What exactly is Jobs-to-Be-Done?
Jobs-to-Be-Done (JTBD, Jobs Theory, or Jobs) is based on the premise that people don’t decide to buy or use products and services in and of themselves – they use them only as a means of getting a bigger ‘job’ done, or accomplishing something at a higher level. More precisely, JTBD is a theory that describes why consumers stop using (or ‘fire’) a solution in favour of using (or ‘hiring’) another one. It focuses on the causal mechanisms that drive product choice and use, making it a powerful addition to the toolkit of human-centred approaches.
Jobs Theory helps companies understand how to evolve their products and services into full-fledged experiences that elevate consumers by helping them make the most progress – functionally, emotionally, and socially – towards their goals while simultaneously requiring less effort from them.
A Theory that will remain in use
JTBD began gaining favour as a topic in the world of user experience in 2016 after a few teams of industry professionals published books on the subject. In truth, this line of thinking has been around for decades, developing slowly and steadily as more product and business professionals put it into practice.
At first, some businesses and organizations were skeptical it would stick around; however, case studies of successful innovations have become numerous, proving that Jobs-to-Be-Done is more than just a fad. At Spatial, we’ve seen the demand for it continue to grow. Businesses and organizations want the added value it brings to strategic roadmapping and other organizational activities.
Theory in practice: Intuit’s use of JTBD
Intuit is an American-based business that specializes in financial software. Years ago, their research revealed a strange quirk in product sales: owners of small businesses were using Quicken – Intuit’s personal accounting product – for business transactions despite the presence of more sophisticated software programs available in the market.
Intuit began applying Jobs Theory to their research activities around this unusual use of their personal finance product. After a time, they began to understand that small business owners didn’t need – or even want – the capabilities found in feature-rich accounting programs; instead, they preferred a simpler solution that gave them confidence that their businesses were running smoothly and efficiently without expecting them to be familiar with in-depth accounting knowledge. Their ‘Job’ was, “help me run my business with little to no accounting expertise.”
Intuit applied these learnings and developed QuickBooks – a wildly successful product. Small business owners who seek this level of simplicity are more than happy to pay twice the price for half the functionality that is found in more advanced accounting software because it fulfills their job and provides an overall better experience.
What this means for you and your business
Applying a Jobs approach to research is a smart move; doing so can reveal a depth of insights not captured by other methods or lenses alone that, when put to use appropriately, can completely change the game of product and service creation.
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If you are interested in talking to one of our research and design consultants about how Jobs-to-be-Done can help your digital product design and strategic planning, email us at info@spatialrd.com.
Spatial Research and Design is a leader in providing human-centred design solutions to support innovation in large organizations.
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Continue learning about Jobs Theory
This is article 1 / 5 in a series on Jobs-to-Be-Done:
Article #1: A Brief Introduction to Jobs-to-Be-Done
Article #2: The Principles of Jobs Theory
Article #3: What Jobs Theory Reveals About Your Competitive Landscape
Article #4: Jobs Theory and the Four Forces of Progress
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