Module 4.0

Summary

This UX design class session focuses on the 'Jobs to Be Done' (JTBD) framework, emphasizing the importance of understanding user goals and motivations. The concept is explained through the idea that users are trying to 'complete a job,' such as skateboarding, rather than just acquiring features like skateboard parts. The class stresses avoiding assumptions and crafting solutions based on real user needs, with a practical example of solving the problem of finding proper accommodations for backpackers. The session encourages designers to focus on outcomes, leading to more effective and user-centered product solutions.

Takeaways

• 😀 Jobs to be (JTBD) is a framework that focuses on what users want to achieve, not just the products they buy.
• 😀 The concept of JTBD is explained through the example of someone buying a skateboard, where the real goal is to ride it, not just to own the components.
• 😀 The structure of JTBD includes identifying the user's motivation, goal, and the job they want to complete.
• 😀 Understanding user needs through JTBD helps create solutions that align with what the user truly wants to achieve.
• 😀 The JTBD framework emphasizes focusing on the problem rather than the features of the solution itself.
• 😀 The speaker introduces the concept by using the example of a backpacker looking for a proper place to stay while traveling.
• 😀 An example job description is provided: 'A backpacker wants to stay in a proper place so they can sleep comfortably.'
• 😀 The importance of avoiding assumptions in JTBD is highlighted, with a caution against jumping to solutions too quickly.
• 😀 The speaker uses the example of email organization to demonstrate how understanding the real problem can lead to better solutions, rather than just adding features like labels or folders.
• 😀 The session encourages thinking beyond immediate solutions to explore broader, more effective ways of solving user problems.

Q & A

What is the main topic of the session discussed in the transcript?

The main topic is 'Jobs to be Done' (JTBD), a framework used to understand what users are trying to achieve when they use a product or service.

What does the speaker mean by 'Jobs to be Done' or 'JTBD'?

'Jobs to be Done' refers to understanding the specific tasks or goals a user wants to accomplish. It's about identifying the job the user needs done rather than focusing on specific features of a product.

How does the speaker explain the concept of 'Jobs to be Done'?

The speaker explains that 'Jobs to be Done' is about creating a product or service that helps users complete their tasks or achieve their goals. For example, someone buying a skateboard isn’t just interested in the individual components but wants to experience riding the skateboard.

What structure does the speaker suggest for approaching 'Jobs to be Done'?

The speaker suggests starting with understanding the user's motivation and the specific job they want to complete. The structure includes the user's goal, the motivation behind that goal, and how the product or solution can help achieve that goal.

Why does the speaker emphasize focusing on the user’s needs rather than product features?

The speaker emphasizes that focusing on the user's needs helps create a more effective solution. By understanding the actual problem the user faces, designers can avoid making assumptions about what features are necessary.

What example does the speaker give to illustrate the application of 'Jobs to be Done'?

The speaker gives the example of a backpacker looking for a proper place to stay while traveling in Indonesia. The 'job' the backpacker wants done is to find a comfortable and appropriate place to sleep.

What potential problem does the speaker highlight when focusing too much on assumed solutions?

The speaker warns that if designers focus too much on assumed solutions, like adding text labels or folders to an email, they might overlook better ways to solve the user's problem, such as making emails easier to organize or search.

What is the importance of not assuming solutions in the 'Jobs to be Done' process?

The importance lies in avoiding bias. Assumptions about what the user needs can limit creativity and prevent better solutions from being discovered.

What should be the focus when designing products or services based on 'Jobs to be Done'?

The focus should be on solving the user’s problem and helping them achieve their goal, not just on adding specific features or functionalities.

What does the speaker imply by saying 'the user is at the center' when applying 'Jobs to be Done'?

The speaker implies that the user’s needs and goals should be the central focus in the design process. By understanding the user’s job, designers can create solutions that are truly useful and effective.