![]() As the old quote that was (falsely) attributed to Henry Ford explained: “If I had asked people what they want, they would have said faster horses.” ![]() In the second method, the tasks are merely a means to an end and an innovative approach that delivers the desired outcome might be preferable.Įither way, JTBD should avoid references to existing products, focusing on the job or outcome at hand. The other approach digs deeper, aiming to uncover underlying outcomes that customers are trying to achieve. One can be more tactical - focusing on tasks required. Practitioners tend to have different applications of JTBD, largely related to the level of customer need identified. The Intercom document argues that personas help to target or define segments but, if that is known, then the JTBD approach is more useful. That’s because products don’t match people they match problems.” Jobs to be done software#Unlike Personas, JTBD is concerned with what customers are trying to achieve rather than who they are.īob Moesta, one of the early architects of JTBD explained: “If you want to build a great software product, making crucial decisions based around a series of personality traits won’t get you there. ![]() Specifically, Jobs to be Done helps you to understand: Jobs to be Done (JTBD) helps you deliver value by understanding what your product or service is ‘being hired to do’. ![]() Sick of long backstories behind your Personas? Still want to design customer-centric solutions with clear value? Well, you might have come to the right place. ![]()
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