The concept of jobs to be done provides a lens to understand value creation. The framework looks at customer motivations in business settings.
In principles, it’s straightforward: people “hire” products to fulfill a need. For instance, you might hire a new suit to make you look good at a job interview. Or, you hire Facebook to stay in touch with friends. You could also hire a chocolate bar to relieve stress.
Viewing customers in this way – as goal-driven actors in a given context – shifts focus from the psycho-demographic aspects to needs and motivations. It’s not about the user, but about usage.
Understanding the jobs to be done perspective provides opportunities for designers. Not only can we design better solutions, we can also contribute to broader strategic conversations.