What is JTBD: Reverse Job to Be Done framework

Innovating new products is no small feat. It requires a deep understanding of customer needs and pain points, as well as the ability to foresee market opportunities. One effective methodology to achieve this is through the reverse Jobs to Be Done (JTBD) framework. This approach focuses on deconstructing the customer's journey to understand their motivations and desired outcomes, enabling the creation of innovative solutions tailored to real-world needs. In this article, we will explore how to utilize the reverse JTBD framework for brainstorming new product ideas, using the ride-sharing industry as an example.

What is the Reverse JTBD Framework?

The JTBD framework, pioneered by Clayton Christensen, is a powerful tool for understanding customer needs. Traditionally, it involves identifying what jobs customers need to accomplish and designing products to help them do so. The reverse JTBD framework, however, starts with existing products and customer behaviors to backtrack into understanding the underlying jobs and motivations. This approach helps to uncover unmet needs and potential areas for innovation.

To read:

The Innovator's Dilemma by Clayton M. Christensen (First introduced concept)

Amazon: Jobs to be Done: Theory to Practice by Anthony W. Ulwick

Jobs to Be Done: A Roadmap for Customer-Centered Innovation by Stephen Wunker

Steps to Implement the Reverse JTBD Framework

1. Identify your target customer and their needs

Purpose: To identify customer needs and pain points in a given industry and brainstorm innovative solutions.

Objectives:

• Understand the context and outcomes of current product usage.

• Identify pain points and unmet needs.

• Generate new product ideas to address these needs.

• Identify Existing Solutions and Their Usage

Begin by listing current solutions in the market and the types of users who utilize these solutions. For the ride-sharing industry, this might include companies like Uber, Lyft, and Grab, and personas such as busy professionals, tourists, students, and elderly individuals.

1. Conduct Retrospective Interviews

Engage with customers who have recently used these services. Gather stories that highlight their experiences, focusing on what motivated them to use the service and any pain points they encountered. Key insights might include concerns about safety, convenience, app usability, and cost.

2. Analyze the Data

Identify common themes and patterns in the data collected from customer stories. Categorize these into job steps, desired outcomes, emotional dimensions, and social dimensions. For ride-sharing, job steps might include deciding to use a ride-sharing service, opening the app, and requesting a ride. Desired outcomes could involve quick and accurate ride availability, safety, and affordability.

3. Map Out the Jobs to Be Done

Construct a job map that outlines the chronological steps customers take when using a service. Identify specific pain points within these steps. For example, in the ride-sharing industry, a pain point might be the difficulty in finding available drivers during peak hours.

4. Brainstorming Session

Generate ideas to address identified pain points and unmet needs. Use “How Might We” questions to stimulate creativity. For instance, “How might we ensure the availability of drivers during peak hours?” or “How might we enhance the safety of rides?”

5. JTBD Design

Translate the brainstormed ideas into structured job statements using the formula:

When (situation)

I want to (motivation)

So I can (expected outcome)

Example:

Main Job: When I need to travel (situation), I want to book a reliable ride (motivation) so I can arrive safely and on time (expected outcome).

Sub-Jobs:

When I need a ride quickly (situation), I want to find available drivers nearby (motivation) so I can minimize waiting time (expected outcome).

When I am concerned about safety (situation), I want to see driver ratings and reviews (motivation) so I can feel secure during my ride (expected outcome).

Evaluation and Implementation

Develop a market validation plan to test the new ideas. Conduct pilot programs and gather feedback through surveys and focus groups. Use this data to refine and improve the product. Plan a go-to-market strategy that highlights the new features and benefits. Monitor key metrics like user engagement and satisfaction to ensure the product meets customer needs.

Why Use the Reverse JTBD Framework?

The reverse JTBD framework is customer-centric, focusing on real customer needs and pain points. It provides a structured yet flexible approach to brainstorming, allowing for creative solutions grounded in actual user experiences. Simplyfing process of creating JBTD

To read:

Jobs to Be Done: A Roadmap for Customer-Centered Innovation

Innovating new products requires a deep understanding of customer needs and pain points. The reverse JTBD framework provides a structured approach to uncover these insights and brainstorm creative solutions. By starting with existing products and behaviors and working backward to understand the underlying jobs, companies can identify unmet needs and develop innovative products that truly resonate with customers.

Dive into the reverse JTBD framework and start transforming your ideas into reality. Your customers are waiting for the next big thing – make sure you're the one to deliver it.