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Jobs to be Done Canvas

Jobs to be Done 画布

A Jobs to be Done (JTBD) canvas captures the complete picture of why customers "hire" products to make progress in their lives. Based on Clayton Christensen's framework, JTBD goes beyond features and demographics to understand the underlying motivations.functional, emotional, and social.that drive customer behavior.

Jobs to be Done（JTBD）画布完整呈现了客户为何“雇用”产品来推进生活进程的全貌。基于Clayton Christensen的框架，JTBD超越了功能特性和人口统计数据，旨在理解驱动客户行为的深层动机——功能性、情感性和社会性动机。

When to Use

使用场景

When deeply researching customer motivations before building
To reframe product positioning around customer progress
When existing personas feel too surface-level or demographic
During competitive analysis to identify why customers switch
When designing marketing messages that resonate
To align team on who the customer really is and what they need

在产品开发前深度调研客户动机时
围绕客户的生活进程重新定位产品时
当现有用户画像过于表面或仅基于人口统计数据时
竞品分析中，用于明确客户转换原因时
设计具有共鸣的营销信息时
统一团队对真实客户及其需求的认知时

Instructions

操作步骤

When asked to create a JTBD canvas, follow these steps:

Identify the Job Performer Define who is doing this job. Go beyond demographics to capture the circumstance they're in. The same person can have different jobs in different situations.
Articulate the Circumstance Describe when and where this job arises. Jobs are triggered by specific situations. Understanding context helps predict when customers will seek a solution.
Write the Job Statement Use the format: "When [situation], I want to [motivation], so I can [desired outcome]." The job statement captures the core progress the customer seeks.
Define the Functional Job What is the practical task the customer needs to accomplish? This is the tangible, measurable part of the job. Be specific about what "done" looks like.
Capture the Emotional Job How does the customer want to feel during and after the job? Emotional jobs often drive decisions more than functional ones. Include both desired feelings and feelings to avoid.
Identify the Social Job How does the customer want to be perceived by others? Social jobs relate to status, identity, and relationships. Not all jobs have strong social dimensions.
Map Competing Solutions What are customers currently "hiring" to do this job? Include direct competitors, indirect alternatives, and non-consumption (doing nothing). Understanding current solutions reveals what to compete against.
Define Hiring Criteria What makes customers choose one solution over another? What are the "must haves" vs. "nice to haves"? This informs positioning and prioritization.

当需要创建JTBD画布时，请遵循以下步骤：

确定任务执行者 定义执行该任务的对象。超越人口统计数据，捕捉他们所处的具体情境。同一个人在不同情境下可能有不同的任务需求。
描述触发情境 说明任务产生的时间和场景。任务由特定情境触发，理解背景有助于预测客户何时会寻求解决方案。
撰写任务陈述 使用格式：“当[情境]时，我想要[动机]，这样我就能[期望结果]。”任务陈述需捕捉客户寻求的核心生活推进目标。
定义功能性任务 客户需要完成的实际任务是什么？这是任务中具体、可衡量的部分。明确说明“完成”的标准是什么。
捕捉情感性任务 客户在执行任务期间及完成后希望拥有怎样的感受？情感性任务往往比功能性任务更能驱动决策。包括期望拥有的感受和想要避免的感受。
识别社会性任务 客户希望他人如何看待自己？社会性任务与地位、身份和人际关系相关。并非所有任务都具有强烈的社会性维度。
梳理竞争解决方案 客户当前“雇用”哪些方案来完成该任务？包括直接竞品、间接替代方案以及“不采取任何行动”的情况。了解当前解决方案有助于明确竞争对象。
定义雇用决策标准 是什么让客户选择某一方案而非其他？哪些是“必备项”，哪些是“加分项”？这将为产品定位和优先级排序提供依据。

Output Format

输出格式

Use the template in

references/TEMPLATE.md

to structure the output.

使用

references/TEMPLATE.md

中的模板来构建输出内容。

Quality Checklist

质量检查清单

Before finalizing, verify:

Job statement follows "When... I want... so I can..." format
Circumstance is specific (not just "anytime")
Functional job describes tangible outcome
Emotional job includes how customer wants to feel
Competing solutions include non-obvious alternatives
Insights are based on research, not assumptions

最终定稿前，请验证以下内容：

任务陈述遵循“当...我想要...这样我就能...”的格式
触发情境具体明确（而非泛泛的“任何时候”）
功能性任务描述了具体可感知的结果
情感性任务包含客户期望的感受
竞争解决方案涵盖了非明显的替代方案
洞察基于调研而非假设

See

references/EXAMPLE.md

for a completed example.

请查看

references/EXAMPLE.md

中的完整示例。

define-jtbd-canvas