What Are Desired Outcomes in JTBD Theory?

Desired outcomes are measurable statements that describe how customers evaluate success when completing their job-to-be-done. These outcomes guide innovation by identifying areas where existing solutions fall short.

For example:

• For "keeping floors clean," a desired outcome might be "minimize time spent cleaning under furniture."

Why Are Desired Outcomes Important?

Desired outcomes provide clear metrics for evaluating whether a product helps customers get their job done effectively. They also reveal unmet needs—opportunities for innovation where current solutions fail.

How Can You Identify Desired Outcomes?

1. Conduct JTBD interviews.
2. Ask questions like: "What challenges do you face when completing this job?" "What would make this process easier or faster?"
3. "What challenges do you face when completing this job?"
4. "What would make this process easier or faster?"
5. Use ODI methods to prioritize unmet needs based on importance and satisfaction levels.