Jobs To Be Done (JTBD) Framework – Customer Motivation

Purpose: To understand why users “hire” your product.

What It Is

JTBD focuses on the underlying motivation of a user, not demographics or superficial behavior. Users “hire” products to get jobs done in their lives — your goal is to discover what those jobs are.

When To Use It

During product discovery or research
When users churn or features underperform
For positioning and messaging

How It Works

Ask: “What job is the user hiring our product to do?”

Then structure your understanding as:

When [situation], I want to [motivation], so I can [expected outcome].

Example: Uber

When: I need to get to a meeting fast.

I want to: Avoid waiting for a taxi or finding parking.

So I can: Arrive on time without stress.