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Lesson 20: Creating User Stories and Jobs To Be Done (JTBD)

· 2 min read
Max Kaido
Max Kaido
Architect

Objective​

Leverage the persona and CJM (Customer Journey Map) developed earlier to define actionable User Stories and JTBD for your product. These frameworks will help you design features, services, and marketing strategies that align with user needs.

Steps to Complete the Task​

1. Define User Stories​

  1. Structure: Use the following format for User Stories: [As a (type of user), I want to (action or goal), so that (desired outcome).]

  2. Identify Key User Stories:

    • Analyze the persona and CJM to identify goals, barriers, and emotions at each stage.
    • Write stories that cover the user’s journey from need recognition to goal fulfillment.

  3. Example User Stories for Your Product:

    • As a busy professional, I want to automate repetitive tasks so that I can focus on creative work.
    • As a team manager, I want to streamline reporting processes so that my team spends less time on admin tasks.
    • As a small business owner, I want to track all project activities in one place so that I have better control over my operations.

  4. Add Targeting Information for User Stories:

    • Use Facebook Ads targeting options, such as:
      • Interests: Productivity tools, workflow automation.
      • Demographics: Small business owners, middle managers.
      • Behavior: Active users of competitors' software.

2. Define Jobs To Be Done (JTBD)​

  1. Structure: Use the JTBD format: [In situation X, I want to (goal), so that I can (benefit).]

  2. Identify Key Jobs:

    • Focus on specific, recurring situations that create friction for your persona.

  3. Example JTBD for Your Product:

    • In situation X: When I need to track multiple project updates,
      • I want to receive consolidated reports,
      • so that I can quickly identify delays and address them.
    • In situation X: When I onboard new team members,
      • I want a clear, automated onboarding checklist,
      • so that I can save time and ensure consistency.

  4. Propose Services or Features to Address JTBD:

    • Service: Automated task reminders integrated with existing tools.
    • Feature: Dashboard analytics to visualize progress and bottlenecks.
    • Product: A simplified project management app tailored for small teams.

3. Add Keyword Research and Targeting​

  1. Use Google Keyword Planner or Yandex Wordstat:

    • Research relevant search queries with a monthly volume of at least 10,000.

  2. Example Queries for JTBD:

    • "Best project management software for small teams"
    • "How to automate daily reports"
    • "Tools to track team performance"

  3. Facebook Ad Targeting Options:

    • Interests: Project management, Trello, Monday.com, Asana.
    • Demographics: Small-to-medium enterprise owners, project managers.
    • Behavior: Users active in productivity forums, searching for solutions.

Documentation Format​

  1. User Stories:

    • Write at least 5 User Stories based on the persona and CJM.
    • Include potential Facebook targeting options for each User Story.

  2. JTBD:

    • Identify at least 5 JTBD situations.
    • Propose services, features, or products to handle these jobs.
    • List related search queries to evaluate demand and plan ads.

  3. Link to Deliverables:

    • Compile all User Stories and JTBD into a Google document.
    • Include screenshots or links from tools like Google Keyword Planner.

Let me know if you need help structuring your User Stories or conducting keyword research!