What is \u201cJobs To Be Done\u201d?<\/h2>\n
Imagine someone visiting your site. They\u2019re not just browsing. They\u2019re on a mission. They want to get something done. That \u201csomething\u201d is the \u201cjob.\u201d<\/p>\n
It\u2019s not about demographics. It\u2019s not about age or job title. It\u2019s about what they\u2019re trying to accomplish right now.<\/p>\n
Simple, right? Let\u2019s say someone lands on a shoe website. Their job may be:<\/p>\n
- \n
- \u201cI need comfortable running shoes.\u201d<\/li>\n
- \u201cI\u2019m shopping for a gift.\u201d<\/li>\n
- \u201cI want to compare trail shoes.\u201d<\/li>\n<\/ul>\n
Each of these is a different job. And your navigation should help users get those jobs done fast.<\/p>\n
Why Traditional Navigation Doesn\u2019t Always Work<\/h2>\n
Most websites organize links by categories or departments. Shoe types. Product lines. Company info.<\/p>\n
But users don\u2019t think like that. They think in terms of goals.<\/p>\n
When you build navigation around categories only, you risk making visitors do the hard thinking. And if it takes too long? They bounce.<\/p>\n
Navigation should guide. Not confuse.<\/strong><\/p>\n
So How Do You Capture Jobs To Be Done?<\/h2>\n
Good news. You don\u2019t need mind-reading superpowers. Just a little curiosity.<\/p>\n
Here\u2019s how:<\/p>\n
- \n
- Talk to your users.<\/strong> Ask them what they were trying to do when they came to your site.<\/li>\n
- Read support tickets and chat logs.<\/strong> These are gold mines of real user jobs.<\/li>\n
- Study on-site behavior.<\/strong> Look at where people click and where they drop off.<\/li>\n<\/ol>\n
Once you’ve got some common jobs, you can group them. Then \u2014 magic \u2014 build your navigation from these real-world goals.<\/p>\n
Putting Jobs Into Navigation<\/h2>\n
Let\u2019s say you run a website for an online cooking school. You discover that your users come with these jobs:<\/p>\n
- \n
- Learn to cook vegetarian meals<\/li>\n
- Find quick dinner ideas<\/li>\n
- Improve knife skills<\/li>\n<\/ul>\n
Instead of organizing by \u201cCourses,\u201d \u201cBlogs,\u201d or \u201cShop,\u201d flip things around.<\/p>\n
Now try navigation items like:<\/p>\n
- \n
- Quick Weeknight Recipes<\/strong><\/li>\n
- Beginner Cooking Skills<\/strong><\/li>\n
- Master Plant-Based Cooking<\/strong><\/li>\n<\/ul>\n
See the difference? Each one points to a job someone is trying to get done!<\/p>\n
![\"\"](\"https:\/\/resizemyimg.com\/blog\/wp-content\/uploads\/2025\/09\/a-pole-with-a-bunch-of-signs-on-it-website-navigation-jobs-to-be-done-customer-journey-1.jpg\")
\nMake It Easy, Fun, and Human<\/h2>\n
Let\u2019s be honest. Nobody gets excited about clicking “Solutions” or “Resources.” These labels are vague.<\/p>\n
Instead, speak your user\u2019s language. If your audience says “easy meals,” don\u2019t hide that behind \u201cContent Hub.\u201d<\/p>\n
Examples of turning boring nav into job-based magic:<\/strong><\/p>\n
\n
\n Boring Navigation<\/th>\n Job-To-Be-Done Navigation<\/th>\n<\/tr>\n \n Products<\/td>\n Find the Right Tool for You<\/td>\n<\/tr>\n \n Resources<\/td>\n Learn How To Build a Website<\/td>\n<\/tr>\n \n Plans<\/td>\n Compare Pricing Based on Your Goals<\/td>\n<\/tr>\n<\/table>\n When people see their problem in your menu, they click. When they click, magic happens. They stay<\/em>. They engage<\/em>. They convert<\/em>.<\/p>\n
Don\u2019t Forget the Mobile Experience<\/h2>\n
Phones change everything. Space is tight. And people are often in a hurry.<\/p>\n
That makes JTBD even more important. On mobile, you want fewer options \u2014 but smarter ones.<\/p>\n
Tips for mobile navigation:<\/strong><\/p>\n
- \n
- Use expandable sections with job-based labels<\/li>\n
- Highlight top user goals in the first screen<\/li>\n
- Test, test, test \u2014 small tweaks go a long way!<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/resizemyimg.com\/blog\/wp-content\/uploads\/2025\/09\/silver-iphone-6-on-front-of-car-aircon-mobile-navigation-usability-test-user-goals-1.jpg\")
\nReal-World Example: A Fitness Website<\/h2>\n
Let\u2019s bring this to life with an example.<\/p>\n
A fitness site has users with jobs like:<\/p>\n
- \n
- Lose weight for an event<\/li>\n
- Get back into shape after an injury<\/li>\n
- Build muscle at home<\/li>\n<\/ul>\n
Instead of organizing by \u201cPrograms\u201d and \u201cVideos,\u201d the site could offer:<\/p>\n
- \n
- Train for a 5K<\/strong><\/li>\n
- Lose Weight in 4 Weeks<\/strong><\/li>\n
- Get Strong Without a Gym<\/strong><\/li>\n<\/ul>\n
Now the nav feels like it was made for them. Because it was.<\/p>\n
FAQs in the Nav? Yes, Please!<\/h2>\n
This might sound surprising, but FAQs can connect to JTBD beautifully.<\/p>\n
If you notice lots of people asking things like \u201cWhat\u2019s the refund policy?\u201d or \u201cHow do I access the app?\u201d, consider making these a part of the navigation.<\/p>\n
Why?<\/strong> Because answering questions is also a job. People want to feel confident before they take the next step.<\/p>\n
Start Small. See Big Results.<\/h2>\n
You don\u2019t need to redo your whole site tomorrow. Try these baby steps:<\/p>\n
- Lose Weight in 4 Weeks<\/strong><\/li>\n
- Train for a 5K<\/strong><\/li>\n
- Beginner Cooking Skills<\/strong><\/li>\n
- Quick Weeknight Recipes<\/strong><\/li>\n
- Read support tickets and chat logs.<\/strong> These are gold mines of real user jobs.<\/li>\n
- Talk to your users.<\/strong> Ask them what they were trying to do when they came to your site.<\/li>\n
![\"\"](\"https:\/\/resizemyimg.com\/blog\/wp-content\/uploads\/2025\/09\/macbook-air-customer-experience-happy-user-website-interaction.jpg\")
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