Product Management | 1 min read

Jobs-to-be-Done: from doubter to believer

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Two years ago, I’d never heard of the Jobs-to-be-Done framework. Was it truly a better way to design products and innovate?

Two years later, I’m a firm believer. Intercom now conducts research, designs products, and even organises teams based on the Jobs-to-be-Done framework.

At the recent Front conference in Utah, I told the story of how we harness JTBD to research and design products at Intercom. The talk describes the origins of the Jobs-to-be-Done (JTBD) approach, what it is, how it can be used to design products, and present case studies to illustrate how JTBD has been applied at Intercom to both iterate and innovate. Finally, I talk about the insights we’ve had at Intercom about how to conduct effective JTBD interviews for digital products.

You can watch the video below, or if you want to see the slides in more detail you can download them here.

Jobs-to-be-Done: from Doubter to Believer by Sian Townsend at Front 2016 in Salt Lake City, Utah from Front on Vimeo.


Our fourth book, Intercom on Jobs-to-be-Done, is a collection of our best thoughts and ideas on the topic. The goal: help you understand what needs customers meet with your product, and how to ultimately improve upon that experience.