Jobs to Be Done Template

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Jobs to be Done is a framework that views innovation through understanding customers' needs, pain points, and goals they are trying to accomplish, known as "jobs". The theory was developed by Tony Ulwick and Clayton Christensen to help companies focus on solving specific customer problems. By understanding customers' most important and difficult jobs, companies can create products that help customers complete tasks more easily and effectively. The templates provided are meant to help identify and prioritize customers' key jobs to determine where to focus innovation efforts.

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Jobs to Be Done
Template
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Innovation Best Practices

Jobs to be Done is best described as a perspective through which new product ideas can be evaluated for
usefulness and viability. Understanding your customers’ Jobs to be Done helps determine what specific needs,
pain points, or problems to focus on during the innovation process.
The theory of Jobs to be Done was developed by Tony Ulwick and later by Clayton Christensen of Harvard
Business School as a complement to his theory of disruptive innovation. Jobs to be Done is a lens through which
companies can view their innovation initiatives. People buy products and services to get a “job” done, and the
products that are successful are those which help the customer get a job done faster, more easily and less
expensively. When a company understands in detail what a functional job is, it is more likely to be able to
create solutions to help the customer get a job done more effectively. When the customer can get a job done
more easily with a given product, the product will likely be more successful.
Use the templates to identify your customers’ most important jobs to be done and then rank order them to
determine the most important jobs to address as part of your innovation efforts.
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Jobs to be Done Template

Want more tools and templates? Visit https://upboard.io/
Jobs to be Done Template – Identify Jobs to be Done
Verb What is the customer trying to do? •
Object of the Verb What is the customer trying to do it to? •
Contextual Modifier How is the customer trying to do it? •
Example of Object
of the Verb
Provide an example of who the customer is
and where the pain point lies.
•
Example: Find a new shirt to buy by looking at what their favorite actors are wearing

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Jobs to be Done Template
What are customers' top "jobs to be done"? Importance Difficulty
Jobs to be Done
What is the relative importance
compared to other jobs?
(1 = Low; 10 = High)
What is the relative difficulty
compared to other jobs?
(1 = Low; 10 = High)

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"People don’t want to buy a quarter-inch drill. They want a quarter-inch hole." (Theodore Levitt, Harvard marketing professor). Jobs-to-be-done is one of those concepts that intuitively makes so much sense, and yet still isn’t that widely known or used. The idea that you should focus on the job that someone is trying to do, rather than just the means of achieving , is not a revolutionary one, but is nonetheless incredibly powerful and insightful. As Clay Christensen, one of the fellow architects of jobs-to-be-done, has said, "In hindsight the job to be done is usually as obvious as the air we breathe. Once they are known, what to improve (and not to improve) is just as obvious". This interactive and hands-on workshop, from UX Cambridge 2017 covers how to use jobs-to-be-done to not only come up with innovative ideas, but to research and design better user experiences, regardless of whether someone is starting from a blank sheet, or improving an existing product or service. It includes how to identify jobs-to-be-done, how to use job stories to help frame jobs-to-be-done and how to enhance personas, user journey maps and even user stories using jobs-to-be-done.

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Important elements of this presentation are better covered in my later presentation titled "What Is Jobs-To-Be-Done?" I recommend that readers start with that. Are you an innovator, entrepreneur or product manager? Do you want to understand what causes people to purchase, adopt and re-purchase products and services? This presentation gives you an introduction to Jobs-To-Be-Done—a theory of the market that seeks to answer these questions and more.

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The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma. It’s a straightforward principle: people “hire” products and services to get a job done. For instance, you might hire a new suit to make you look good for a job interview. Or, you hire Facebook to stay in touch with friends on a daily basis. You could also hire a chocolate bar to reward yourself after work. These are all jobs to be done. Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the framework has gotten a lot of attention recently. I’ve been fortunate to have worked with JTBD in various contexts in the past, and I included the topic in throughout my new book, Mapping Experiences.

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Market disruption is happening at increasingly alarming rates. With so-called “big bang disruption” companies and entire markets can by obliterated in a short period of time. A key to survival is understanding the tasks customers are trying to accomplished: they “hire” our products and services to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth. Luckily, UX strategy is naturally close to jobs to be done. We have the skills and techniques to observe people in the context of the work and lives, and extract the tasks they are doing. What’s more, tools and techniques in the UX canon already capture JTBD, such as mental model diagrams. But more importantly, JTBD point to clear opportunities for innovation—human centered innovation. The key is to find jobs that are most important to users, but are least satisfied. This is your opportunity space. In this talk, I will outline jobs to be theory and show how it relevant to UX strategy. Through examples from my own work, I’ll show how to prioritize features and efforts in a way that has real impact.

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