Jobs to Be Done (JTBD)

Summary

A framework reframing 'who is my user' into 'what job is my user hiring this product to do' — shifting focus from demographics to the underlying motivation.

How to Learn This

1Write a JTBD statement for a product you use ('When [situation], I want to [motivation], so I can [outcome]').
2Read the classic 'milkshake' JTBD case study.
3Compare JTBD thinking to persona-based thinking on the same product.

Personas & User Segmentation

Journey Mapping

More topics in UX Research

User Interviews Surveys & Questionnaires Usability Testing Contextual Inquiry Personas & User Segmentation Journey Mapping Card Sorting & Tree Testing Competitive Analysis for Design Research Synthesis (Affinity Mapping)Continuous Discovery Habits

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