jobs-to-be-done

Jobs-to-be-done user research identifies the progress customers want to make rather than relying on demographic segments. You need it to uncover the actual jobs customers hire your product to perform, guiding product strategy, user research, and feature prioritization.

To write a jobs-to-be-done statement, use the structure: When [situation] I want to [motivation] So I can [outcome]. This captures functional, emotional, and social dimensions of customer motivation to clearly delineate true competition and guide product discovery.

Analyze customer switching forces by evaluating the Push of the current situation, Pull of the new solution, Anxieties about switching, and existing Habits. Mapping these forces reveals true competition and helps reframe onboarding features around customer progress.

You can integrate jobs-to-be-done insights with hypothesis trees, Five Whys, and Fogg behavior models to validate product opportunities. This combination validates discovered customer motivations against functional, emotional, and social outcomes for refined feature prioritization.

The jobs-to-be-done framework works for analyzing fintech onboarding flows by generating structured statements that capture the functional, emotional, and social jobs users hire the app to perform, directly informing product messaging and strategy.

Use jobs-to-be-done instead of traditional user segmentation because it focuses on customer motivation and the progress they seek, not just demographics. This approach reveals true competition and reframes features around the actual jobs customers need to complete.