Product creation
Useful for developers, UX designers, and interface designers who are focused on creating products that consumers want to “hire” to perform a particular activity. The main goal is to ensure that the product being created and the code being written not only meets the stated specifications, but also provides a positive experience for customers.
The purchasing process
Most useful for marketing ig database team members who want to improve the customer experience. In this case, they need to understand the process a person goes through when buying a product. According to Tony Ulwick, the purchase sequence should be analyzed as a separate job, since it is not only part of the customer's decision, formed on the basis of a certain motive, but also a separate unique action. On this point, adherents of the two JTBD approaches disagree.
The purchasing process
First Steps: Defining the Market for JTBD
Market identification can be done by analyzing one of the following growth strategies: core JTBDs, linked JTBDs, new JTBDs, and disruptive growth.
Key JTBD Growth Strategy
The idea is to improve the current solution and meet the unmet needs of customers that correspond to the core job they want to do. Let's say people want the process of pouring juice into glasses to be easier and more convenient (the expected result) and to eliminate the possibility of spills (the undesirable option). In this case, the container can be redesigned so that it has a recess for the palm. By and large, this method is the simplest. It allows you to improve the product and improve existing solutions.
Linked JTBD Growth Strategy
A slightly more complex method of introducing innovations. In this case, we are talking about developing complex solutions that allow us to meet expectations for more than one main or related work. A striking example of the application of this method is Starbucks. This company provided customers with the performance of such work as: drinking coffee, drinking healthy alternative drinks, conducting business communications, accessing the Internet, reading literature in a pleasant atmosphere.
Linked JTBD Growth Strategy
The key to this strategy is to focus on related activities. For example, a person wants to eat a hot dog, but also listen to an audiobook, surf the web, or talk to people they know.
New JTBD Growth Strategy
This strategy is even more complex than the above methods. It is a concomitant process of change and development of technologies. In this case, it is necessary to focus on expanding the use cases of current solutions for various JTBDs. For example, organizations that create candles have to attract customers in a different way than before. The fact is that after the invention of the light bulb, people lost interest in this product. Now candles act as a design element and a way to create a romantic atmosphere. Thus, their main JTBD is no longer related to lighting the premises.