{"id":11681,"date":"2023-07-12T08:49:00","date_gmt":"2023-07-12T05:49:00","guid":{"rendered":"https:\/\/railsware.com\/blog\/?p=11681"},"modified":"2023-11-20T16:55:50","modified_gmt":"2023-11-20T13:55:50","slug":"jobs-to-be-done-examples","status":"publish","type":"post","link":"https:\/\/railsware.com\/blog\/jobs-to-be-done-examples\/","title":{"rendered":"Real-Life Cases of JTBD Framework"},"content":{"rendered":"\n<div class=\"intro-text\">The Jobs to Be Done framework is a powerful tool for understanding the motivations and challenges of customers. It lets us dive much deeper into the context behind customer decisions than personas or user stories do. But to help you get the most out of the framework, we need to demonstrate how it works, and why.<\/div>\n\n\n\n<p>Although there are plenty of Jobs to Be Done examples to be found on the web, few focus on real-life cases. So in this post, we\u2019ll use three product examples \u2013 Spotify, Uber, and Duolingo \u2013 to explain how an adapted version of the framework can be applied to your own <a href=\"https:\/\/railsware.com\/blog\/new-product-development-process\/\">new product development<\/a> process.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1261\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260.jpg\" alt=\"\" class=\"wp-image-16423\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260.jpg 2400w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260-360x189.jpg 360w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260-1024x538.jpg 1024w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260-768x404.jpg 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260-1536x807.jpg 1536w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260-2048x1076.jpg 2048w\" sizes=\"auto, (max-width: 2400px) 100vw, 2400px\" \/><\/figure><\/div>\n\n\n<p>Practically speaking, Jobs to Be Done (JTBD) are the specific outcomes a customer wants to achieve by using a product. The aim of the framework is to shift focus from <a href=\"https:\/\/railsware.com\/blog\/product-features\/\" title=\"\">product features<\/a> to customer goals, prompting product owners and <a href=\"https:\/\/railsware.com\/blog\/startup-frameworks\/\">startup<\/a> founders to ask the question: What is the customer trying to achieve by using our product?<\/p>\n\n\n\n<p>The method itself consists of five phases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Market identification<\/li>\n\n\n\n<li>Jobs identification<\/li>\n\n\n\n<li>Jobs categorization<\/li>\n\n\n\n<li>Create job statements<\/li>\n\n\n\n<li>Opportunities prioritization<\/li>\n<\/ul>\n\n\n\n<p>But we won\u2019t discuss the traditional Jobs to Be Done approach today. Instead, we\u2019ll offer a new perspective on the framework, and assume that you already know the market you\u2019re building for. We\u2019ll explain the steps behind the most important phases of JTBD: jobs identification, jobs categorization, and creating job statements.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">JTBD Framework Examples: Spotify, Uber, Duolingo<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Job Identification<\/h3>\n\n\n\n<p>This first step is all about pinpointing customer needs. There are a few different discovery techniques you can use for this task, such as <a href=\"https:\/\/railsware.com\/blog\/customer-development-process\/\">customer interviews<\/a>, surveys, and so on. But we\u2019d recommend starting with a <a href=\"https:\/\/railsware.com\/blog\/product-discovery-tools\/\">product discovery<\/a> session.<\/p>\n\n\n\n<p>The main question this phase should answer is: <strong>What motivates customers to use our product?<\/strong><\/p>\n\n\n\n<p>We\u2019ll explore this point using Spotify as our first example. But before we jump in, let\u2019s review some stats.<\/p>\n\n\n\n<p>Nowadays people don\u2019t want to buy music, but back in 2008, that was the norm (as were illegal downloads, of course). So when Spotify introduced the concept of renting music that same year, it was a real game-changer. It disrupted the music industry and ensured Spotify&#8217;s market fit. As of May 2023, Spotify has over 515 million active users (210 million premium subscribers) and over 11 million artists and creators.<\/p>\n\n\n\n<p>With all that in mind, let\u2019s get back to the question: What motivates Spotify&#8217;s target customers to use the product? Our software agency ran a discovery session (<a href=\"https:\/\/railsware.com\/bridges-framework\/\">BRIDGeS<\/a> is our go-to framework) to investigate further, and found that they want to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Listen to music on demand<\/li>\n\n\n\n<li>Search and find songs\/artists<\/li>\n\n\n\n<li>Find music that fits their current vibe<\/li>\n\n\n\n<li>Share music with friends<\/li>\n\n\n\n<li>Brighten up the mood with a song<\/li>\n\n\n\n<li>Create and manage a playlist<\/li>\n\n\n\n<li>Share playlists with the community<\/li>\n\n\n\n<li>Match a tune with a context\/activity (discover the right playlist)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Job categorization<\/h3>\n\n\n\n<p>Now that we\u2019ve defined customer needs, it\u2019s time to categorize them. If you\u2019ve read other articles on the JTBD framework, you\u2019ll have seen this stage split into two parts.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Main jobs: the core jobs a customer is trying to execute by using your product.<\/li>\n\n\n\n<li>Related jobs: the smaller, more specific tasks a customer must carry out to accomplish the core job(s).<\/li>\n<\/ol>\n\n\n\n<p>However, we won\u2019t go into them here. To keep things simple, we\u2019ll only discuss the main (and most crucial) job to be done in our examples. We start by grouping needs into Functional and Emotional. Here\u2019s a quick breakdown of each concept.<\/p>\n\n\n\n<p><strong>Functional:<\/strong> the practical requirements or tasks a product should fulfill.<\/p>\n\n\n\n<p><strong>Emotional:<\/strong> the feelings or desires a product should satisfy.<\/p>\n\n\n\n<p>For the emotional aspect, there\u2019s both a personal dimension and a social dimension. Basically, \u2018personal\u2019 refers to the motivations and preferences specific to an individual, while \u2018social\u2019 refers to the relationships and social situations that drive product usage.<\/p>\n\n\n\n<p>The aim is to get a more comprehensive picture of why the target customer uses, or \u2018hires,\u2019 a product. JTBD doesn\u2019t work well if you\u2019re only looking at customer needs from a problem-solving perspective. Or if you&#8217;re just trying to create customer segments. It&#8217;s more nuanced than that. See, for most consumers, the \u2018job\u2019 isn\u2019t just about ticking a task off their list. There are always emotional factors at play.<\/p>\n\n\n\n<p>So, in the case of Spotify, how might they be grouped?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"929\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1380_Image-1.1-1-1-1024x929.png\" alt=\"\" class=\"wp-image-16432\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1380_Image-1.1-1-1-1024x929.png 1024w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1380_Image-1.1-1-1-360x327.png 360w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1380_Image-1.1-1-1-768x697.png 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1380_Image-1.1-1-1.png 1521w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">Step 3: Create job statements<\/h3>\n\n\n\n<p>A job statement, sometimes referred to as a \u2018desired outcome,\u2019 is a description of the Job to be Done. It\u2019s the single source of truth that the team will refer back to time and time again when designing, developing, and promoting the new product. As you\u2019ll see in the below examples, the JTBD statement serves as a one-sentence summary of the customer\u2019s desired \u2018job.\u2019<\/p>\n\n\n\n<p>The framework has a ready-made template for creating statements. It\u2019s a combination of three key elements: <strong>(action verb)+(object of action)+(context).<\/strong><\/p>\n\n\n\n<p>With that in mind, let\u2019s look at some job statement examples for Spotify.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Find (action verb) the right music vibe (object of action) for a [certain activity] \u2013 Working out, partying, cooking, etc. (context)<\/li>\n\n\n\n<li>Discover new playlists on the go, based on your favorite sounds.<\/li>\n\n\n\n<li>Have fun and share playlists with friends.<\/li>\n<\/ul>\n\n\n\n<p>Side note: Although they appear similar, JTBD statements are not the same as <a href=\"https:\/\/www.atlassian.com\/agile\/project-management\/user-stories#:~:text=software%20user's%20perspective.-,A%20user%20story%20is%20an%20informal%2C%20general%20explanation%20of%20a,value%20back%20to%20the%20customer.\">user stories<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to visualize the JTBD framework<\/h3>\n\n\n\n<p>As you can see, the Jobs to Be Done process begins with a customer needs analysis and ends with a statement. Yet traditional JTBD framework visualizations represent it backward: Job to Be Done statement \u2192 job categorization (functional + emotional) \u2192 personal\/social dimensions of emotional aspect.<\/p>\n\n\n\n<p>So we propose turning the framework on its head. In the below scheme, the context behind the JTBD statement (emotional and functional needs\/motivations) is emphasized. There is a logical progression between our analysis of target customer needs and the identified \u2018Job to Be Done.\u2019<\/p>\n\n\n\n<p>Let\u2019s contrast the traditional version with our \u2018new\u2019 version:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"820\" height=\"1024\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1-820x1024.png\" alt=\"\" class=\"wp-image-16428\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1-820x1024.png 820w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1-288x360.png 288w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1-768x959.png 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1-1230x1536.png 1230w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1900_Image-6-1.png 1521w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/figure><\/div>\n\n\n<p>Like we mentioned earlier, the JTBD framework is first and foremost a needs-finding framework, not an approach to decision-making or problem-solving. This alternative way of visualizing the framework doesn\u2019t minimize the importance of the JTBD statement itself. It simply puts the focus back on the roots of the statement, and reminds us of the underlying motivations and desires of target customers.<\/p>\n\n\n\n<p>With that said, let\u2019s move on to creating job statements for our other featured examples \u2013 Uber and Duolingo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Create JTBD Statement for Uber &amp; Duolingo<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/railsware.com\/bridges-framework\/uber-case-study\/\"><img loading=\"lazy\" decoding=\"async\" width=\"909\" height=\"1024\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2-909x1024.png\" alt=\"\" class=\"wp-image-16427\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2-909x1024.png 909w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2-319x360.png 319w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2-768x865.png 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2-1363x1536.png 1363w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1713_Image-2.png 1521w\" sizes=\"auto, (max-width: 909px) 100vw, 909px\" \/><\/a><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">Uber<\/h3>\n\n\n\n<p>Uber disrupted the taxi industry, but their current service offering extends far beyond that realm. People don\u2019t just associate Uber with getting from place to place anymore. Sister apps, like Uber Eats, have also had a major impact on the food delivery industry.<\/p>\n\n\n\n<p>Here\u2019s what a statement example might sound like for Uber\u2019s core service:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Book (action verb) a ride through the app (object of action) without communication anxiety (context).<\/li>\n<\/ul>\n\n\n\n<p>And here are some statement examples for other services\/apps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Uber Share: Share (action verb) the cost of a ride (object of action) with other people (context).<\/li>\n\n\n\n<li>Uber Eats: Eat (action verb) takeout food (object of action) without leaving your home (context).<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"991\" height=\"1024\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1-991x1024.png\" alt=\"\" class=\"wp-image-16429\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1-991x1024.png 991w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1-349x360.png 349w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1-768x793.png 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1-1487x1536.png 1487w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1571_Image-3-1.png 1521w\" sizes=\"auto, (max-width: 991px) 100vw, 991px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">Duolingo<\/h3>\n\n\n\n<p>First, let\u2019s offer a little background on the product. Duolingo is easily the most popular language-learning platform in the world, with 550M users that generate $400M in annual revenue.<\/p>\n\n\n\n<p>What does Duolingo\u2019s target customer want to achieve by using the app? From a functional standpoint, they simply want to learn a new language. But from an emotional standpoint, they also want to have a fun and engaging learning experience. Gamified lessons, daily motivation, and social approval\/support from other users contribute to this.<\/p>\n\n\n\n<p>The ideal main job statement for Duolingo addresses those core needs. Here\u2019s an example:<\/p>\n\n\n\n<p>Motivate me to learn (action verb) a new language (object of action) every day\/without skipping (context).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"948\" height=\"1024\" src=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4-948x1024.png\" alt=\"\" class=\"wp-image-16426\" srcset=\"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4-948x1024.png 948w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4-333x360.png 333w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4-768x830.png 768w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4-1422x1536.png 1422w, https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/1520-x-1643_Image-4.png 1521w\" sizes=\"auto, (max-width: 948px) 100vw, 948px\" \/><\/figure><\/div>\n\n\n<p>With each of the job statements we\u2019ve discussed \u2013 Spotify, Uber, and Duolingo \u2013 the aim has been to condense the customers\u2019 core needs into a single sentence that encapsulates both the functional and emotional aspects.<\/p>\n\n\n\n<p>But as you create your own, remember that the statement must also be <strong>timeless<\/strong>. It shouldn\u2019t include references to specific technologies or market trends. As we\u2019ve demonstrated, it should address a problem or task that is universal to the niche you are trying to serve.<\/p>\n\n\n\n<p>For example, in Spotify\u2019s case, people will always be looking for a way to find and play the music they love. Technological advancements, from gramophones to CDs, haven\u2019t changed or quashed this core desire \u2013 companies have just found different ways to satisfy it. For Spotify to adapt with the times, they must continue to help people \u2018find the right music vibe for X activity.\u2019 Essentially, it&#8217;s a value metric that will never expire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Who should use the JTBD framework and why?<\/h2>\n\n\n\n<p>Our perspective on Jobs to Be Done captures the essence of the framework \u2013 recognizing, categorizing, and organizing customer needs.<\/p>\n\n\n\n<p>We\u2019d recommend it for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Product owners, product managers, or startup founders<\/strong> looking to level up their <a href=\"https:\/\/oysterlink.com\/\" target=\"_blank\" rel=\"noopener\" title=\"\">market research efforts<\/a>, build customer-centric products, and create better user experiences.<\/li>\n\n\n\n<li><strong>Developers and UI\/UX designers <\/strong>who want to build features that <a href=\"https:\/\/railsware.com\/blog\/product-value\/\">deliver real value to the product<\/a> and serve the actual needs of users.<\/li>\n\n\n\n<li><strong>Marketing teams <\/strong>who want to refine their <a href=\"https:\/\/railsware.com\/blog\/how-to-market-new-product\/\">product messaging<\/a> and design campaigns that appeal to customers\u2019 core needs and motivations.<\/li>\n<\/ul>\n\n\n\n<p>You can also refer to <a href=\"https:\/\/hbr.org\/2016\/09\/know-your-customers-jobs-to-be-done\" title=\"\">this article<\/a> for more tips on how to use Jobs to Be Done in your business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wrapping Up<\/h2>\n\n\n\n<p>It\u2019s important to remember that JTBD isn\u2019t the right tool for solution-finding. In the above examples, we didn\u2019t try to solve a problem with the framework, we simply used it to better understand the needs of Spotify, Uber, and Duolingo customers.<\/p>\n\n\n\n<p>The process of creating a job statement doesn\u2019t have to be complicated, especially if you start with an ideation session, and leverage the 3-part template. Ultimately, it can help you empathize with your customers, create a sharper <a href=\"https:\/\/railsware.com\/blog\/product-development-strategy\/\">product strategy<\/a>, and get closer to a product-market fit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Jobs to Be Done framework is a powerful tool for understanding the motivations and challenges of customers. It lets us dive much deeper into the context behind customer decisions than personas or user stories do. But to help you get the most out of the framework, we need to demonstrate how it works, and&#8230;<\/p>\n","protected":false},"author":94,"featured_media":16431,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":["Elen Tsarova"],"class_list":["post-11681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"aioseo_notices":[],"categories_data":[{"name":"Product Management","link":"https:\/\/railsware.com\/blog?category=management"}],"post_thumbnails":"https:\/\/railsware.com\/blog\/wp-content\/uploads\/2019\/05\/JTBD-Examples_Featured-image_2400x1260.jpg","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/posts\/11681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/users\/94"}],"replies":[{"embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/comments?post=11681"}],"version-history":[{"count":32,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/posts\/11681\/revisions"}],"predecessor-version":[{"id":18580,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/posts\/11681\/revisions\/18580"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/media\/16431"}],"wp:attachment":[{"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/media?parent=11681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/categories?post=11681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/tags?post=11681"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/railsware.com\/blog\/wp-json\/wp\/v2\/coauthors?post=11681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}