To stay ahead of your competition, you need to start with the most important aspect of your product: your target customer. However, one of the biggest challenges is finding your ideal customer and developing a product that meets their needs when it comes to product development. That’s where jobs-to-be-done comes in.
Jobs-to-be-done (JTBD) is a framework that helps you understand your target customers by identifying the “job” they’re trying to get done. In other words, it helps you figure out what problem your product or service is solving for them.
There are a few different ways to begin using JTBD for product development:
Customer Interviews
This is the most common way to use JTBD. You’ll want to ask your customers about the things they are trying to accomplish by using a product or service, what needs and frustrations they have related to that job, and how they currently try to solve those needs.
One way to do this is by creating a customer persona. A persona is a fictional representation of your target customer, based on data you’ve collected from interviews and other research. It includes demographic information like age, gender, and income, as well as psychographic information like interests and needs.
Customer Journeys
A customer journey is a visualization of how a customer interacts with your product or service. It shows the different steps they take to try to solve their problem, as well as any pain points or frustrations they experience along the way.
You can create a customer journey map by plotting out each step of the journey on a timeline, and then adding illustrations or photos that represent what the customer is feeling at each stage.
This can be a helpful way to see where there are opportunities for your product or service to make their life easier.
User Stories
A user story is a specific, concrete example of how someone will use your product. It’s written from the perspective of the user, and it describes what they want to accomplish and how your product will help them do it. It will also determine the desired outcomes of using your product.
This can be helpful for figuring out what features to focus on, and it’s a great way to get feedback from your target customers during development.
Bringing Your Product to Market
Once you’ve identified the job your product is trying to do, you need to figure out how to reach those customers. There are a few different ways to do this:
- Identify where your target customers are spending their time
- Research what channels they’re using to find information about products like yours
- Look for patterns in their behavior, such as what time of day they’re most likely to be looking for a solution to their problem
When doing this, remember that your market is defined as the intersection of your ideal customer and their job-to-be-done. This will allow you to focus your efforts on the right people, and it will help you create and sell a product that meets their needs.
Jobs-to-be-done is a powerful way to understand your target customers, and it can be used in conjunction with other frameworks like customer personas and customer journeys to develop products that meet their needs. By using user stories and identifying where your target customers spend their time, you can bring your product to market and stay ahead of your competition.
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