EuPMA - European Product Management Association
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European
Product
Management
Association
Product Management Action Card
Shape the User Experience
We drive the future of Product Management in Europe
WHY
A Job-to-be-Done describes the progress a user wants to achieve, but it does not explain how the user actually tries to accomplish it.
Understanding the sequence of activities performed to complete a JTBD helps teams move from a high-level customer need to a more detailed view of the experience.
This makes it possible to identify difficulties, unnecessary effort, critical moments and opportunities to create a better experience before defining product solutions.
WHAT
The User Experience Analysis describes the sequence of activities a user performs to accomplish a specific Job-to-be-Done.
Starting from one JTBD, the analysis breaks the experience down into the main user activities, from the initial situation to the desired outcome.
For each activity, additional dimensions may be considered, such as:
- actions and decisions
- information required
- interactions and touchpoints
- difficulties and pain points
- expectations
- emotional states
- contextual conditions
The result is an activity-based representation of the user experience associated with a specific JTBD.
It describes what the user needs to do, rather than how the existing product currently works.
HOW
- Select a Job-to-be-Done
Start from a clearly defined JTBD and the situation in which it occurs. - Define the beginning and desired outcome
Clarify what triggers the job and what successful completion looks like for the user. - Identify the main user activities
Reconstruct the sequence of activities the user performs to move from the initial situation to the desired outcome. - Describe the experience of each activity
Where useful, capture goals, decisions, information needs, difficulties, emotions, interactions and contextual factors. - Keep activities solution-independent
Describe what the user needs to accomplish rather than the features, interfaces or functions of the current product. - Identify critical activities and experience gaps
Highlight steps that require excessive effort, generate uncertainty or frustration, create risk, or strongly influence the final outcome. - Connect the analysis to evidence
Validate the sequence and experience using interviews, observations, usage data, customer insights or other available evidence.
The resulting activity sequence provides a structured foundation for defining the desired Product Capabilities and Product Requirements.
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