Jobs to be Done

Jobs to be Done vs. Personas: Is One Framework Better?

It seems as though the more recently developed Jobs to be Done (JTBD) framework is giving the traditional practice of creating personas a run for its money. However, a careful analysis of both the persona and JTBD theory indicate that the methods are not entirely interchangeable – and that each framework can and should be used to meet certain product management needs.

Personas focus on people profiles


In layman terms, user personas are a technique used to model target customers, formalized as realistic, yet still fictional, characters. Creating user personas in UX therefore involves a certain degree of research. You need to get to know your target audience to be able to create goal-directed archetypes that focus on customer needs, behavioral attributes, context and demographics to successfully serve your product management needs. There are several types of user personas for UX, including complex, lean (proto-personas), empathy, goal-oriented/design and marketing/demographic personas. For more information on how to create lean personas for UX, check out this blog post

JTBD focuses on tasks hired to do & opportunities seized


Jobs to be Done answer the question of what customers are “hiring” the products you manage to do, or what the desired outcome customers look for might be. JTBD theory claims that personas focus too narrowly on who the person is, instead of concentrating on how the product can be used to solve broader problems. JTBD is used to define your product’s scope and what marketing tactics should be used to position it for sales success. It does not present a solution, but rather describes what high level processes must be accomplished by product managers.

Since JTBD theory posits that when a customer buys a product, that person is not actually buying the item, but is instead renting or hiring it to perform a certain job, useful JTBD examples would be the “hiring” of a bagless vacuum cleaner to obtain a mess-free cleanup experience, or the “hiring” of a personal floatation device to acquire a safe waterside adventure. If you need Agile user personas sample, download it here

A combined framework to rule them all?


One possible way of reaping the benefits of user personas AND JTBD is to integrate both techniques into a single, comprehensive framework. When combined correctly, personas provide product managers with information on who target audiences and their potential interests. The Jobs To Be Done framework then helps us create possible tasks and opportunities to fulfill the target audience’s needs and interests. Several Jobs To Be Done may a single persona reach its goal. And JTBD can be modified in countless ways to customize your product to suit specific personas. Together, user personas and JTBD create a clear image of a developing product’s audience, needs, goals and requirements. Product managers should confidently innovate in the way that best achieves team, product and sales goals.

At Craft, we believe that product management is a journey. It is our goal to make that journey a seamless road for you and your team members, by providing a superior platform for product managers to work from, regardless of the product management framework/s you choose to work with.

Read more

Product Team Management that Ensures Perfect Product Execution

With all the talk about agile technologies and optimizing work processes, it’s easy to take for granted the critical role of a good product team in the agile development process. At the end of the day, these are the

Read more
product release secret

The Untold Secret to a Perfect Release

The perfect product release. The one where everything falls into place right on time, the team is hyped and driven (as opposed to relieved and exhausted), and even the marketing materials are ready when they should be. How does

Read more
5 product management conferences in 2018 | stock empty seats

6 Product Management Conferences in 2019 Which Are Worth a Visit

Half way through 2018, it’s not too late to catch up with the latest trends and developments in Agile product management, at some of the world’s spearheading conferences on product management and growth. Mind the Product SF San Francisco,

Read more

Sliding Sidebar