Jobs To Be Done

Beyond Features: Understanding What Users Really Want

Every day, companies launch new products that nobody wants. They pack them with features, polish the interface, and still watch them fail. Why? Because they're solving the wrong problem.

At Taroko, we've learned that successful products don't come from guessing what users want - they come from deeply understanding what users are trying to accomplish. This is where Jobs To Be Done (JTBD) comes in.

What is Jobs To Be Done?

JTBD is a framework that shifts focus from the product to the progress users want to make in their lives. Instead of asking "What features should we build?" we ask "What is the user trying to accomplish?"

Think about it this way: Nobody wants a drill - they want a hole in the wall. And they don't even want the hole - they want to hang a picture to make their room feel more like home. This simple shift in thinking transforms how we approach product development.

The Core Elements of JTBD

The context surrounding a user's needs forms the foundation of understanding their true goals. Every user action happens within a specific situation, driven by various forces. Some forces push users toward change - frustration with current solutions, new opportunities, or changing circumstances. Others hold them back - fear of disruption, comfort with the familiar, or resource constraints. Understanding this context helps us build solutions that overcome barriers while amplifying motivators.

Beyond the immediate situation, we must grasp the real job users are trying to accomplish. This means looking past surface-level actions to understand the progress they're seeking. A user downloading a project management tool isn't just trying to track tasks - they're trying to deliver successful projects, maintain team confidence, and advance their career. These deeper motivations shape how users evaluate and use solutions.

The most valuable insights often come from understanding struggling moments - the points where users get stuck or frustrated. These struggles reveal opportunities for innovation. When users cobble together multiple tools, create manual workarounds, or simply give up in frustration, they're showing us where current solutions fall short. These pain points guide us toward meaningful improvements.

Our Practical Approach to JTBD

At Taroko, we've developed a comprehensive approach to applying JTBD principles. We begin by immersing ourselves in the user's world to discover their real job. This means going beyond surface-level feature requests to understand the underlying motivations and desired outcomes. Through careful observation and thoughtful questioning, we uncover what truly drives user behavior.

Once we understand the core job, we map out every step users take in their journey. This isn't just about documenting actions - it's about understanding the flow of work, the context of each step, and the interconnections between different parts of the process. This detailed mapping helps us identify opportunities for streamlining and improvement.

Pain points emerge naturally from this mapping process. We pay special attention to moments of friction - where users waste time, face uncertainty, or experience frustration. These pain points often indicate where current solutions fall short and where innovation can make the biggest impact.

With a clear understanding of the job and its pain points, we focus on designing solutions that truly move users forward. This means creating tools that not only solve immediate problems but also help users make meaningful progress toward their larger goals. We validate our solutions by measuring how well they help users complete their core job.

Beyond Common Pitfalls

Many teams fall into the trap of feature obsession - adding capabilities without considering whether they serve the user's core job. We've learned to resist this temptation, focusing instead on understanding the fundamental progress users want to make. This means spending more time observing and listening than building.

Another common mistake is relying on assumptions about user needs rather than direct observation. We've found that users often surprise us with how they actually work, what they truly value, and what solutions they create for themselves. These insights only come from careful observation and genuine curiosity about user behavior.

Context plays a crucial role in user success, yet it's often overlooked. A solution that works perfectly in one situation might fail completely in another. We pay careful attention to the environment, constraints, and circumstances that shape how users work. This contextual understanding helps us build more adaptable and effective solutions.

Making JTBD Work in Practice

Successful implementation of JTBD starts with careful observation. We spend time watching users in their natural environment, noting not just what they do but why they do it. This reveals valuable insights about workarounds, adaptations, and unspoken needs that might never surface in traditional user interviews.

These observations inform better conversations with users. Instead of asking about features or preferences, we explore their motivations, struggles, and desired outcomes. This deeper understanding helps us identify opportunities for meaningful innovation.

By thoroughly mapping user processes, we can identify unnecessary complications and opportunities for simplification. This detailed understanding ensures our solutions truly fit into users' workflows rather than forcing users to adapt to our tools.

The Real Impact

When properly applied, JTBD transforms product development. Teams waste less time on unwanted features. Users adopt solutions more readily because they actually solve real problems. Satisfaction increases because products align with true user needs. Marketing becomes more effective because we understand what really motivates users. Most importantly, we build products that people actually want to use.

Build With Us

Understanding JTBD is just the beginning. The real value comes from consistently applying these principles to your product development process. At Taroko, we're committed to helping teams build products that truly matter to users.

Ready to build something users actually want? Let's explore how we can help you understand your users' real needs and create solutions that make a difference.

‍