be-Done framework: what is JTBD?

In the Business Online Banking Rank research, Markswebb utilizes the Jobs to Be Done (JTBD) framework to delve deeper into understanding the true motivations and needs of business users. By focusing on the specific jobs that businesses aim to accomplish through online banking, the JTBD method helps us uncover essential insights into customer behavior, enabling banks to develop more targeted and effective digital services. This approach provides a comprehensive view of the market, guiding innovation and supporting product teams in creating solutions that align with real user needs and expectations. In this article, we will examine the core principles of this method and how it benefits our research.

What is the JTBD method?

The Jobs to Be Done (JTBD) method, also known as the "jobs-to-be-done" framework, is a powerful tool in product development that focuses on understanding customer needs by examining the jobs they are trying to get done. Developed by pioneers such as Tony Ulwick and popularized by Harvard Business School professor Clayton Christensen, the JTBD method moves beyond traditional demographic segmentation and instead provides a framework for categorizing the functional, emotional, and social jobs customers want to accomplish when they buy a product or service.

The Jobs to Be Done (JTBD) method is a framework for understanding customer motivations by identifying the specific tasks or "jobs" they want to accomplish when using a product or service, focusing on their underlying needs rather than demographics or behaviors.

This method shifts the focus from who the customers are to what they are trying to achieve, offering a deep understanding of customer motivations. It looks at the progress that the customer is trying to make in a given circumstance - what the customer hopes to accomplish by using products and services. By understanding these underlying needs, companies can create products and services that better align with what customers want and need to get done.

What are the four elements of the JTBD framework?

  1. Job StatementThe job statement is the foundation of the JTBD framework. It clearly articulates the job the customer is trying to accomplish, focusing on what needs to get done. This statement is neither about a specific product nor service but rather describes the problem the customer is trying to solve or the outcome they hope to achieve. It provides a stable over time reference point for product teams and ux designers, focusing on the core job-to-be-done.
  2. Desired OutcomeIn the context of JTBD, the desired outcome represents what customers hope to accomplish by completing the job. It encompasses both the functional and emotional outcomes customers seek, such as saving time, reducing costs, or feeling more confident in their decision-making. This outcome-driven innovation process helps product managers and ux researchers develop solutions that get the job done better, addressing both the explicit and implicit needs of users.
  3. ContextContext describes the specific circumstances under which the customer needs to complete the job. It includes factors like time, location, and external constraints that influence the customer’s decision-making process. Understanding this context allows businesses to uncover the various types of jobs customers are trying to accomplish, whether they are functional tasks, social jobs, or emotional and social goals, and tailor their products and services accordingly.
  4. ConstraintsConstraints are the barriers or limitations that customers face when attempting to complete a job. They can range from financial restrictions to knowledge gaps or technological limitations. Identifying these constraints is crucial for applying JTBD theory effectively, as it helps product teams design solutions that remove obstacles and facilitate a smoother customer experience.

What is an example of a JTBD product?

A classic example of a JTBD product is a ride-sharing service like Uber. The primary job-to-be-done for customers is to get from one location to another quickly and conveniently. Customers "hire" Uber to fulfill this need, aiming to achieve the desired outcome of a reliable, timely, and cost-effective transportation solution.

By focusing on the specific job customers are trying to accomplish - getting a ride quickly without the hassle of traditional taxis—the product development team can better understand customer needs and refine their service to align with these needs. This approach has allowed ride-sharing services to become highly responsive to user needs, providing a solution that gets the job done effectively in various contexts and circumstances.

Why we at Markswebb use the JTBD framework?

The JTBD framework offers several advantages over traditional methods such as task analysis and demographic-based market segmentation. It brings predictability to innovation by providing a stable understanding of customer needs that remain consistent over time, regardless of changing market trends. By focusing on the jobs customers are trying to accomplish, product teams can uncover new opportunities for growth and create products and services that are more closely aligned with customer expectations.

Unlike other methods that may rely heavily on assumptions about customer behavior, JTBD provides a deep understanding of the job the customer is trying to get done. It offers a structured approach for product managers to focus on what truly drives customer decisions, enhancing both the user experience and the overall effectiveness of product development strategies. Case studies have shown that applying JTBD theory helps identify untapped market needs and drives outcome-driven innovation, making it a valuable tool for companies looking to create competitive, customer-centric solutions.

For instance, in the Business Online Banking Rank research, Markswebb applies the Jobs to Be Done (JTBD) framework to understand the core tasks and motivations of business users when choosing online banking services. The JTBD method allows us to identify not just what users are doing, but why they are doing it - highlighting their functional, emotional, and social needs.

By conducting JTBD interviews, we uncover the specific jobs that businesses are trying to accomplish with online banking, such as minimizing administrative costs or making quick decisions. This approach helps us map user needs more accurately and provide actionable insights to banks for enhancing their digital offerings.

The JTBD framework enables us to offer a comprehensive view of market needs, drive outcome-focused innovation, and support product teams in developing more customer-centric solutions. This method is essential for keeping our research relevant and aligned with real-world business challenges and opportunities.

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Conclusion

The Jobs to Be Done (JTBD) framework offers significant potential for driving innovation and growth across various sectors, particularly in fintech, e-commerce, and telecom.

In fintech, JTBD can help identify emerging needs for digital banking, payment solutions, and investment platforms, allowing for the development of more personalized and efficient financial services. In e-commerce, the framework enables a better understanding of the purchasing journey, helping businesses optimize customer experience and enhance conversion rates. In telecom, JTBD supports the creation of services that address both functional and emotional.

By focusing on the fundamental jobs customers are trying to accomplish, JTBD provides deeper insights into user behavior and needs, enabling companies to create products and services that truly resonate with their target audience.

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