JTBD, Innovation, and the “Job” Users Hire a Product For

Imagine you're working on a presentation and need to create a chart. You open Figma or Excel, set up the axes, choose colors, and align elements. But stop for a moment—do you actually need the chart? The truth is, you don’t need the chart itself or even the tool you’re using to create it. What you really need is a quick and simple way to convey data to your audience. Figma or Excel just happens to be the most accessible way to do it right now.

This simple example illustrates a fundamental principle of Jobs-to-be-Done (JTBD). Users don’t subscribe to SaaS products for the sake of features. Instead, they "hire" them to accomplish a specific job. If, tomorrow, an innovative solution emerges that allows instant data visualization directly in presentation slides, the traditional way of creating charts in Figma or Excel will start to lose relevance.

Before the rise of digital maps, people relied on paper maps and printed directions for navigation. Google Maps and Yandex.Maps redefined this "job" by offering a more convenient, precise, and interactive way to navigate in real-time. These products didn’t just simplify route planning—they expanded the capabilities of traditional paper maps by adding live traffic updates, public transportation data, local business listings, and even street views.

What Drives Design Innovation?

Design innovations come from identifying poorly satisfied user jobs and redefining them into simpler, faster, and more convenient experiences—automating as much of the process as possible. The more aspects of a user's task we eliminate or automate, the more innovative our product becomes.

Instead of creating yet another nutrition tracking app, ask yourself: What if we eliminate the need for tracking altogether? This shift in perspective could lead to a product that automatically adapts any menu to a user’s dietary habits, goals, and macronutrient needs, generates a shopping list, and distributes purchases in a way that ensures zero waste in the fridge. The only thing a user needs to input is basic parameters like weight trends, body fat percentage, and measurements—everything else is calculated and adjusted automatically.

We often assume that people choose products based on features, branding, or even price. But the real motivation behind a choice is deeper: users simply want to get a job done in the best way possible. Instead of focusing on what new features to add, we should be asking:

Understanding these questions allows us to move beyond "product thinking" and start looking at business from the perspective of real human needs. This is how truly innovative solutions are born.