Introduction
The Jobs to Be Done (JTBD) framework is a powerful tool for understanding customer motivations and innovating products or services that truly meet their needs. This article explores how JTBD can be applied in four major industries: finance, technology, retail, and education. By examining specific examples in each sector, we’ll demonstrate how this approach can drive innovation and improve customer satisfaction.
1. Finance Industry
In the finance sector, customers often “hire” products or services to achieve specific financial goals or solve particular problems. Here are some JTBD examples:
1.1 Mobile Banking Apps
Job to Be Done: “Help me manage my finances conveniently and securely from anywhere.”
Example: A bank develops a comprehensive mobile app that allows users to check balances, transfer funds, pay bills, and even apply for loans, all from their smartphones. The app includes features like biometric authentication for security and real-time notifications for transactions.
1.2 Robo-Advisors
Job to Be Done: “Provide me with professional investment advice and portfolio management without the high costs of traditional financial advisors.”
Example: A fintech company creates an AI-driven robo-advisor platform that analyzes users’ financial goals, risk tolerance, and market conditions to provide personalized investment recommendations and automated portfolio rebalancing.
1.3 Peer-to-Peer Lending Platforms
Job to Be Done: “Connect me with alternative lending options that offer better rates than traditional banks.”
Example: A P2P lending platform is developed to match borrowers with individual lenders, offering potentially lower interest rates for borrowers and higher returns for lenders compared to traditional banking products.
2. Technology Industry
The tech industry is driven by constant innovation, and JTBD can help companies focus on creating products that truly solve users’ problems.
2.1 Cloud Storage Solutions
Job to Be Done: “Keep my files safe, accessible from anywhere, and easy to share with others.”
Example: A tech company develops a cloud storage service with features like automatic syncing across devices, secure file sharing, and collaborative editing tools. The service also includes AI-powered search capabilities to help users quickly find specific files or content within documents.
2.2 Smart Home Devices
Job to Be Done: “Make my home more comfortable, energy-efficient, and secure with minimal effort.”
Example: A manufacturer creates a suite of interconnected smart home devices, including thermostats, security cameras, and lighting systems. These devices learn from user behavior to automate routines, optimize energy usage, and provide remote monitoring and control through a smartphone app.
2.3 Productivity Software
Job to Be Done: “Help me organize my work, collaborate with my team, and increase my productivity.”
Example: A software company develops an all-in-one productivity platform that combines task management, time tracking, file sharing, and team communication tools. The platform integrates with popular third-party apps and uses AI to suggest task prioritization and provide productivity insights.
3. Retail Industry
In retail, understanding customers’ JTBD can lead to innovative shopping experiences and products that better meet consumers’ needs.
3.1 Augmented Reality (AR) Shopping Apps
Job to Be Done: “Help me visualize how products will look in my home or on me before I buy them.”
Example: A furniture retailer creates an AR app that allows customers to place virtual furniture in their homes using their smartphone cameras. This helps customers make more confident purchasing decisions and reduces returns.
3.2 Subscription Box Services
Job to Be Done: “Discover new products tailored to my tastes without spending time researching and shopping.”
Example: A beauty retailer launches a personalized subscription box service that sends customers curated selections of makeup and skincare products based on their preferences, skin type, and previous feedback.
3.3 Sustainable Product Lines
Job to Be Done: “Allow me to make environmentally conscious purchasing decisions without sacrificing quality or style.”
Example: A clothing retailer develops a line of sustainable fashion made from recycled materials and produced using eco-friendly processes. The company provides transparent information about each product’s environmental impact and implements a clothing recycling program for customers.
4. Education Industry
The education sector can use JTBD to create more effective learning experiences and address the evolving needs of students and educators.
4.1 Adaptive Learning Platforms
Job to Be Done: “Provide personalized learning experiences that adapt to each student’s pace and learning style.”
Example: An edtech company creates an AI-powered learning platform that assesses students’ strengths and weaknesses, then tailors lesson plans and practice exercises to optimize their learning outcomes. The platform also provides real-time feedback and adjusts difficulty levels based on student performance.
4.2 Virtual Reality (VR) Educational Experiences
Job to Be Done: “Make abstract or complex concepts more engaging and easier to understand through immersive experiences.”
Example: A VR company partners with educational institutions to develop immersive learning experiences, such as virtual field trips to historical sites, interactive 3D models of biological systems, or simulations of complex physics experiments.
4.3 Lifelong Learning Platforms
Job to Be Done: “Enable continuous skill development and career advancement for working professionals.”
Example: An online education provider creates a platform offering flexible, modular courses and micro-credentials in various professional fields. The platform includes features like personalized learning paths, industry-recognized certifications, and networking opportunities with peers and potential employers.
In a nutshell
The Jobs to Be Done framework provides a valuable lens through which companies in finance, technology, retail, and education can view their products and services. By focusing on the underlying motivations and desired outcomes of their customers, businesses can innovate more effectively and create solutions that truly resonate with their target audience.
As these examples demonstrate, applying JTBD thinking can lead to transformative products and services that not only meet customers’ functional needs but also address their emotional and social desires. By continually seeking to understand and fulfill the jobs that customers are trying to get done, companies across all industries can stay ahead of the curve and deliver meaningful value in an ever-changing marketplace.