Prioritize JTBD Opportunities
Valuable insights are often lost in un-mined research. How can we validate our jobs to be done and visualize opportunities in our product market?
JTBD is a powerful frame of reference that can be applied to product design, among other things. For a more detailed overview of JTBD, take a look at “An Introduction to Jobs-to-be-Done (JTBD) in Digital Product Design.”
How can we prioritize JTBD opportunities?
As designers, we usually have a list of features we want to include in a product but if our priorities do not align with what our users feel is important, it’s unlikely they’ll even use it.
So how can we prioritize features so that our product adds value to a consumer?
The first step is by talking to our users directly. Surveys can help teams understand what things are important to their users and their level of satisfaction with the current solutions.
What kinds of surveys can help you find this data? You may consider using a Likert scale. This particular survey tool is used to understand the level of agreement users have with a particular statement. Agreement, frequency, likelihood, quality, or importance are some of the answer options that can be measured. A likert scale is especially helpful when assessing how satisfied users are with current solutions and products.
Once we have tangible survey results, we can analyze the data. As mentioned, our survey results paint a picture of what is important to a user and their current satisfaction. By comparing those two data points, you’ll be able to understand three different groups of people:
- Under-served individuals likely feel: this particular job is important to me but I’m not satisfied with the current tools in the market.
- Over-served individuals are generally satisfied with the availability of tools in the market. They know they have a lot of options.
- Those who are served right show that their satisfaction is relatively proportional to the level of importance they give this job.
How can I apply this to product design?
- One of the biggest challenges is weighing features. Instead of relying on our gut, surveys allow us to use tangible data that can validate our initial assumptions
- When considering an MVP, focusing on an underserved population has a lot of potential because we position ourselves as problem solvers.
- Over-served areas can also be fruitful. We may be able to disrupt the market by focusing on specific needs that are not being met in the market at large. Perhaps making an existing tool more affordable or more accessible is worth considering.
- If our survey results assess that individuals are served right, it may be time to move on. Since individuals are happy with the current market, we may find some success exploring related markets instead.
This is article 6 of 6 in the series “Applying Jobs-to-be-Done to Digital Product Design.”
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