Jobs to be Done template
Understand when, how, and why customers buy your product.
Trusted by 65M+ users and leading companies
About the Jobs To Be Done Framework
Jobs To Be Done (JTBD) is a theory of customer demand that describes why and how people decide to adopt new products or services. JTBD theory states that people shop and buy new products to transform their current situation and make progress on their goals. This is their Job to be done.
Product managers, marketers, and entrepreneurs use this theory to lower the risk of going to market with solutions people won’t buy.
Keep reading to know more about the Jobs to be Done framework template.
When to use the Jobs To Be Done Template
The Jobs To Be Done template makes it easy to put JTBD theory into practice and helps you analyze both the demand creation and hiring processes.
You can use the Jobs To Be Done framework template to directly capture all the necessary data points after conducting customer interviews. Alternatively, you can use it to summarize the series of customer interviews and the conclusions about the Jobs that customers are trying to get done.
By using the Jobs to be Done framework template, you will know why people choose your product or service, and you will be able to better attend to your demand and have more success in terms of sales and expansion.
A Jobs to Be Done example explained
One practical example of the Jobs to Be Done framework is when a Team Lead wants to enable their team to work more creatively and collaboratively. Their Job is not done yet, because there are some constraints.
The Team Lead noticed that people have worked in silos in the past and don’t want to change their ways of working. This interplay between goals and opposing constraints motivates the Team Lead to go and look for new solutions. Goals and constraints together create demand for new solutions. These events or realizations are called catalysts. They create urgency and often trigger the need for new products.
When people look for new solutions to accomplish their goals, they look for everything that helps them achieve their progress. In our example, it could be a tool, a training, a consultant, and so on. This is called a choice set, and it can be very diverse, going beyond a particular product category.
The process customers go through as they look for new solutions on the market is called hiring. People hire products to get their jobs done, similarly to a manager hiring new employees.
During the hiring process, people compare their current solutions to their considered options. Eventually, they hire a new solution and fire the old one**.** What makes the solution a winning one is when it seems trustworthy, and novel and gets customers to imagine how the solution works. This is what ultimately shapes their willingness to pay.
As customers decide and hire a solution, they continuously look for progress signals that show them if their solution had the desired effect.
How to capture research insights with the Jobs To Be Done template
Start by conducting interviews with recent buyers of your product or service. Talk to people who recently switched to your product, have used it for at least 2 or 3 months, and were in charge of making the final buying decision.
Separate your findings into three stages:
Demand creation
Get together to synthesize the unmet needs of your ideal customers. Start by first listing their goals and then constraints that block them from reaching those goals.
List all the events, frustrations, experiences, and other catalysts that created urgency during their shopping process.
Desired progress
Form groups and summarize your insights in a short story about your ideal customer and why they decided to make a change. Compare the stories of each group and discuss their nuances. Use the story later to inspire new ideas and align your team.
From your story, distill a simple Job to Be Done statement that expresses the key benefits customers are looking for.
Capture how the customer knows they are making progress as progress signals.
Hiring
List which solutions, products, or behaviors they hired, fired, and considered for their Job To Be Done.
Discuss each aspect of the hiring process. Use green and red stickies to highlight elements that increased or decreased trust, made the product seem good or bad value for money, and that helped or didn’t help customers imagine how the product could be used. Lastly, list factors that made the product seem novel or familiar.
After summarizing one or all of your interviews in this way, use the data to inspire changes to marketing, product, or sales. Jobs to be Done data enables you to reveal your ideal customer and design products that appeal to them.
What is the Jobs To Be Done framework?
The Jobs to be Done framework is a way to develop products considering your customer goals or their ‘jobs’. It’s also an approach to how your customer will ‘hire’ your product or service. With the Jobs to be Done framework, you will know why people choose your product or service, and you will be able to better attend to your demand and have more success in terms of sales and expansion.
Why is Jobs To Be Done important?
Using the Jobs to Be Done Framework is important because it helps you better understand why and how people decide to adopt new products or services. Product managers, marketers, and entrepreneurs use JTBD theory to lower the risk of going to market with solutions people won’t buy. Ensure you and your team make the right decisions by using Miro’s Jobs To Be Done Template!
Get started with this template right now.
A3 Report Template
Works best for:
Product, Strategy and Planning
The A3 report template is a carefully designed tool that provides teams with a structured and visual methodology to tackle challenges. It divides the problem-solving process into background, current context, data analysis, and implementation plans, ensuring a comprehensive approach to each issue. One of the major advantages of this template is its "Data Analysis" section, which enables teams to delve deeply into concrete insights and trends. This data-driven approach ensures that all recommendations and actions are based on real, tangible evidence rather than just intuition, leading to more effective and strategic decision-making.
Voice of the Customer Template
Works best for:
Marketing, Desk Research, User Experience
Identifying the voice of the customer is a crucial part of any customer experience strategy. Your Voice of Customer is simply a framework for understanding your customers’ needs, wants, preferences, and expectations as they interact with your brand. Evaluating your Voice of Customer allows you to dive into what your customers are thinking, feeling, and saying about your products and services, so you can build a better customer journey. Use the Voice of Customer template to record answers to key questions about your customer, including: What are they saying about our product? What do they need? How can we fulfill that need? And who is this persona?
Inspired: Creating Products Customers Love
Works best for:
Product Management, Planning
Inspired: Creating Products Customers Love template guides product managers in developing innovative and customer-centric products. By emphasizing empathy, ideation, and validation, this template fosters a deep understanding of customer needs and preferences. With sections for brainstorming ideas, defining features, and validating concepts, it facilitates the creation of compelling products that resonate with target audiences. This template serves as a roadmap for delivering exceptional customer experiences and driving product success.
UX Research Plan Template
Works best for:
Market Research, Desk Research, User Experience
A research plan communicates the fundamental information that stakeholders need to understand about a user experience research project: who, what, why, and when. The plan ensures everyone is aligned and knows what they must do to make the UX research project a success. Use the research plan to communicate background information about your project; objectives; research methods; the scope of the project, and profiles of the participants. By using a UX research plan, you can achieve stakeholder buy-in, stay on track, and set yourself up for success.
Timeline Template
Works best for:
Project Management, Flowcharts, Project Planning
A timeline displays a chronological order of important dates, and scheduled events. Timelines help product managers, project managers, and team members tell visual stories about progress and obstacles. Timelines enable teams to see at a glance what happened before, what progress is happening now, and what needs tackling in the future. Projects or products with specific purpose or deliverables should be based on a timeline to be successful. Use the timeline as a shared reference for start dates, end dates, and milestones.
PI Planning Template
Works best for:
Agile Methodology, Strategic Planning, Software Development
PI planning stands for “program increment planning.” Part of a Scaled Agile Framework (SAFe), PI Planning helps teams strategize toward a shared vision. In a typical PI planning session, teams get together to review a program backlog, align cross-functionally, and decide on the next steps. Many teams carry out a PI planning event every 8 to 12 weeks, but you can customize your planning schedule to fit your needs. Use PI planning to break down features, identify risks, find dependencies, and decide which stories you’re going to develop.