Jobs to be Done Theory for Product Designers, Managers, and Founders

This video helps product people understand how to apply this framework to deeply understand customers and create a sticky product that stands out. Explore the power of Jobs to be Done (JTBD) Theory and how it revolutionizes product design, management, and entrepreneurship.
JTBD Theory provides invaluable insights for product experts by uncovering the underlying motivations and desired outcomes that drive customer behavior. From identifying and prioritizing the job your product should address to crafting compelling value propositions, we break down JTBBD into digestible steps with expert tips and best practices for implementing JTBD Theory within your organization.
Timestamps
00:00 Intro to JTBD
01:47 9 Tenets
03:14 3 Dimensions
06:08 Implications for Product Designers & Design Thinking
08:10 How to apply the theory practically
11:46 Like & subscribe for more insights 👍
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Join the conversation by commenting below. 👇🏽😊

[@jessicacabrerareis9767]

This video is gold! Thank you a lot!

[@thecraftio]

So happy you enjoyed it! 🙌

[@thecraftio]

If you'd like to learn more: about.gitlab.com/handbook/product/ux/jobs-to-be-done/deep-dive/ and don't forget to subscribe to the channel and our newsletter to learn with us. 💡

[@lika_cola]

Thank you, I just watched another video and have a headache now. Your style is so easy to understand

[@thecraftio]

😂 oh no. I’m sorry to hear that. Hopefully this gave you back some good energy!!

[@lika_cola]

Yes very much so, thanks! @@thecraftio

[@MohamedEltazy41341]

Interesting concept. I like to think that behind every transactional exchange, there's at least one emotion that needs to be met, and thinking about solutions from an emotional perspective besides the functional is really a must for a product or s service to succeed in any competitive market.

[@thecraftio]

Completely agree with you Mohamed! This is something that sets the good apart from the great. At the end of the day we are designing for humans and humans are all kinds of irrational and emotionally driven. 😝 We need to take that into account to capture them fully.

[@diegocarvalho4997]

Amazing!!! Easy and deep. Thx so much

[@thecraftio]

You're welcome 😊

[@ohnosam]

Thanks a lot, this is a great video for product designers.

[@thecraftio]

So glad it was helpful! 🙌

[@LightsaberPanda]

This an awesome video and it paints a lot of context of why my coworkers think the way they do. I also see how this can make user persona useful again despite them getting a bad rap or being unpopular. Ya down with JTBD, yeah you know me! lol To answer your question, we tend to use the Google HEART framework more often at work.

[@thecraftio]

Thanks! 😊 Okay interesting. Any reason why your team uses google heart?

[@joaquinm1733]

Hi Sera - I really love and appreciate this video; I like how you make the connection of JTBD and Design Thinking. This will definitely help me in my current job! Would you be creating additional material for JTBD? more specifically go over a use case where JTBD was used? Thanks for creating these content, it is really helpful.

[@thecraftio]

Hey Joaquin! So glad you found value in it! What kind of project are you currently working on? Unfortunately I don't have work I can share publicly on this but could perhaps create a sample of how to apply this. 😊

[@joaquinm1733]

@@thecraftio a sample on how to apply it would be really awesome. Thank you! Well I am currently a Product Manager building an analytics and insights platform for my organization to empower our users to make data-driven decision. I am actually implementing the Double Diamond design process (which I'm shamelessly stealing from my awesome Designer community) in the teams for our product development cycle. I thinks this is a really great process that has helped us get focused on what we need to build and deliver and being able to also push the JTBD theory to augment this process would be very beneficial. Thanks again for all you do for the product community!

[@dyslexicdigen]

Good Stuff

[@thecraftio]

Appreciate it!

[@yennhinguyen1024]

I think It could be easier to approach if you give some examples. Most of this video contains theoretical information. Moreover, I would like to ask more about the Tenets 4: A JTBD is solution agnostic. I didn't understand what this meant, can u or anyone else help to explain this tenet? I would be happy if you could attach an example

[@thecraftio]

haha thank you I will see how I can do another more in depth video In the mean while I'll send you to my Linkedin: www.linkedin.com/posts/seratajima_as-a-product-designer-or-product-person-in-activity-7071485835946156032-GF27 www.linkedin.com/posts/seratajima_as-a-product-designer-or-product-expert-activity-7072219481212608517-Ipj7 www.linkedin.com/posts/seratajima_if-youre-a-product-expert-you-need-to-know-activity-7072943737340850176-mQJ3 Lmk if these help. Solution agnostic means not specific to the solution. The job should be defined independent of the solution and we should need seek the customer to define the solution for us.

[@glean_ux]

Are JTBD similar to user stories?

[@thecraftio]

The use case is different. Maybe this will help. jobs-to-be-done.com/jobs-to-be-done-a-framework-for-customer-needs-c883cbf61c90 User stories are a way to frame tasks from the customer perspective.

[@TomasCorzamarketing]

All due respect to Tony but he did not create jobs to be done. Theodore Levitt was the first to popularize the theory in the 1960's. Also Tony's JTBD consulting firm is based in Denver Colorado, not San Fransisco.

[@thecraftio]

Thanks for sharing! Do you have a link to accrediting theodore so I can read more about it?