In today's fast-paced world, technology is driving innovation and shaping the way we live. As strategy consultants at WYLDE International, we've seen firsthand how software and technology companies are leveraging the jobs-to-be-done framework to develop purposeful products, transform business and drive growth.
The jobs-to-be-done framework is an approach used in developing products and services. The approach is based on understanding the consumer’s specific goal, or need and the process that would lead them from a prospect to a convert . It's a powerful tool for research and development teams, as it allows them to pay keen attention to the consumer as the fundamental unit of analysis. One of the key benefits of the jobs-to-be-done approach is that it enables companies to identify new growth markets by designing products and positioning their brand on a job for which no optimal product currently exists. This is precisely what Uber and Airbnb did.
Airbnb and Uber are two of the most successful and widely used platforms in the sharing economy. Both have managed to disrupt long-standing industries by offering cheaper, more convenient, and more personalised alternatives. But what is the secret to their success? It's not simply a matter of being disruptive, as many companies claim to be. Instead, it's about understanding the theory of Jobs to Be Done.
Uber was able to disrupt the taxi industry by focusing on the job of "moving from point A to point B," rather than simply providing a means of transportation. By understanding the constraints of traditional taxi services, such as long wait times and difficulty in finding a ride, Uber was able to create a purposeful product that revolutionised the way people move around cities.
Similarly, Airbnb focused on the job of "experiences for travelers" rather than simply providing a place to stay. Before launching, they meticulously identified and storyboarded 45 different emotional moments for hosts and guests, creating a mini-documentary of the jobs people were hiring Airbnb to do. They focused on the experience of staying in an Airbnb, from the initial greeting to how hosts would solve any issues or problems that arise during the stay. The experience had to match customers' vision of what they hired Airbnb to do.
As a software or technology company, it's essential to adopt the jobs-to-be-done framework to drive innovation and create purposeful products that solve real problems for your customers. By focusing on the job that your product is designed to do, you can better understand your customers' pain points, needs, constraints, and motivations, which will enable you to create a better user experience and drive growth.
Once you have a solid understanding of the jobs that your customers are trying to accomplish, you can then start to design products and position your brand around those jobs. This will enable you to create purposeful products that solve real problems for your customers, which will ultimately drive growth for your business.
It's an exciting time to be in the software and technology industry, and we are confident that by adopting the jobs-to-be-done approach, you can create purposeful products that make a real difference in the world.