Users Have Jobs To Do (Lives to Live)

I enjoy thinking about designing digital products that really resonate with users, making their lives easier or more enjoyable. And it can be tricky to figure out what users truly want. That’s where the Jobs to be Done framework comes in. The basic idea is that users don’t just buy products—they “hire” them to get a job done. For instance, if you want to listen to music while working out, you’re not just buying headphones; you’re hiring them to deliver high-quality audio, and motivate you through your workout.

Understanding the job the user is trying to get done is crucial for designing a product that meets their needs. Often, product teams get caught up in features and technology, but if these don’t help the user complete their task, they just add complexity. The JTBD framework helps us focus on the actual job. What is the user trying to achieve? By centring on the job, we can design a streamlined, effective product that truly addresses the user’s needs.

One powerful aspect of JTBD is uncovering unmet needs. For example, if users struggle to sleep well despite trying various solutions, a product that monitors sleep patterns and adjusts factors like temperature and light could fill this gap. By understanding the job the user needs to do, we can design products that are focused, effective, and make a real difference.

If you're working in the digital product space, ask yourself: what job is the user hiring this product to do? If you can answer that, you’re on the right track to designing a winning experience.