The ‘Jobs-to-be-Done’ approach: empathy that matters for learning eXperience design

The ‘Jobs-to-be-Done’ (JTBD) approach is a framework that has its origins in marketing and innovation. To set the scene, a well-known quote by business professor Theodore Levitt: ‘People don’t want a quarter-inch drill, they want a quarter-inch hole’.

Essentially the JTBD approach is very straightforward and focuses on what people aim to achieve, independent of the tools, services or support they use. In this article we’ll explore the JTBD framework and how it can be applied by learning designers.