The Jobs to be Done Framework is used to understand what someone is trying to accomplish in a given context – what “job” they are hiring a product, service, or action to do.
It focuses on the progress they seek, not just their stated needs or preferences.
By identifying these jobs, we can design solutions that align with real goals, not just surface-level requests.
It focuses on the progress they seek, not just their stated needs or preferences.
By identifying these jobs, we can design solutions that align with real goals, not just surface-level requests.
Jobs to be done Thinking is an integration of the Jobs to be Done Framework, design thinking, and modern product management.
You can learn more about the Jobs to be Done Framework as initially defined here.
The Perspective Shifts Of the Jobs to be Done Framework
One of the biggest strengths of the JTBD framework is how it has you look at what you’re creating for your customers differently.
- Demographics-> Context. Customers are defined by the situation they’re in when they “hire” a product to make progress.
- Features -> Progress. Products are tools customers hire to achieve progress toward a desired outcome.
- Wants and needs -> Outcomes. Customers define success in measurable outcomes—reduce time, minimize effort, increase certainty—bounded by constraints (money, time, rules).
- Competitors -> Alternatives. “Competitors” are any alternative a customer might “hire”—including non-consumption.
- Solution first -> Problem discovery. Teams start with understanding customers’ jobs, then develop solutions.
- Transaction -> Ongoing value. Jobs are continuous value adds; products are re-hred or fired.
- User stories -> Job stories. When [situation], I want to [motivation], so I can [outcome].
- Inside out -> Outside in. Companies align to the customer’s frame of reference, designing back from the customer proress.
Design Thinking
Design Thinking is a renowned method for innovation. Because Jobs to be Done Thinking already has users of it shifting their perspective to the customer, Design Thinking is naturally integrated into it. Design Thinking is also used to create a somewhat linear process to follow, which many people find easier to start with.
Human Centered Design
Human-Centered Design is based on Don Norman’s work in The Deign of Everyday Things. This is embedded in Amplio’s Jobs to be Done Thinking. More will be added later, but for now you can use the Amplio GPT icon on the bottom right.
Amplio offers a learning journey on Jobs to be Done Thinking (click here to see that) as part of The Amplio Learning System and as a public workshop.
