Jobs to be Done Canvas

What it does

This skill utilizes the Jobs to Be Done (JTBD) framework to help define and understand user needs. It facilitates creating a "Canvas" which visualizes the circumstances, motivations, and desired outcomes that drive users to adopt a product or service. The Canvas helps uncover unmet needs and informs product development decisions by focusing on the underlying jobs customers are “hiring” products to do.

When to use it

• New Product Development: To identify the core job(s) a new product should address before building anything.
• Feature Prioritization: To understand which existing features best serve user jobs and prioritize improvements accordingly.
• Competitive Analysis: To map out competitor offerings in terms of the jobs they fulfill, revealing potential gaps or opportunities.
• Understanding Customer Churn: To analyze why customers stop using a product by examining if their original "job" is no longer being adequately served.

Key capabilities

• Canvas creation and visualization
• Identification of circumstances triggering user need
• Articulation of motivations driving job selection
• Mapping desired outcomes for each job

Example prompts

• “Create a Jobs to Be Done Canvas for users who are frustrated with managing multiple social media accounts.”
• "Help me identify the core jobs our mobile banking app is currently fulfilling."
• "I want to understand why customers are leaving our email marketing platform. Generate a JTBD canvas focused on churn reasons."

Tips & gotchas

The effectiveness of this skill relies on having good data about user behavior and motivations. Consider combining it with other research methods like user interviews or surveys for richer insights.