Daphne Lin Discusses the UX Design Jobs-To-Be-Done Method
The Jobs-To-Be-Done (JTBD) method is relatively new. It’s both a theory about consumer actions and a set of tools that you can use to help you figure out why someone is using your product. You can trace its roots to marketing.
Jobs-To-Be-Done History
The primary story that’s told about JTBD is that there were two researchers who were trying to improve sales of milkshakes. They basically had customer segmentation down, but they still couldn’t figure out how to improve sales.
As we often see in UX design, they tried an observational and feedback approach. They went into stores and watched people use and buy milkshakes. They figured out that people were buying milkshakes as a breakfast item that would help them during their commute. A milkshake would conveniently fit in one hand as they were driving to work or other locations.
It was an “aha moment” for these marketers because they realized that it’s not really your age that contributes to why you buy milkshakes… it’s your situation.
Online UX Design Education
As these marketers discovered, you can learn a great deal about user experiences during your UX studies, whether you’re working on an early UI design, UI prototype or merely trying to better understand a target market, by using a Jobs-To-Be-Done perspective. You merely need to find out more information about the job or task that members of a target market believe a particular product can complete for them.
