Stop Designing for Imaginary People
As creative directors, we're drowning in inspiration. Trends, Dribbble shots, client whims... it's a whirlwind of "cool" that can easily obscure the core purpose of our designs. We meticulously craft user personas, complete with stock photos and elaborate backstories, hoping to capture our audience. But what if this very process is leading us astray?
Here's the truth: we need to move beyond personas and embrace the Jobs To Be Done (JTBD) framework.
JTBD shifts the focus from who our users are to what they're trying to achieve with our designs. It's about understanding the underlying motivations and desired outcomes that drive their actions. It's about recognizing that a busy mom "hires" a food delivery app not because she's a "millennial parent who enjoys convenience," but because she needs to get a healthy dinner on the table after a long day of juggling work and childcare.
Why JTBD trumps personas:
Deeper than demographics: JTBD delves into the "why" behind user actions, revealing the true purpose they "hire" your design for. It avoids stereotypes and assumptions, focusing on the specific needs and goals of users in a given context.
Clarity amidst the chaos: Think of someone buying a hammer. They don't want the hammer itself, they want to get a nail into the wall. Similarly, users don't download an app for its fancy animations, they download it to accomplish a specific task. JTBD helps us cut through the noise of trends and distractions, prioritizing features that directly support the user's "job."
Unlocking true innovation: By understanding the "job," we can identify unmet needs and create truly innovative solutions. We can design intuitive experiences and craft products that truly resonate with users because they effectively help them achieve their goals.
Ready to integrate JTBD into your process?
Define the "job": What are users trying to achieve? What problem are they trying to solve? Go beyond demographics and delve into their underlying motivations.
Identify the "hiring criteria": What factors influence their choice? What makes them choose one solution over another?
Eliminate distractions: Focus relentlessly on features and elements that directly support the "job." If that trendy micro-interaction doesn't help users accomplish their goal, it's just clutter.
Test and iterate: Observe how users interact with your design. Are they able to accomplish their goals effectively?
JTBD isn't about stifling creativity. It's about channeling it, ensuring every design decision serves a purpose. It's about finding the signal in the noise and creating work that truly matters.
Let's ditch the distractions, design with intention, and embrace the power of JTBD. Let's create designs that truly serve our users, helping them accomplish their goals and making their lives better.
 | A guest post by
|