We start by grouping needs into Functional and Emotional. To keep things simple, we’ll only discuss the main (and most crucial) job to be done in our examples. Related jobs: the smaller, more specific tasks a customer must carry out to accomplish the core job(s).Main jobs: the core jobs a customer is trying to execute by using your product.If you’ve read other articles on the JTBD framework, you’ll have seen this stage split into two parts. Now that we’ve defined customer needs, it’s time to categorize them. Match a tune with a context/activity (discover the right playlist).Find music that fits their current vibe.With all that in mind, let’s get back to the question: What motivates Spotify’s target customers to use the product? We ran a discovery session ( BRIDGeS is our go-to framework) to investigate further, and found that they want to: As of May 2023, Spotify has over 515 million active users (210 million premium subscribers) and over 11 million artists and creators. It disrupted the music industry and ensured Spotify’s market fit. So when Spotify introduced the concept of renting music that same year, it was a real game-changer. Nowadays people don’t want to buy music, but back in 2008, that was the norm (as were illegal downloads, of course). But before we jump in, let’s review some stats. We’ll explore this point using Spotify as our first example. The main question this phase should answer is: What motivates customers to use our product? But we’d recommend starting with a product discovery session. There are a few different discovery techniques you can use for this task, such as customer interviews, surveys, and so on. This first step is all about pinpointing customer needs. 4 Wrapping Up JTBD Framework Examples: Spotify, Uber, Duolingo Step 1: Job Identification

Jobs to be done framework example