Exploring the Jobs to be Done Framework

The real challenge with conversion optimization, but also user experience design, is understanding your customers’ needs and motivations in a profound way. And that’s where the Jobs to be Done Framework comes into play. It goes beyond traditional market segmentation and helps you uncover the underlying reasons behind customer decision-making.

JTBD Framework

So, what exactly is this framework? Well, it consists of three key components: the job, the trigger, and the outcome. Let’s take a closer look at each of them.

Jobs to be Done framework template design


The job represents the problem or goal your customer is trying to solve or achieve. By identifying the specific job, you gain insight into what drives your customers’ actions and decisions. Understanding the job helps you align your offerings and solutions with their core needs.


The trigger is the event or situation that prompts customers to seek a solution. It could be a need, a desire, or a change in circumstances. Identifying the trigger points allows you to anticipate when your customers are most likely to engage with your product or service.


The outcome is the result your customer wants to achieve by solving the problem or reaching their goal. By understanding the desired outcome, you can ensure that your offerings and strategies align with their expectations and deliver the value they seek.


Psssst … I’ve also created a simple free Figma template which you can use.

Practical Examples across Industries

Let’s bring the Jobs to be Done Framework to life with some practical examples across different industries. By examining these examples, you’ll see how the framework can be applied to various scenarios.

  1. Vegan Leather Bags (eCommerce): Imagine you’re running an eCommerce webshop specializing in vegan leather bags.

    One job could be the customer’s desire to purchase a stylish vegan leather bag.

    The trigger could be their need for a new handbag.

    And the desired outcome? A stylish and ethical handbag purchase. By understanding the job, trigger, and outcome, you can tailor your offerings to better meet your customers’ needs.
  2. News Website (Media):
    Consider a news website where customers have the job of obtaining reliable and timely information on current events.

    The trigger might be a major news event or simply the desire to stay informed.

    The desired outcome for your readers is to stay knowledgeable and updated on important news topics.
  3. Project Management Tool (Software as a Service):
    Suppose you’re developing a project management tool for remote teams.Your customers have the job of efficient team collaboration and project coordination, regardless of their physical location.

    The trigger could be a team’s decision to transition to remote work or a search for a more streamlined project management solution.

    The desired outcome is improved team productivity, streamlined communication, and successful project completion.

Applying the Framework to Your Optimization Efforts

Now, how can you apply the Jobs to be Done Framework to your own optimization efforts? Start by recognizing the various jobs your customers have and the triggers that prompt them to take action. Dive deeper into understanding their motivations, emotions, and contextual factors. This knowledge empowers you to experiment and fine-tune your strategies to provide the best solutions for your customers.

Unlocking AI-Assisted Insights

Incorporating AI tools like ChatGPT can further enhance your understanding of the Jobs to be Done Framework. By leveraging AI, you can brainstorm and uncover potential jobs, triggers, and outcomes for your specific subject. Let’s walk through the process of generating the Jobs to be Done framework using AI:

Step 1: Define your Subject

Choose the specific subject or industry you want to explore. It could be anything from e-commerce to fitness to education. This will provide the context for the AI-generated insights.

Step 2: Set the Structure

Create a table with three columns: Job, Trigger, and Outcome. This will serve as the framework to organize the generated information and insights.

Step 3: Engage with ChatGPT

Initiate a conversation with ChatGPT and use the following prompt:

Subject: [Specify your chosen subject]

Job | Trigger | Outcome

This will prompt the AI model to generate examples related to your chosen subject.

Putting AI to Work: Generating a Travel Framework

Let’s put this into action with a practical example. Suppose we want to generate the Jobs to be Done framework for the subject of “travel.”

Opening ChatGPT and inputting the prompt:

Use the Jobs to be Done Framework. Create a table.

Subject: Travel 

Job | Trigger | Outcome

Here are some examples that ChatGPT came up with for the travel industry:

  1. Job: Plan a memorable family vacation
    Trigger: School holidays, desire for quality time
    Outcome: Creating cherished memories and strengthening family bonds.
  2. Job: Experience different cultures
    Trigger: Wanderlust, desire for exploration
    Outcome: Broadening perspectives and gaining a deeper understanding of the world.
  3. Job: Find budget-friendly travel options
    Trigger: Limited financial resources, desire for affordability
    Outcome: Enjoying travel experiences within a tight budget.

By leveraging AI, you can see how it assists in generating potential jobs, triggers, and outcomes for your chosen subject. These examples can serve as a starting point to understand your customers’ motivations and needs better.

Jobs to be Done framework with ChatGPT

The Human Touch: Refining and Validating the Framework

However, it’s important to note that the generated information from AI should be reviewed, refined, and validated based on your specific context and target audience. AI is a powerful tool, but human expertise and understanding are essential to ensure the accuracy and relevance of the generated framework.

Summing Up the Power of the Jobs to be Done Framework

To summarize, the Jobs to be Done Framework allows you to uncover the fundamental drivers of customer behavior. By focusing on the job, trigger, and outcome, you can align your optimization efforts with your customers’ needs and deliver exceptional experiences.

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