huangqianqian120 User Research
Jobs to Be Done (JTBD)
Core insight: People "hire" products, they don't buy them.
What vs Why
- What people say they want = Unreliable
- Why they change = Real insight
The JTBD Question
"What happened that made you decide TODAY was the day you were going to [adopt this product]?"
Look for:
- Struggling moments (push)
- Desired outcomes (pull)
- Anxieties about change (F3)
- Habits of current solution (F4)
Forces of Progress
| Force | Description | Direction |
|---|---|---|
| F1 | Push from current situation | + |
| F2 | Pull toward new solution | + |
| F3 | Anxiety about change | - |
| F4 | Habit of current solution | - |
Change happens when: F1 + F2 > F3 + F4
Customer Journey Phases
- First thought — "Maybe I need something"
- Passive looking — Problem aware, solution unaware
- Active looking — Actively searching for solutions
- Deciding — Comparing options, making trade-offs
- First use — Initial experience
- Ongoing use — Habit formation
Interview Techniques
Good Questions
- "Tell me the story of how you decided to..."
- "What was happening in your life when..."
- "What did you try before?"
- "Why is that important to you?"
Avoid
- Leading questions
- "Do you think you would use X?"
- Questions about the future (unreliable)
Customer Research Repo
For ongoing projects, maintain:
- Interview transcripts
- Key quotes by theme
- Common struggles
- Hire/fire criteria
- Personas by use case
Purpose: Don't repeat research — build on findings.
Sources
- Bob Moesta (JTBD co-creator)
- Melissa Perri (Product Ops)
- Teresa Torres (Continuous Discovery)
- Lenny's Podcast research episodes