I created this Artifact while our organization was exploring a new product, one with a new, broad target audience on a broad issue.

The goal of a "jobs to be done" framework is to aid in defining and understanding your customer's needs and what the problem is that you're solving. It's also great at helping to narrow focus. This was key with our situation as we had to narrow a market that consists of millions of parents globally.

Before developing this document, we conducted a number of interviews with parents of children of a wide range of ages. We kept things open and just tried to listen to them talk through the problems they were coming across. We started seeing a lot of commonalities and uncovering some themes and pain points. This kind of foundation work is important - you need to start by talking to people.

One of the primary challenges in developing the foundation here was our status as a non-profit. We knew we wanted to help parents keep kids safe online, and we had some goals that went along with that (such as involving kids in some of the decision-making). But we also knew this had to be a revenue-generating solution, so outlining goals and KPIs took more than some other organizations might expect. We had to solve for the impact we're hoping to make, but also for the business outcome.

Whether you're dealing with a D2C or B2B solution, it's important to think about who else is going to be impacted by a solution you develop. In our case, the parent is the primary user, but it also impacts the child. The adoption of the solution by that indirect user plays a role in adoption by the direct user. At the end of the day, the child needs to be engaged.

We sought to understand not only our audience's pain points, but also what their motivation was in getting a solution to those problems. The process of putting together a "jobs to be done" board started with a lot of pre-work beforehand.

Because we had done a good amount of research into parental needs, our areas of focus really came about organically. When we outlined the current experience using this framework, we were able to see where our solution fit in pre-service, during service, and post-service.

Initially, we noticed, kids are young enough and still listening to parents, following rules. Where we come in is when they start hitting school age, once they get access to devices outside the home, talking to their friends. Suddenly parents have a bunch of decisions to make, research they need to conduct.

Identifying these areas of focus was actually really fun for me. I got to step back, look at what we had learned, and see where there was friction. This framework really helped to make solidifying our audiences easier.

This Artifact helped a lot with identifying the pain points parents and children face as kids progress through different ages. We didn't know at first that 7-10 was our target age range. Putting things into this framework helped us uncover questions we needed to answer and guided us as we consulted with stakeholders. It also changed a lot during the course of development, which is natural - it's a dynamic document.

We went through several iterations of competitor research. We first mapped the entire landscape on sort of a matrix where different solutions fell. There were a lot of solutions, so after mapping all of them, we started to identify the ones what were our most direct competitors. Being forced to narror it to three per this framework helped us think critically in narrowing the list.

Bria King 

I created this while our organization was exploring a product opportunity with a new, broad target audience on a broad issue. This exercise allowed us to define the problem to be solved and narrow our target audience.

Jobs to Be Done Journey Map by Bria King

Job To Be Done Journey Map: I want to _, so I can do_.

Deconstruct, analyze, and redesign your customer experience.

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Jobs to Be Done Journey Map by Bria King

Job To Be Done Journey Map: I want to ___, so I can do___.

Deconstruct, analyze, and redesign your customer experience.

Sign up to see more

Job To Be Done Journey Map: I want to _, so I can do_.