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.
Agenda Template
Works best for:
Project Management, Meetings, Workshops
Even when you’ve hosted meetings for years, hosting them online is different. Keeping them structured, purposeful, and on-task is key. That all starts with having a detailed agenda, and this template makes it so easy for you to create one.
Sailboat Retro
Works best for:
Retrospectives, Agile Methodology, Meetings
The Sailboat Retrospective template offers a metaphorical journey through past iterations and future goals, likening the retrospective process to sailing a boat. It provides elements for identifying driving forces (winds), restraining forces (anchors), and destination (goal). This template enables teams to reflect on what propels them forward, what holds them back, and where they want to go next. By promoting visualization and metaphorical thinking, the Sailboat Retrospective empowers teams to navigate challenges, set sail towards their objectives, and steer towards success effectively.
Festival Retrospective
Works best for:
Retrospectives, Meetings, Agile Methodology
The Festival Retrospective template offers a unique and engaging approach to retrospectives by framing the session as a festive event. It provides elements for reflecting on past experiences, celebrating achievements, and setting goals for the future. This template enables teams to foster a positive and celebratory atmosphere, encouraging open communication and collaboration. By promoting a festive spirit, the Festival Retrospective empowers teams to strengthen bonds, boost morale, and drive continuous improvement effectively.
Target Audience Template
Works best for:
Marketing, Desk Research, Prioritization
Understanding your target audience is vital to business success. How can you market yourself effectively if you don’t know who you’re targeting? Using the Target Audience template, you can review valuable data about who your customers are and what they want from your product or service.
Brainwriting Template
Works best for:
Education, Ideation, Brainstorming
Brainstorming is such a big part of ideation. But not everyone does their best work out loud and on the spot, yelling out thoughts and building on others’ ideas. Brainwriting is a brilliant solution for them—creative thinkers who happen to be more introverted. This approach and template invites participants to reflect quietly and write out their ideas, and then pass them to someone else who will read the idea and add to it. So you’ll get creative ideas from everyone—not just the loudest few.
Three-Hour Brand Sprint Template
Works best for:
Marketing, Workshops, Sprint Planning
Before customers will believe in your brand, your team has to believe. That’s where brand sprints work wonders. Popularized by the team at Google Ventures, a brand sprint will help your team sort through all different ideas about your brand and align on your brand’s fundamental building blocks—your values, audience, personality, mission statement, roadmap, and more. Whether you’re building a new brand or revamping an existing one, brand sprints are ideal for trigger events such as naming your company, designing a logo, hiring an agency, or writing a manifesto.