Utilization Journey

User experiences the Utilization Journey — The actual use of the solution.

Job: Utilizing a product Context: that has already been selected and acquired

Multiple Instances

Ongoing Journeys

Job Steps

These are sub-objectives of the overall job following the 9 universal phases of Jobs to be Done. Each step is further supported by several performance metrics that customers use to measure success. These are what get prioritized in a survey.

Click Step ⬇️to Open Performance Metrics ➡️

Identify product capabilities

The ability to understand what the product can do and how it can be used to meet the user's needs.

Gather necessary accessories or complementary products

The ability to find and collect any additional items needed to use the product effectively.

Set up the product environment

The ability to prepare the physical or digital space where the product will be used, ensuring it is conducive to the product's operation.

Review product instructions or guidelines

The ability to read and understand the manufacturer's instructions or guidelines to ensure correct usage.

Power on or activate the product

The ability to turn on the product or initiate its start-up sequence, making it ready for use.

Configure product settings

The ability to adjust the product's settings or preferences to match the user's specific needs or requirements.

Use the product

The ability to engage with the product as intended to accomplish tasks or achieve goals.

Troubleshoot minor issues

The ability to identify and resolve simple problems that may arise during the use of the product.

Adjust product based on feedback or outcome

The ability to make changes to the product's settings or how it is used based on the results of initial use or user feedback.

Clean and maintain the product

The ability to perform routine cleaning and maintenance to keep the product in good working condition.

Store the product

The ability to put the product away in a manner that protects it from damage and makes it easy to access for future use.

Reflect on product usage

The ability to consider how well the product met the user's needs and whether any changes or additional products are needed for better outcomes.

Monitor product performance

The ability to observe and assess the product's operation, ensuring it is functioning as expected.

Contexts

When jobs have too high of a context, insights tend to be less actionable - or at least relevant for certain stakeholders. These contexts provide a means for narrowing the scope of your research in a consistent and structured fashion. Certainly, more contexts exist, and can be addressed with a specific request.

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Home User - This person might be using a product for personal use at home. This could include appliances, electronics, or software applications.

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Office Worker - This person might be using a product in a professional office setting. This could include office equipment, software applications, or services.

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Student - This person might be using a product for educational purposes. This could include textbooks, educational software, or school supplies.

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Freelancer - This person might be using a product for their freelance work. This could include software applications, office equipment, or services.

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Small Business Owner - This person might be using a product for their small business. This could include office equipment, software applications, or services.

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Corporate Executive - This person might be using a product in a corporate setting. This could include office equipment, software applications, or services.

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Retail Customer - This person might be using a product purchased from a retail store. This could include appliances, electronics, or software applications.

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Online Shopper - This person might be using a product purchased online. This could include appliances, electronics, or software applications.

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Gamer - This person might be using a product for gaming. This could include video games, gaming consoles, or gaming accessories.

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Educator - This person might be using a product for teaching. This could include textbooks, educational software, or teaching supplies.

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Healthcare Professional - This person might be using a product in a healthcare setting. This could include medical equipment, software applications, or services.

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Researcher - This person might be using a product for research purposes. This could include research equipment, software applications, or services.

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Engineer - This person might be using a product for engineering work. This could include engineering equipment, software applications, or services.

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Designer - This person might be using a product for design work. This could include design software, office equipment, or services.

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Manufacturer - This person might be using a product in a manufacturing setting. This could include manufacturing equipment, software applications, or services.

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Service Provider - This person might be using a product to provide a service. This could include service equipment, software applications, or services.

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Non-profit Worker - This person might be using a product in a non-profit setting. This could include office equipment, software applications, or services.

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Government Employee - This person might be using a product in a government setting. This could include office equipment, software applications, or services.

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Traveler - This person might be using a product while traveling. This could include travel accessories, electronics, or software applications.

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Athlete - This person might be using a product for athletic purposes. This could include sports equipment, fitness apps, or athletic wear.

Situations

While a group of people may be trying to get the same job done, the way the respond to needs-prioritization questions can be different. When we find statistical clusters of needs we need a way to describe why the group is different from another, not simply that that are different based on how they rate needs. Situations (aka Complexity Factors) that end users experience when they execute the job (or last executed the job) could be different, thus resulting in a different prioritization of specific performance metrics. One or or more situations could correlate to a segment, and it is recommend that follow up interviews are done with actual respondents within a segment to help you gain clarity, and verbatims you can use to construct your strategic storyline for the segment.

Situations/Complexities	1	2	3	4	5
Product complexity	Overly complex, hard to understand				Simple, intuitive
Product reliability	Constantly malfunctioning				Always reliable
Product compatibility	Not compatible with other devices				Fully compatible
Product availability	Always out of stock				Always available
Product support	No support available				Excellent support
Product documentation	No documentation				Comprehensive documentation
Product training	No training available				Excellent training
Product updates	No updates, outdated				Regular updates
Product customization	No customization options				Highly customizable
Product price	Overpriced				Reasonably priced
Product delivery	Late delivery				On-time delivery
Product installation	Difficult to install				Easy to install
Product usability	Difficult to use				Easy to use
Product features	Lacks necessary features				Has all necessary features
Product design	Unattractive design				Attractive design
Product safety	Unsafe to use				Safe to use
Product performance	Poor performance				Excellent performance
Product warranty	No warranty				Long warranty period
Product return policy	No return policy				Flexible return policy
Product reviews	Negative reviews				Positive reviews

Ideal States

There are times when going deep into a job, job map, and success metrics is just too much of a gamble. Is it the right job to study? Ideal states give us a handful of indicators that can be used in addition to importance, difficulty, and frequency to understand which jobs groups of end users struggle with, and why.

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Understand the product's capabilities clearly - Having a clear understanding of what the product can do helps in utilizing it to its full potential.

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Easily find necessary accessories or complementary products - Being able to easily find additional items needed for the product enhances the overall user experience.

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Set up the product environment without difficulty - A hassle-free setup of the product environment ensures a smooth start to using the product.

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Comprehend product instructions or guidelines effortlessly - Easy-to-understand instructions or guidelines help in using the product correctly and safely.

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Activate the product without any complications - A straightforward activation process reduces frustration and increases satisfaction.

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Configure product settings to match personal needs - Being able to customize the product's settings enhances its usefulness and personal relevance.

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Use the product without facing any issues - A smooth user experience is crucial for satisfaction and continued use of the product.

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Monitor the product's performance easily - Being able to easily assess the product's operation helps in ensuring it is functioning as expected.

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Troubleshoot minor issues without needing external help - The ability to resolve simple problems independently increases confidence and reduces downtime.

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Adjust the product based on feedback or outcomes without difficulty - Being able to make changes to the product based on initial use or feedback enhances its effectiveness.

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Clean and maintain the product without much effort - Easy maintenance helps in keeping the product in good working condition and extends its lifespan.

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Store the product safely and conveniently - Being able to store the product in a way that protects it and makes it easy to access increases its longevity and usability.

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Reflect on product usage and identify areas for improvement easily - Being able to evaluate the product's effectiveness helps in making necessary changes or additions for better outcomes.

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Know the product is durable and long-lasting - A durable product provides value for money and reduces the need for frequent replacements.

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Feel confident that the product is safe to use - Safety is a crucial factor in the overall user experience and satisfaction.

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Know the product is environmentally friendly - Using a product that is eco-friendly aligns with personal values and contributes to sustainability.

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Know the product is worth the investment - Feeling that the product provides value for money enhances satisfaction and justifies the purchase.

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Feel that the product enhances productivity or efficiency - A product that helps in accomplishing tasks more efficiently increases satisfaction and continued use.

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Know the product is reliable and consistent in performance - A reliable product that performs consistently meets expectations and builds trust.

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Feel that the product is easy to use - Ease of use is a key factor in the overall user experience and satisfaction.

Financial Metrics

The purchase decision-maker has a say in product selection, and costs relative to cash outlays, direct or indirect, are what they think about. These questions can only be answer by the person who makes those decisions. For consumers, many times you can included these in a core functional study. However, beware of business end users who simply use products that are purchased for them. They are not the right audience for these metrics.

Minimize the cost of maintenance required for the product's optimal performance.
Minimize the cost of software updates needed to keep the product up-to-date.
Minimize the cost of technical support required when facing issues with the product.
Minimize the cost of product replacement in case of malfunction or damage.
Minimize the cost of product insurance to cover potential damages or losses.
Minimize the cost of product customization to fit specific needs or preferences.
Minimize the cost of product integration with existing systems or platforms.
Minimize the cost of product disposal at the end of its life cycle.
Minimize the cost of product upgrades to access new features or improvements.
Minimize the cost of product downtime due to maintenance or repairs.
Minimize the cost of product installation and setup.
Minimize the cost of product training for new users or employees.
Minimize the cost of product compliance with industry standards or regulations.
Minimize the cost of product data migration when switching to a new system.
Minimize the cost of product security to protect against cyber threats.
Minimize the cost of product licensing for multiple users or locations.
Minimize the cost of product testing before full-scale implementation.
Minimize the cost of product transportation from the point of purchase to the point of use.
Minimize the cost of product storage if not immediately used.
Minimize the cost of product return in case of dissatisfaction or defects.

Related Jobs

When a core functional job is getting close to maturity, we have to look beyond steps or metrics and find other jobs the end user is trying to accomplish so we can help them. This provides an opportunity to not only get a job done better, but get more jobs done on a single platform (and potentially better).

Before Using a Product That Has Already Been Selected and Acquired

Understanding Product Features - Read the product manual or guide to understand its features and how they can be used.
Identifying Personal Needs - Determine how the product can meet personal needs or solve problems.
Setting Up the Product - Follow the instructions to set up the product for use.
Checking Product Safety - Review safety instructions and precautions to ensure safe use of the product.
Planning Usage Schedule - Decide when and how often to use the product based on personal needs and product recommendations.

During Using a Product That Has Already Been Selected and Acquired

Operating the Product - Use the product as instructed in the manual or guide.
Monitoring Product Performance - Keep track of how well the product is working and whether it is meeting personal needs.
Maintaining the Product - Follow the product maintenance instructions to ensure it continues to function properly.
Troubleshooting Issues - If the product is not working as expected, use the troubleshooting guide or contact customer support for help.
Maximizing Product Usage - Explore different ways to use the product to get the most value out of it.

After Using a Product That Has Already Been Selected and Acquired

Cleaning the Product - Clean the product as instructed to keep it in good condition.
Storing the Product - Store the product safely when not in use to prevent damage.
Reviewing Product Performance - Reflect on whether the product met personal needs and expectations.
Providing Feedback - If possible, provide feedback to the manufacturer about the product's performance and any issues encountered.
Planning Future Usage - Based on the product's performance, decide when to use it again or whether to replace it.

Emotional Jobs

Understanding how end users want to feel (or avoid feeling) in the context of getting the job done is important in several ways. First, understanding this helps to think about more abstract things things a user considers when actually performing the job (or access a service/journey). Second, these insights can be critical in messaging to your offer, which is something your marketing team will value.

Desired Emotions:

Feel Satisfied: As a user, it is essential to feel satisfied when using a product that has already been selected and acquired. This satisfaction comes from the product meeting or exceeding your expectations.
Feel Confident: Confidence in using the product is key. This means understanding how to use the product and feeling that it is reliable and will perform as expected.
Feel Excited: Using a new product should bring a sense of excitement. This could be from the anticipation of the benefits the product will bring or the enjoyment of exploring its features.
Feel Relieved: If the product was acquired to solve a problem or meet a need, using it successfully should bring a sense of relief.
Feel Empowered: A good product should make you feel empowered, enabling you to do things you couldn't do before or do things more efficiently or effectively.

Undesired Emotions:

Avoid Feeling Frustrated: As a user, you should avoid feeling frustrated when using a product. This could be due to difficulty in understanding how to use it, or the product not working as expected.
Avoid Feeling Disappointed: Disappointment can arise if the product does not meet your expectations in terms of performance, quality, or value for money.
Avoid Feeling Confused: A product should be intuitive and easy to use. Feeling confused about how to use it can lead to a poor user experience.
Avoid Feeling Regretful: If the product does not meet your needs or expectations, you may feel regretful about the purchase decision.
Avoid Feeling Anxious: Using a product should not cause anxiety. This could be due to concerns about its reliability, safety, or impact on other aspects of your life.

When using a product that has already been selected and acquired…	How important is it that you are able to…			How difficult is it for you to…
	Not important	Neutral	Important	Not difficult	Neutral	Difficult
Feel Satisfied
Feel Confident
Feel Excited
Feel Relieved
Feel Empowered
Avoid Feeling Frustrated
Avoid Feeling Disappointed
Avoid Feeling Confused
Avoid Feeling Regretful
Avoid Feeling Anxious

Social Jobs

Ditto emotional jobs

Positive Perceptions

Be Perceived as Knowledgeable - Understanding the product's features, functions, and benefits is crucial. Being perceived as knowledgeable means you can use the product effectively and efficiently.
Be Perceived as Skilled - Mastery over the product operation is important. Being seen as skilled implies you can execute tasks without causing damage or delays.
Be Perceived as Resourceful - Ability to troubleshoot and solve problems related to the product is desirable. Being perceived as resourceful shows you can handle unexpected situations and make the most out of the product.
Be Perceived as Responsible - Proper maintenance and care for the product is essential. Being perceived as responsible indicates you value the product and are committed to its longevity.
Be Perceived as Innovative - Using the product in creative and novel ways can be beneficial. Being perceived as innovative suggests you can maximize the product's potential and discover new uses for it.

Negative Perceptions

Avoid Being Perceived as Incompetent - Lack of understanding or skill in using the product can lead to inefficiency and errors. Avoid being perceived as incompetent to maintain credibility and effectiveness.
Avoid Being Perceived as Careless - Neglecting the product's maintenance or misuse can lead to damage or reduced lifespan. Avoid being perceived as careless to ensure the product's optimal performance and durability.
Avoid Being Perceived as Wasteful - Overusing or misusing the product can lead to unnecessary waste. Avoid being perceived as wasteful to demonstrate respect for resources and sustainability.
Avoid Being Perceived as Rigid - Unwillingness to explore new ways of using the product can limit its potential. Avoid being perceived as rigid to encourage innovation and adaptability.
Avoid Being Perceived as Dependent - Over-reliance on others for product-related issues can hinder self-sufficiency. Avoid being perceived as dependent to promote autonomy and problem-solving skills.

Survey Format

When using a product that has already been selected and acquired…	How important is it that you are able to…			How difficult is it for you to…
	Not important	Neutral	Important	Not difficult	Neutral	Difficult
Be Perceived as Knowledgeable
Be Perceived as Skilled
Be Perceived as Resourceful
Be Perceived as Responsible
Be Perceived as Innovative
Avoid Being Perceived as Incompetent
Avoid Being Perceived as Careless
Avoid Being Perceived as Wasteful
Avoid Being Perceived as Rigid
Avoid Being Perceived as Dependent

How this was made

I used the tools that I’ve shared in my Jobs-to-be-Done Masterclass: Eliminating Jobs-to-be-Done Interviews with Artificial Intelligence ⬅️ to build this entire catalog.

While it did take some time, that’s because there are 16 journeys and the catalogs are comprehensive. You will not find anything like this in the JTBD practitioner world.

Consultants make their money doing things. Innovators automate things. I hope Customer Experience (CX) professionals are able to leverage this work to accelerate their own.

Purpose

Journey Mapping exercises typically end with a visualization of a make believe journey with a smattering of pain points expressed by a smattering of real people.

Have you ever wondered why you constantly have to redo these?

What I’ve developed above may not be absolutely perfect for your situation, but with a few tweaks it will stand the test of time as the backbone of your prioritization of customer needs, and the foundation of your strategic roadmaps far into the future.

We don’t study solutions, we study the jobs your customers are trying to get done as they experience the lifecycle of ownership within your ecosystem.

Simple as that.

Now, go run a survey. I’ll be incorporating some accelerators for that very, very soon.

Contact

Mike Boysen - Managing Director

Practical JTBD, LLC

www.pjtbd.com | http://jobstobedone.substack.com

678-824-2789 | info@pjtbd.com

Copyright

The entire catalog is covered under creative commons….