A · UnderstandBeginner40 min read
2. Jobs to Be Done
UI/UX Foundations · 52 pages source format
Users hire products to make progress. JTBD frames motivation: “When ___, I want to ___, so I can ___.” Better than persona fiction for beginners.
What you'll learn
- JTBD format
- Main job vs related jobs
- Competing with non-app alternatives
Write 3 jobs
One functional, one emotional, one social if applicable.
When I finish work hungry,
I want to order food quickly,
so I can eat without cooking.Do this now
For subject app, write 3 JTBD statements.
Clear?
Forces diagram (lite)
Push: pain with status quo. Pull: appeal of new. Anxiety: fear of change. Habit: inertia.
Do this now
List 2 items per force for switching to / from your app.
Clear?
Non-app competition
Sometimes “call the restaurant” or “spreadsheet” is the real competitor.
Do this now
Name 2 non-digital alternatives users might choose instead.
Clear?