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.
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.
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.
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.
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.
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:
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.
Create a table with three columns: Job, Trigger, and Outcome. This will serve as the framework to organize the generated information and insights.
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.
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.
Job | Trigger | Outcome
Here are some examples that ChatGPT came up with for the travel industry:
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.
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.
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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