How to use the jobs to be done (JTBD) framework to better understand your website visitors goals
Step 1: Understand the Jobs-to-be-Done Framework π
The Jobs-to-be-Done framework is a powerful tool that can be used in web design to better understand the underlying motivations and goals of website visitors, helping designers create user-centric experiences that effectively address the specific jobs users are trying to accomplish.
The framework recognizes that people don't just buy a product for its features, but rather to accomplish a specific job or task. For instance, when purchasing a camera, customers are not solely interested in the technical specifications or functionalities; instead, they are seeking a tool that enables them to capture precious memories and preserve them for years to come.
Step 2: Identify Your Audience's Jobs π―
When creating a website or designing a product, understanding your audience's needs and motivations is crucial. The Jobs-to-be-Done (JTBD) framework provides a useful approach for identifying the specific jobs your audience is trying to accomplish.
Conduct market research, engage with your audience, and study your competitors to identify the jobs your website's visitors are trying to accomplish. Surveys, interviews, and social listening can provide valuable insights into what your audience aspires to achieve.
Step 3: Craft a Job-to-be-Done Statement π¨
Create a Job-to-be-Done statement to succinctly define the ultimate goal your audience is trying to achieve. Make sure it reflects their desired outcomes and aspirations. This statement will guide the content creation process.
Example Job-to-be-Done Statement for e-commerce:
"When [situation/context], I want to [job to be done] so that I can [desired outcome]."
Example: When a customer is searching for products on our e-commerce website, they want to easily find the item they're looking for so that they can make a purchase quickly and efficiently.
Example Job-to-be-Done Statement for a nonprofit organization :
"When [situation/context], I want to [job to be done] so that I can [desired outcome]."
Example: When a potential donor is researching a non-profit organization online, they want to find trustworthy information about the organization's mission, impact, and financial transparency so that they can make an informed decision about whether to donate and support the cause.
Of course as an e-commerce company, or a nonprofit, we want people to purchase and donate. Using the JTBD framework, we can more meaningfully understand what our website visitors are trying to accomplish and facilitate completing these tasks.
Step 4: Create Content Aligned with the Jobs βοΈ
Develop content that helps your audience accomplish their identified jobs. Each piece of content should be focused on solving a particular problem or meeting a specific aspiration. Ensure the content aligns with their goals and provides actionable information or solutions.
Step 5: Overcome Barriers and Address Pain Points π§
Consider any potential barriers or pain points your audience may face while trying to achieve their goals. Address these concerns within your content to alleviate doubts or challenges they may have. By acknowledging and providing solutions to these barriers, you can enhance the effectiveness of your content.
Letβs go back to our example of the nonprofit organization.
When a potential donor is researching a non-profit organization online, they may encounter the following barriers that hinder them from accomplishing their job and desired outcome:
Limited information: If the website lacks comprehensive details, donors may struggle to make informed decisions.
Unclear impact: Without clear communication about an initiative's impact, donors may not understand how their donation contributes.
Lack of financial transparency: Without transparency on the organization's finances, donors may feel skeptical and hesitant to donate.
Lengthy donation processes: Complex and time-consuming donation processes can frustrate donors and hinder their desired outcome of contributing.
By addressing these potential barriers, nonprofit organizations can improve the donor's experience and increase the likelihood of achieving their desired outcome of making an informed decision to donate and support the cause.
Step 6: Optimize Content Discoverability and Accessibility π
Ensure your content is easily discoverable by implementing SEO best practices. Regularly update your website to maintain relevance. Additionally, make your content accessible by using understandable language, breaking up text into manageable sections, and incorporating visual elements like images or videos for better comprehension.
Step 7: Track Key Performance Indicators (KPIs) π
Monitor key metrics such as website traffic, engagement, and conversion rates to measure how well your content is helping your audience achieve their goals. Analyze this data to identify areas for improvement and make iterative changes based on audience feedback.
Step 8: Craft Content that Resonates π‘
Take an empathetic approach to crafting your website's content. By understanding your audience's goals and needs, you can create content that resonates with them and helps provide solutions to their tasks. This customer-centric approach will enhance engagement and lead to successful outcomes for your business.
By following these steps and adopting the Jobs-to-be-Done framework, you can create content that empathizes with your audience's goals and delivers value, ultimately leading to a more engaging and impactful website.
Related How-To Guides:
β¨How to Design a Conversion Focused Squarespace Website
β¨How to Better Understand Your Audience with Buyer Personas
β¨Understanding the Buyer's Journey for Effective Marketing and Web Design