Instructions
Jobs to be done is a lens for understanding what users are really trying to accomplish when they use your product — beyond the surface-level task. A user who books a flight isn't just trying to book a flight. They're trying to get to a city, or visit family, or attend a meeting. The product that understands the real job — and serves it better — wins.
This exercise asks you to map the jobs your product supports, at different levels of specificity. Functional jobs are the practical things users want to get done. Social and emotional jobs describe what users want to be seen as, or how they want to feel, when they accomplish the task. Both matter — often the emotional jobs are where real differentiation lives.
Most products solve the functional job adequately but miss the social o...
