DATA VISUALIZATION, SYNTHESIS, AND ANALYSIS
­ OBS-TO-BE-DONE INSIGHTS 
GENERATING
­JOBS-TO-BE-DONE
INSIGHTS
 METHOD    GENERATING J
Summarizing the bigger picture of what
­customers want to achieve when they use
­certain services or physical/digital products.
Duration 0.5–4 hours (depending on
complexity and amount of data)
Physical requirements Research wall or any other form of
accessible research data, ­personas,
journey maps, system maps, paper,
pens, masking tape
Energy level Low
Researchers/Facilitators Minimum 1 (a better approach is to
have teams of 2–3 researchers)
www.tisdd.com
Participants  2–12 with good knowledge of the
research data (optional)
Expected output Job-to-be-done insights
83
Jobs to be done (JTBD) is another way to
­formulate insights. Originally named by
Clayton Christensen from the Harvard
Business School, JTBD provides a valu-
able ­perspective with regard to innova-
tion.01 The “job to be done” describes what
a product helps the customer to achieve.
Looking for the JTBD is a method to
move away from the current ­solution
and create a new frame of reference for
a different future solution. The JTBD
­framework includes a social, a functional,
and an emotional dimension.
ONE WAY TO FRAME A JTBD IS
WITH THIS TEMPLATE:
When
��������������������������������������������������������������������������������(situation),
I want to
�������������������������������������������������������� (motivation or forces),
so I can
������������������������������������������������������������(expected outcome).
CHAPTER 05    RESEARCH METHODS 
Sometimes an additional starting line
can be added when you have at least two
distinct jobs for the same situation: “As …
(persona/role), when …” However, JTBD
is ­mostly used without a persona or role.
Clayton Christensen explains the jobs-to-
be-done framework with ▶  
01 Clayton, M. C., & Raynor, M. E. (2003). The Innovator’s Solution: Creating and
Sustaining Successful Growth. Harvard Business School Press.
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­ OBS-TO-BE-DONE INSIGHTS 

his classic milkshake e­ xample:01 he context and motivation. One of the key Write down initial JTBD insights
 2   
­investigates the ­question “Why are half advantages of the JTBD approach is that Go through your research data and
of all ­milkshakes at a fast food brand sold it helps a design team break away from a write down initial JTBD insights
­before 8 a.m.?” Based on ­iterative ethno- current solution in order to discover new based on your research findings or
graphic r­ esearch (short ­observations and solutions based on what customers really patterns you find w ­ ithin your data.
interviews), the ­research team realized want to achieve. If you work in teams, split up into
that customers were trying to ­accomplish subgroups of 2–3 ­participants and
a very specific job and this is why they write initial JTBD sentences. In this
 METHOD    GENERATING J

“hired a milkshake.” Clayton formulates Step-by-step guide first step, it is important to create

the job story somewhat like this: “When many potential jobs; in the follow-
I am commuting to work by car, I want  1    Prepare and print out data ing step, you’ll merge them and
to eat something that I can get quickly JTBD insights can be created prioritize them to create a limited
and that doesn’t distract me from driving, ­iteratively t­ ogether with data col- number of jobs.
so that I can work until lunch without lection or they can be used to move
feeling hungry.” from research into ideation. They  3    Cluster, merge, and prioritize
The reason customers buy a milk- are also useful to find gaps in your Hang up your jobs on a wall and
shake ­instead of a banana, a doughnut, research data and to formulate fur- ­cluster similar ones next to each
a bagel, a chocolate bar, or a coffee is ther research questions, hypotheses, other. You can merge similar jobs
because they need something easy to eat or assumptions. Use your research or r­ ephrase them to make clear
that will keep them full until lunch. In wall or prepare your research data that they are d­ ifferent. Then try to
this example, from a customer’s per- by printing out key p ­ ictures, writing prioritize them, for ­example, from
spective, competitors are not other fast out great quotes, ­visualizing audio a customer’s perspective: which of
food chains, but rather alternatives that recordings or videos as quotes or these have the biggest impact

CHAPTER 05    RESEARCH METHODS 

would do a similar job for them, like a screenshots, and putting out your on the customer?
­smoothie, for example. collected artifacts. Prepare the room
A JTBD insight based on this with ­materials, such as paper, sticky  4    L ink JTBD insights to data
framework is quite similar to a key notes, pens, and of course your JTBD insights should always be
insight – the main difference is that a key research data, as well as existing per- based on research data. Link your
insight focuses on the restriction/friction/ sonas, j­ ourney maps, or system maps. JTBD insights to your research data
problem, whereas a JTBD focuses more Also, think about who you should (e.g., by using an ­indexing system).
www.tisdd.com

on the larger picture of the situational invite to develop JTBD insights. When you present them it helps if
you add some of your research data
01 Noble, C. (2011). Clay Christensen’s Milkshake Marketing. Harvard Business
School Working Knowledge. to back them. If possible, prefer
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­ OBS-TO-BE-DONE INSIGHTS 

first-level constructs as evidences for a journey map or an additional lane

your JTBD insights, such as photos, in a journey map, focusing on the
­videos, or quotes from real people. JTBD for each step.

 5    Find gaps and iterate  →  

Are you missing some data for your
JTBD insights? Use these gaps as re-
search ­questions and iterate your re-
 METHOD    GENERATING J
Mapping JTBD for each step in a
­journey map can reveal steps that
do not have a JTBD, which means
customers have to do activities only

search to fill the gaps with data. Also, for the service p
­ rovider and not
­consider inviting real customers or because they want to get ­something
­employees to review your insights done. Eliminating such steps in a
and to give feedback on them. journey might lead to an improved
experience when a provider focuses
 6    Follow-up on the essentials. ◀
Document your progress with
photos and write a summary of your
JTBD insights. Support each JTBD
insight with at least 2–3 pieces of
evidence from your research data.
If you have more, use an indexing
system to link your insights to all the
underlying data.

CHAPTER 05    RESEARCH METHODS 

Method notes

 →  JTBD can be formulated for an

entire physical/digital product or
service as well as for certain steps
within a journey map, if you ask
www.tisdd.com

yourself what a customer or user

wants to get done. As such, JTBD
can be either the main aim behind A JTBD integrated as an ­additional lane in a journey map.