Jobs to be done
Jobs-to-be-Done (JTBD) is an approach that helps teams deeply understand the underlying reasons users choose certain products or services when they want or have to accomplish specific tasks or goals. Instead of focusing on individual features, JTBD emphasizes users' motivations, context, and desired outcomes---the actual "jobs" they need to achieve.
Clayton Christensen---one of the founders of the Jobs-to-be-Done theory---captures this idea clearly:
"Customers don't buy products. They hire them to do a job."
JTBD and User Stories
User stories typically follow the format:
"As a [user], I want [action], so that [outcome]."
The "so that" part is particularly significant as it describes the user's intended benefit, closely aligning user stories with JTBD thinking.
The key difference is:
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User stories typically describe specific functionalities or features from the user's viewpoint.
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JTBD takes a broader perspective initially, focusing first on clearly understanding the user's motivation and goals before considering specific solutions or features.
When to Use JTBD
Rather than being just an alternative to user stories, JTBD complements and enriches them. JTBD is particularly valuable:
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During early product discovery, to clearly understand user motivations before exploring solutions.
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When there's uncertainty about the real user need behind potential features.
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To ensure teams avoid jumping prematurely into feature solutions without fully understanding user problems and desired outcomes.
In short, JTBD helps ensure that user stories---and ultimately, the products built---address meaningful user needs, aligning solutions clearly with customer value.