Create better products faster with design thinking + JTBD

Design thinking is limited in its approach of uncovering only how a customer engages with a product or service and fails to analyze the customer's motivation, whereas Jobs-to-be-Done (JTBD) research seeks to understand what the customer is trying to accomplish upfront. JTBD helps to lift customers out of the solution space and speak about what they want to achieve, providing precise, solution-free descriptions of their needs for the design process. JTBD helps build alignment between product and design teams and allows the organization to align around a prioritized list of the best opportunities for delivering customer value. When combined with design thinking, the two approaches help deliver solutions in the right way and the right direction.