Jobs To Be Done (JTBD)

Jobs To Be Done (JTBD) is a UX and product strategyglossary×Product StrategyProduct strategy defines how a product will achieve business goals by solving user problems in a focused and sustainable way. It sets direction, priorities, and trade-offs to guide decision-making.Open glossary term→ method used to understand the underlying tasks, goals, or problems that users are trying to solve with a product or serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→.

It focuses on the job users need completed, rather than demographics or surface-level behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→.

JTBD analysis captures functional, social, and emotional dimensions of user needs, identifying what drives decision-makingglossary×PrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term→ and product adoptionglossary×Product AdoptionProduct adoption refers to how users start using and integrating a product into their behaviour or workflows. It measures how successfully a product moves from awareness to regular use.Open glossary term→.

Use this method when you want to understand user motivationglossary×User MotivationUser motivation is the underlying reason or drive that causes a user to take action.Open glossary term→ at a deeper level.

It is most useful when:

Set up properly.

Before you start, be clear on the product contextglossary×ContextThe surrounding conditions that shape behaviour and decisions.Open glossary term→, user researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ sources, and what you need to understand about the job.

Prepare open-ended questions to uncover functional, social, and emotional needs.

Run the method.

JTBD analysis is researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→-driven and exploratory.

Interview or observe users about the problems they are trying to solve. Ask why they choose current solutions or behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→. Identify desired outcomes, constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→, and trade-offsglossary×Trade-offsTrade-offs are decisions where improving one aspect requires compromising another.Open glossary term→. Categorise findings into functional, social, and emotional jobs. Synthesise insights into actionable job statements.

Focus on the user’s desired outcome, not the solution they currently use.

Capture and make sense of it.

The value comes from understanding motivation.

After analysis: document job statements with contextglossary×ContextThe surrounding conditions that shape behaviour and decisions.Open glossary term→, highlight unmet needs or frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ points, prioritise opportunities for design and featuresglossary×FeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term→, and communicate findings across the team.

Focus on:

Most issues come from:

If the job isn’t understood, the product won’t solve the right problem.

Done properly, this method gives you:

If this sounds like something you need, we can help you uncover your users’ Jobs To Be Done and design solutions that truly meet their goals.

No guesswork. No assumptions. Just user-centred design that delivers results.