ux-jtbd

asgard-ai-platform ｜ 規劃與釐清 ｜ 原文 ｜ MIT

用 JTBD 從功能、情感、社會三面向看懂顧客為什麼雇用產品

---
name: "ux-jtbd"
description: "運用 Jobs to Be Done（JTBD）框架，透過功能性、情感性和社會性的任務，來理解顧客的動機。當使用者需要了解顧客為什麼「雇用」或「解雇」某個產品、發掘未被滿足的需求、撰寫 job story，或以顧客成果重新框架產品策略時使用這個 skill，就算他們說的是「顧客為什麼買這個」、「這個滿足了什麼需求」或「顧客沒有照我們預期的方式使用產品」也一樣。"
metadata:
  category: "WP-21 設計/資訊/傳播/公衛"
  tags: ["product", "jtbd", "jobs-to-be-done", "customer-insight"]
---

# Jobs to Be Done（JTBD）

## 概述

JTBD 把產品策略重新圍繞在顧客想完成的「任務」（job）上。人們不是在買產品，而是在特定情境下「雇用」產品來取得進展。理解這個任務，就能看出真正的競爭對手（通常不是你以為的那些）和未被滿足的需求。

## 框架

```
IRON LAW: The Job Is About the Customer's Progress, Not Your Product
（鐵律：任務關乎顧客的進展，不是你的產品）

「幫我管理我的任務」是一個 job。「使用我們的任務管理 app」不是。
這個 job 獨立於任何解法而存在。你的產品只是完成這個 job 的「其中一種」方式，
顧客可以「雇用」試算表、筆記本或白板來做同一份 job。

要從「顧客」的角度定義 job，絕對不要從產品的角度。
```

### 一個任務的三個面向

| 面向 | 意思 | 例子（早晨咖啡） |
|-----------|-------------|------------------------|
| **功能性** | 要完成的實際任務 | 「攝取咖啡因，讓自己上班時保持清醒」 |
| **情感性** | 他們想要的感受 | 「覺得自己是在犒賞自己，不只是勉強撐過去」 |
| **社會性** | 他們想被怎麼看待 | 「讓同事看到我有品味（精品咖啡）」 |

### Job Story 格式

用 job story 取代 user story：

```
When [situation/trigger],
I want to [motivation/job],
so I can [expected outcome].
```

範例：「When I'm rushing to work and haven't had breakfast, I want a quick energy boost that doesn't feel unhealthy, so I can start my morning focused and not guilty about my diet.」

### 分析步驟

1. **找出情境/觸發點**：什麼狀況產生了這個需求？
2. **發掘任務**：顧客想取得什麼進展？
3. **對應三個面向**：功能性 + 情感性 + 社會性
4. **找出目前的「雇用」對象**：他們現在用什麼來完成這個任務？
5. **找出進展的力量**：推力（對現況不滿）+ 拉力（新方案的吸引力）vs 焦慮（對新方案的恐懼）+ 習慣（現況的舒適）
6. **發掘未被滿足的需求**：現有解法在哪裡不足？

### 進展的力量（轉換）

```
PUSH (away from current) + PULL (toward new) > ANXIETY (about new) + HABIT (of current)
= Customer switches
```

理解這四股力量，就能解釋顧客為什麼會轉換（或不轉換）。

## 輸出格式

```markdown
# JTBD Analysis: {Product/Category}

## The Job
When [situation], I want to [job], so I can [outcome].

## Three Dimensions
- Functional: {practical need}
- Emotional: {desired feeling}
- Social: {desired perception}

## Current Hires (Competition)
| Solution | What Job It Does | Where It Falls Short |
|----------|-----------------|---------------------|
| {product/workaround} | {what need it serves} | {unmet need} |

## Forces of Progress
- Push: {what's driving them away from current solutions}
- Pull: {what attracts them to new solutions}
- Anxiety: {what holds them back from switching}
- Habit: {what keeps them using current solutions}

## Unmet Needs & Opportunities
1. {unmet need} → {opportunity}
```

## 範例

### 正確的應用
**情境：** Airbnb 的 JTBD

**任務**：「When I'm planning a trip and want a local experience, I want to stay in a real neighborhood, so I can feel like I belong there rather than being a tourist.」

**真正的競爭對手**：不只是飯店，還包括青年旅館、借住朋友家，甚至是「不去旅行」（因為飯店感覺太「觀光客」，不值得）。Airbnb 在這個任務上真正的競爭對手，包括任何能提供「在地歸屬感體驗」的東西 ✓

### 錯誤的應用
- 「任務是使用我們的 app」 → 以產品為中心，不是以顧客為中心。違反鐵律。

## 常見陷阱

- **任務是穩定的，解法會變**：「快速從 A 到 B」幾百年來都是同一個 job。解法從馬變成汽車再變成共乘。要為 job 設計，不是為目前的解法設計。
- **一個產品可以服務多個任務**：咖啡被雇用來「提神」（早上）、「社交聯繫」（咖啡廳開會）和「有效率的休息」（下午低潮）。不同情境、不同任務、不同競爭對手。
- **不要把需求和解法搞混**：「我需要一匹更快的馬」是解法。「我需要更快到那裡」是需求。要往下挖。
- **情感性和社會性任務常常比功能性更重要**：人們買精品咖啡，不只是為了咖啡因（功能性），也為了自我犒賞（情感性）和地位（社會性）。

## 參考資料

- 轉換訪談方法論，見 `references/switch-interviews.md`

---
name: "ux-jtbd"
description: "Apply Jobs to Be Done (JTBD) framework to understand customer motivation through functional, emotional, and social jobs. Use this skill when the user needs to understand why customers hire or fire a product, discover unmet needs, write job stories, or reframe product strategy around customer outcomes — even if they say 'why do customers buy this', 'what need does this serve', or 'customers aren't using our product as intended'."
metadata:
  category: "WP-21 設計/資訊/傳播/公衛"
  tags: ["product", "jtbd", "jobs-to-be-done", "customer-insight"]
---

# Jobs to Be Done (JTBD)

## Overview

JTBD reframes product strategy around the "job" customers are trying to accomplish. People don't buy products — they "hire" them to make progress in a specific situation. Understanding the job reveals the real competition (which is often not who you think) and unmet needs.

## Framework

```
IRON LAW: The Job Is About the Customer's Progress, Not Your Product

"Help me manage my tasks" is a job. "Use our task management app" is not.
The job exists independently of any solution. Your product is ONE way
to fulfill the job — customers can "hire" a spreadsheet, a notebook,
or a whiteboard for the same job.

Define jobs from the CUSTOMER's perspective, never from the product's.
```

### Three Dimensions of a Job

| Dimension | What It Means | Example (morning coffee) |
|-----------|-------------|------------------------|
| **Functional** | The practical task to accomplish | "Get caffeine to be alert for work" |
| **Emotional** | How they want to feel | "Feel like I'm treating myself, not just surviving" |
| **Social** | How they want to be perceived | "Show colleagues I have good taste (specialty coffee)" |

### Job Story Format

Replace user stories with job stories:

```
When [situation/trigger],
I want to [motivation/job],
so I can [expected outcome].
```

Example: "When I'm rushing to work and haven't had breakfast, I want a quick energy boost that doesn't feel unhealthy, so I can start my morning focused and not guilty about my diet."

### Analysis Steps

1. **Identify the situation/trigger**: What circumstance creates the need?
2. **Uncover the job**: What progress is the customer trying to make?
3. **Map all three dimensions**: Functional + emotional + social
4. **Identify current "hires"**: What do they currently use to do this job?
5. **Find forces of progress**: Push (dissatisfaction with current) + Pull (attraction of new) vs Anxiety (fear of new) + Habit (comfort of current)
6. **Discover unmet needs**: Where do current solutions fall short?

### Forces of Progress (Switch)

```
PUSH (away from current) + PULL (toward new) > ANXIETY (about new) + HABIT (of current)
= Customer switches
```

Understanding these four forces explains why customers switch (or don't).

## Output Format

```markdown
# JTBD Analysis: {Product/Category}

## The Job
When [situation], I want to [job], so I can [outcome].

## Three Dimensions
- Functional: {practical need}
- Emotional: {desired feeling}
- Social: {desired perception}

## Current Hires (Competition)
| Solution | What Job It Does | Where It Falls Short |
|----------|-----------------|---------------------|
| {product/workaround} | {what need it serves} | {unmet need} |

## Forces of Progress
- Push: {what's driving them away from current solutions}
- Pull: {what attracts them to new solutions}
- Anxiety: {what holds them back from switching}
- Habit: {what keeps them using current solutions}

## Unmet Needs & Opportunities
1. {unmet need} → {opportunity}
```

## Examples

### Correct Application
**Scenario:** JTBD for Airbnb

**The Job**: "When I'm planning a trip and want a local experience, I want to stay in a real neighborhood, so I can feel like I belong there rather than being a tourist."

**Real competition**: Not just hotels — also hostels, staying with friends, and even NOT traveling (because hotels feel too "touristy" to be worth it). Airbnb's real competition for this job includes anything that provides "local belonging experience" ✓

### Incorrect Application
- "The job is to use our app" → Product-centric, not customer-centric. Violates Iron Law.

## Gotchas

- **Jobs are stable, solutions change**: "Get from A to B quickly" has been the same job for centuries. Solutions changed from horses to cars to ride-sharing. Design for the job, not the current solution.
- **One product can serve multiple jobs**: Coffee is hired for "wake up" (morning), "social bonding" (café meeting), and "productive break" (afternoon slump). Different situations, different jobs, different competitors.
- **Don't confuse needs with solutions**: "I need a faster horse" is a solution. "I need to get there faster" is a need. Dig deeper.
- **Emotional and social jobs are often more important than functional**: People buy premium coffee not just for caffeine (functional) but for self-care (emotional) and status (social).

## References

- For switch interview methodology, see `references/switch-interviews.md`