I wanted to understand our customer needs through Jobs To Be Done framework.
Looking at value creation this way shifts focus from individuals’ psycho-demographic aspects to their goals and motivation. It is not about the user but about usage. Jobs to be done are ultimately about the underlying need and desired outcomes.
Jobs are rarely about the functional aspect alone. They have important emotional aspects too, that consist of personal and social dimensions which can be even more powerful than functional ones.
Functional is mostly about cold rational utility or completing a task, which also makes it vulnerable to competition since the customer won’t think twice before switching to another tool which can do the same task faster or cheaper.
Emotional on the other hand, is about feelings, hence hard to quantify, but often irrational. It is about how using a product or service makes you feel and the perception it creates.
Rather than focusing on a list of features for a product, the JTBD framework forces us as designers to think about outcomes: will users be able to (happily and easily) complete the job they “hired” the product for? Does this solution provide a better outcome than the existing ones?
Subsequently, we used all the created UX deliverables to evangelize UX research findings and their output for all members of the development team.
I conducted user interviews, gathered internal feedback, ran surveys, analyzed user recordings, heatmaps, and reviewed feature requests.
