JTBD Theory for Product Development
What is the JTBD Framework?
The (Jobs-To-Be-Done) JTBD theory framework (the same theory that helped McDonald's achieve a sevenfold increase in milkshake sales) is based on understanding the specific goal or "job" that customers want to achieve and why they choose a particular product to accomplish it. When using this approach, product teams try to uncover what users really want to do or achieve when they purchase a product or service.
How Does JTBD Apply to Product Development?
Unlike other product development methods, JTBD shifts the focus from the product itself to the customer's needs and motivations. For instance, instead of just knowing a customer wants a drill, JTBD digs deeper to find out they actually need a well-drilled hole. Further still, it reveals that the ultimate goal might be the satisfaction of seeing a picture hanging in their living room. This deeper understanding helps create products that truly meet users' needs.
Origin of JTBD Framework
The JTBD framework was originally theorized by Theodore Levitt. Then later developed by Tony Ulwick, founder of Strategyn. It started as Ulwick’s patented process called Outcome Driven Innovation (ODI), which focuses on identifying the outcomes customers seek rather than the products they want. Since its introduction in 1991, Strategyn has successfully used JTBD with hundreds of clients, achieving an 86% success rate in improving their products.
Pros and Cons of JTBD
Pros:
Better Alignment with User Needs: JTBD helps align product development with what users truly want, focusing on solving problems rather than just adding features.
Avoiding Misguided Product Features: By asking why customers want specific features and what their true desired outcomes are, JTBD helps avoid building products based on superficial customer requests, like the infamous "faster horse" scenario attributed to Henry Ford.
Cons:
Risk of Abstraction: JTBD can sometimes become too abstract, making it difficult to translate high-level customer goals into practical tools or solutions.
Potential Neglect of Design and User Experience: By focusing heavily on the product’s ultimate purpose, there is a risk that other important elements, like design and ease of use, might be overlooked.
Is JTBD Worth Trying for Product Teams?
Yes, JTBD is worth considering for any product team. It starts with the logical idea that people buy products to get something done or to achieve a specific desired state. Even if your team uses a different framework, applying JTBD can provide a new perspective and a deeper understanding of why customers buy your products and how you can improve them.
