Exploration · Anticipate
Exploration · AnticipateJobs-to-be-Done
Three linked jobs (functional, emotional, and social) scored by importance × dissatisfaction.
Why it matters
Reframes needs as outcomes, so the design targets the job, not a feature.
When to use it
To clarify what users are really hiring your product to do.
How to run it
Write the functional job: “When ___, I want to ___, so I can ___.”
Name the emotional job: how they want to feel.
Name the social job: how they want to be perceived.
Score each by importance × dissatisfaction and prioritise.
Watch out for
Writing solutions (“a dashboard”) instead of jobs (“know I'm on track”).
The canvas
The worksheet you fill in, as a template. Use it with your team here, or fill it in online in the workspace.
Project Team Date
Functional job
Emotional job
Social job
app.jcerejo.com · The Anticipatory Design Framework
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