How to improve the #eCommerce experience using #JTBD

Hypothesis: People buy products and services to get a job done and the buyer’s journey is a key component of the customer experience

Hypothesis: People buy products and services to get a job done and the buyer’s journey is a key component of the customer experience

Let’s begin by setting the core Job-to-be-Done aside for a moment, so we can look at a related consumption chain job. Consumption chain jobs occur once we have selected a solution to our core job. They are where the customer experience lives.

Products have a lifecycle. After a product is purchased (which is a separate job), it must be received, installed and set-up. Then someone has to learn how to use it and interface with it. Someone may also have to transport, clean, store, maintain, upgrade, repair, and dispose of it. While people don’t buy a product so they can clean, repair and dispose of it, a product that simplifies product consumption along one or more of these dimensions could differentiate itself in the marketplace.

Ulwick, Anthony W.. Jobs to be Done: Theory to Practice (Kindle Locations 835–838). IDEA BITE PRESS. Kindle Edition.

eCommerce is a t…