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Have you ever used a product, and wondered, “Who designed this? It doesn’t even work the way I need it to!” That frustration often stems from a design process that focuses too much on aesthetics or surface-level functionality, neglecting what users actually need from the product. This is where the "Jobs to Be Done" (JTBD) framework becomes a designer’s lifesaver.
It's easy to assume we know what users want, but JTBD challenges us to dig deeper. Instead of guessing, it encourages us to ask: What is the user really trying to accomplish with this product? It’s not about designing for superficial wants but for underlying needs. For example, people don’t buy a fancy coffee maker because they love the gadget itself. They buy it because they want a hassle-free way to enjoy good coffee every morning. JTBD reframes design as a tool for fulfilling these deeper, practical needs.
This framework operates on a simple yet profound principle: design for the job the user needs to get done, not just for the product’s appearance itself. In software design for example, the goal is to teach someone how to use the product without having to read a 400 page manual, the interface should make learning feel intuitive, guiding the user step-by-step. When design fails at this core job, it’s not just inconvenient—it completely misses the point.
One of the most powerful aspects of JTBD is its focus on understanding the "why" behind user behavior. Often, feedback about a product revolves around surface details—like the color of a button or the layout of a menu. However, JTBD pushes us to ask why the user is interacting with the product in the first place. What task are they trying to complete, and how can the design make that task easier?
For instance, consider a car. Users may praise its sleek design or color, but if the vehicle doesn’t start reliably on cold mornings, it’s failing at its primary job. JTBD is about cutting through these superficial layers and addressing the real reasons people use products. By aligning design choices with the user’s core motivations, we create experiences that are not only functional but meaningful.
A prime example of JTBD in action can be seen in Apple’s design philosophy. Apple doesn’t overwhelm users with endless features—they focus on how well those features integrate with each other to create a seamless experience. Take their Continuity set of features: these allow a user to use their suite of Apple products (laptops, tablets and phones) in a more synchronized way like - copying something on their phone and paste it on their computer effortlessly. This isn't about adding more options; it's about making the overall experience smoother and more convenient. The job being done here is simple—removing friction from multi-device usage.
Similarly, Apple's password management app streamlines the process of finding saved passwords. What could have been a complex, multi-step task is now intuitive and easy, fulfilling the basic but crucial need for security and convenience. In both cases, Apple’s success lies in designing for the specific job the user needs to get done.
One of the most valuable lessons from JTBD is the idea of focusing on a specific job instead of trying to solve everything at once. This targeted approach allows designers to create solutions that excel at one thing rather than being mediocre at many. Consider the example of two financial apps—Tembo (formerly Nude) and Plum. Both are savings apps, but their JTBDs are completely different. Tembo is designed for people saving to buy their first home, while Plum helps users build general saving habits. The design and features of each app reflect their distinct jobs, which leads to more effective and user-centric solutions.
The beauty of JTBD is that it’s not limited to product design. It can be applied to any aspect of work —whether you’re preparing a presentation, learning a new skill, or trying to think of new ideas for your products. By focusing on the job at hand and understanding the deeper motivations behind it, you can make better decisions and create more meaningful experiences.
For designers, JTBD is a reminder that successful design isn’t about adding flashy features or following trends. It’s about understanding the real reasons behind user actions and crafting solutions that meet those needs.
In a design context, every product or service must address not just the functional needs of users, but also the emotional and social dimensions. When designers focus solely on the functional—how well something works—they can miss these deeper layers of motivation that significantly impact user satisfaction.
For example, let’s say you’re designing a task management app. The functional need is clear: users want an easy way to organize their to-do lists and stay productive. But beyond that, there’s an emotional need for users to feel in control, accomplished, and less stressed as they check off tasks. The app’s design can foster this by using progress indicators or gentle reminders that motivate rather than overwhelm.
Then there’s the social dimension, which is about how users want to be perceived by others. Perhaps using the app makes them feel more organized and professional in the eyes of their colleagues or peers. Features that let users showcase their productivity or achievements, such as badges or shareable milestones, fulfill this social need by enhancing their personal or professional image.
By addressing these three levels—functional, emotional, and social—a design goes beyond simply “working” and becomes an experience that resonates deeply with the user.
So, the next time you sit down to think about the design aspects of your job, ask yourself: What job am I helping the user accomplish, and how can I address the functional, social, and emotional aspects of that job? By focusing on the why behind the what, and considering the full spectrum of user needs, you’ll be able to create products that don’t just function well, but also provide an emotionally satisfying and socially relevant experience.
JTBD is more than just a framework; it’s a way of thinking that transforms how we approach design and problem-solving. By understanding that people’s needs encompass more than just the practical, we can create products and experiences that are truly meaningful. Whether in technology, education, or everyday life, addressing all three dimensions of a user’s job—functional, emotional, and social—leads to design solutions that have a lasting impact.
