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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How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including: • Value creation (marketing) • Value proposition canvas & business model canvas (business design & modelling) • Market segmentation (marketing) • How might we questions (design thinking & ideation) • Customer journey map (service design & development)

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The Jobs-To-Be-Done Theory is an economic theory from well-known Harvard Business School Professor Clayton Christensen. The theory will help you with business leadership, disruptive innovation, and growth marketing strategy. The theory was crafted around the notion that instead of looking at the product that people are buying, you need to examine why they are buying the product. You need to ask yourself, "what is the desired outcome that consumers are trying to achieve that is causing them to purchase this product?"

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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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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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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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Jobs to Be Done (JTBD) is a powerful product design framework that is gaining ground in startup communities across in the US. Companies like Basecamp and Intercom are using JTBD to heavily influence their product and marketing efforts with great success. If you'd like to go deeper, visit https://hirebrianrhea.com/jobs-to-be-done-course to receive a free email course on Jobs to Be Done. Who: Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles. How: In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.

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Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs. This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for. The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.

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People are not interested in the service you are designing. They are interested in what it does for them – or which job it helps them to get done. They don’t really care about your banking, transportation or web service. But they do care about the outcome they are able to achieve with it. Today’s most successful services understand and address people’s key 'jobs', they support them in achieving their desired outcomes better than with other available solution. The Jobs-to-be-Done (JTBD) perspective on service shifts the focus from service provision to enabling customers to accomplish a goal or resolve a problem. Customer jobs can not only have functional, but also social or personal aspects. For service managers, innovators and designers, a JTBD approach enriches existing tools and methods in research, design and marketing. These help them to understand customers better and eventually create significantly improved offerings. This presentation was given on March 30, 2016 at first Service Design Drinks in Warsaw.

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A Value Proposition Canvas is used to ensure that the product or service being created is centered around customer wants and needs. Specifically, this tool outlines what the customer expects to gain from the product or service, their negative experiences they will have as a consequence of using the product or service and the tasks they hope to accomplish with the product or service. Features listed in each segment can be arranged from desirable to essential. The value proposition canvas is useful for refining an innovation to make sure it is well- received on the market. The right part of the canvas depicts the customer profile. Located within the circle are customer jobs, which is where customer tasks and expectations about the product or service are listed. Additionally, this is where both the benefits and consequences of using the product or service are listed. The purpose of this segment of the Value Proposition Canvas is not to read consumer minds, but rather to understand why they want to complete certain jobs, think about how to minimize negative experiences, and how to exceed expectations. The left side of the canvas describes the product itself. Here, the pain relievers and gain creators are listed, which respectively describe how the proposed product or service fulfills customer needs and helps facilitate their ‘jobs to be done’,as well as describe the added value that is offered to the customer. Additionally, the features of different versions of the product can be listed in this segment of the canvas.

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