Five questions to ensure product designers focus on the Job To Be Done

Edited excerpt from Why Product Thinking is the next big thing in UX Design by Nikkel Blaase:

A product has a core user experience, which is basically the reason the product exists. It fulfills a need or solves a problem people have. By doing so, the product becomes meaningful and provides certain value. If the problem is non-existent, or the solution doesn’t fit the problem, the product becomes meaningless and people won’t use it. This in turn leads to the failure of the product.

Wrong solutions can be fixed, but non-existent problems aren’t fixable.

So when thinking about products, UX designers should first answer the following questions:
1. What problem are we solving? (User problem)
2. For whom are we doing this? (Target audience)
3. Why are we doing this? (Vision)
4. How are we doing this? (Strategy)
5. What do we want to achieve? (Goals)

Only then does it make sense to think about exactly what we’re doing (Features).

(1) Re. For whom are we doing this? (Target audience): The Job To Be Done framework avoids defining target customers other than as people who have that Job To Be Done. Who those people are and how to find them is more important for marketing and growth hacking than for product managers or UX designers. So I’d replace this question with: How do we find people with this Job To Be Done? See “Inception”, in A framework for growth hacking using Job To Be Done.
(2) Re. How are we doing this? (Strategy): What unique capabilities do we bring to the table? How will they be expressed in the product?
(3) Re. What do we want to achieve? (Goals): Ensure we’re sufficiently ambitious. What would success look like? Define a metric, and make sure it’s a real metric, not a vanity metric. Then, set a stretch goal, rather than what we think we can achieve.
(4) Cf. Why product managers should frame every product task as a Job To Be Done.

3 thoughts on “Five questions to ensure product designers focus on the Job To Be Done

  1. Pingback: The four steps to great product design | A Founder's Notebook

  2. Pingback: To improve your product process, try the 25 minute design sprint | A Founder's Notebook

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