UX and Product Tip: “Jobs to be done” framework

I recently (by recently I mean about a month ago!) went to a local Meetup hosted by RealUX at Valtech UK in Manchester to see a presentation about the User Experience of Television at the BBC. If you don’t know what the BBC is then you may have to get out from under your rock and see http://www.bbc.co.uk/. They mentioned this framework and it really struck me as a way to make my life with clients and designing easier and I’d love to share it here.

First, the problem: you’re plugging away at a new design for a new interface or perhaps you’re thinking about designing some skills for Amazon’s Alexa for example. You shift through all the existing examples and start to pull all the different exciting ideas that you could have and at the end you have

So think of this:

What job is this feature supposed to do?

I don’t mean what do other solutions do that’s similar to what you think it should do. What should you really get out of this feature? If it’s job is to keep track of items you want to purchase before checking out then it doesn’t need to have a dancing moose on it, this component has been well designed already elsewhere.

Likewise just because social networking sites allow you to like, comment and share doesn’t necessarily mean you have to as well. It really depends on what you want to get out of these “engagement” options. If the idea is to generate discussion then do the world a favour and get rid of that “like” button. That’s not fulfilling the job it’s supposed to do.
That, mis amigos, is the “jobs to do” framework. Go forth and use it to make your things do stuff well!

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