Revisiting JTBD Framework
In a group coaching session this week, I was reminded that not everyone knows about the JTBD framework—and even those who do often struggle to apply it in interview practice. In this article, I grab the key insights from a First Round Article aimed at Startup Founders and share key insights you can use to improve your product sense practice.
History
The JTBD framework was popularized by Clayton Christensen (The Innovator’s Solution, 2003) and originated with Tony Ulwick’s outcome-driven methodology.
Why It Matters
Meta PMs live and breathe this approach to product management. Nearly 5 years ago, I started sharing a First Round Article from a Facebook PM who worked to launch new products and explains how and why the use it.
Wisdom from the Article
People don't simply buy products or services, they 'hire' them to make progress in specific circumstances.
What This Means
Jobs are not the same as your mission, vision or goals.
Jobs describe the underlying human needs, not the features of the product.
Jobs illuminate consumer insights on underlying motivations and struggles, not business objectives.
Importantly, a job should highlight a promising specific market opportunity about an unmet need — balancing between too broad or too niche.
A clear JTBD statement should help you communicate with absolute clarity what a specific group of people want in a specific circumstance — and their barriers to getting it.
Facebook’s JTBD Statement Template
This was commonly used amongst Facebook and Instagram product teams back in the day:
When I…… (context)
But…… (barrier)
Help me…. (goal)
So I….. (outcome)
You will notice it feels like the good old user story ... As a _____, I want _____ so that I can _____.
The three big differences are:
When I vs As a | Meta version is less likely to give someone a formal job title. It is more situational and crosses demographics, etc.
But .... Defines the obstacle.
Help me ... describes the desire as an ask for help rather than a listed want
To gather the info for this statement PMs should:
Understand the underlying motivation and context: What do users hope to do? Emotionally and functionally? Where were they and what is going on around them situationally?
Understand barriers and struggles: What prevents them from getting this done?
Understand what they are currently “hiring” and “firing”: What are they currently doing, or hacking together to get the job done? What do they not use because it doesn’t get the job done?
Some example JTBD Statements from the First Round Article:
Discord JTBD: When I want to jump into my favorite game, but I don’t know if there are people around to play, help me safely coordinate with a group of like-minded gamers, so I can easily find a way to enjoy my favorite multiplayer game.
This suggests features like making it easy to find people through public or private servers and switching easily from text to voice chat as you organize and jump into a game.
Peloton JTBD: When I need an option to workout, but I can’t go to my favorite studio, help me to get a convenient and inspiring indoor workout, so I can feel my best for myself and my family.
This suggests features like an instructor-led experience, light social motivation through leaderboards and high fives and, most importantly, a physical bike are important core parts of the value.
Let's put it into practice now. Here are some attempts by me to practice this context > barrier > goal > outcome exercise.
Imagine a Prompt about improving maps for Google Maps team.
When I drive from Kirkwood to Mountain View a 3 hour and 17 minute commute 4 times a month (context) but there are slow trucks in front of my on a one lane road extending my trip time (barrier), I want help knowing when I can pass them (goal) so that I can calm down and be less anxious about how long I have to wait to pass them and keep my trip on schedule (outcome).
This suggests a product that can give me signals and indicators road features like information on dotted line passing and and full passing lanes coming up.
When I am busy and my car gas tank is low, (context) and I am headed to an area that might not have a lot of open gas stations for 50+ miles (barrier), I want help knowing when and where I have to stop and get gas (goal) so that I am not stranded on a backwoods road without signal (outcome).
This suggests a product that can give me signals about both low gas and gas station locations on my route. This includes gas tank tracking, gas station locations and a future where value options might be available.
When I am on a tight budget and commute daily and need to get gas once a week (context) but don't have a lot of money (barrier) I want help finding the lowest gas price on my route before I leave my home (goal) so that I can get the best gas without worrying I paid more than I needed to. (outcome).
Switching it up for a minute.
When I need to find a mental healthcare specialist (context) but they need to be skilled or certified in a specialty and take my insurance (barrier) I want help locating available therapists near me (goal) so that I can improve my mental health without stressing about the costs (outcome).
This suggests a product that can help me find a business, close to me that takes my insurance. It will need to have mapping, certification and insurance information in easy to digest formats.
We can use this information to practice getting to more specific user groups. It helps us:
think about context of the user
weave in complexities as we think of barriers to success
come up with user focused goals
helps us anchor on the outcomes users are truly seeking
