A Job-to-be-Done is a useful tool to help you focus your product on outcomes for people rather than features. Knowing what the customer hopes to accomplish in a given circumstance is a superpower when building coherent experiences.
Video about JTBD : https://www.youtube.com/watch?v=Stc0beAxavY
Jobs-To-Be-Done Shortcuts
By knowing what your customers want to achieve, you can design shortcuts to quickly guide them toward their goals.
McDonald’s example
McDonald’s avoids any friction that would have come from people landing directly into a large menu.
These options capture key reasons why people turn up for McDonald’s, and are pushed in the most visible area:
- 🍔 “I want a burger…”
- 🥗 “I want something healthier…”
- 👯♀️ “I’m eating with friends…”
- 🥤“I just need a drink…”
Lien : UX Design UX Research Trouver le besoin des gens (Need finding) Customer Habit Framework - Neal Martin Modèle nuancé des habitudes par Neale Martin
Personas vs. Jobs-to-Be-Done, Nielsen Norman Group Know Your Customers’ “Jobs to Be Done”, Harvard Business Review (2016)
Source : Growth Design #068