Jobs to be Done IAK method

People hire a product to get a job done. JTBD uncovers relevant jobs.

image by Wolfram Nagel

This user research methodology focuses less on the user himself (role, "persona", demographics, etc.), but rather on the context (situation, circumstances) in which a concrete need (job) occurs or arises. 

A user hires a product for a specific job to achieve a particular outcome (in short: to get a job done). The approach allows to uncover implicit motivations and why a user prefers a product to another to do the job. 

It's important and helpful to always try to find out which jobs are relevant to a user instead of just asking him which feature he prefers. (Because a feature is always only one possible solution to a problem. There might be others which solve the problem in a better way.) 

The Nielsen Norman Group recommends to combine Personas and Jobs to be Done, as "the usability of any given design can only be assessed relative to two variables: who are the users and what do they need to do? That’s why it’s critical for the validity of a usability study to recruit representative test users and give them representative tasks to perform."  

Job Story 

Gained insights can be represented in job stories: 

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

More information 

Many helpful, sometimes controversial and detailed information can be found in the linked sources. 

There's also a useful step-by-step description in the TiSDD method library which is an additional PDF (free download) to the book "This is Service Design Doing" (TiSDD). The steps below are a modified version of this based on own insights and experiences. 

Anything to improve with the method description? Just send an e-mail with your suggestion. Thank you!