Beyond the Backlog

In this post, the second in the series, and as a follow-on to the recently posted Jobs-to-be-Done Canvas Explained Step-by-Step (please read that one first), we’ll explore how applying a Jobs-to-be-Done prioritization lens to your backlog can help you identify and elevate the items that will drive the most meaningful impact for your customers.

Using examples, you’ll see how the Jobs-to-be-Done framework translates the user research insights gained during the JTBD interviews, into actionable priorities. A thoughtful JTBD approach can provide the missing link between your users’ goals and your backlog decisions, leading to a prioritized set of features that deliver tremendous value.

Let’s take a look at an example prioritization process using the Jobs to be Done framework:

1. Understand User Jobs: Use the Jobs To Be Done Canvas and interview process to identify the core jobs or problems that users are trying to address using the product.

2. Categorize Needs: 
   • Functional Needs: List the practical requirements and tasks users need to accomplish.
   • Social Needs: Recognize any desire for social recognition or interaction.
   • Emotional Needs: Identify the emotional outcomes users seek, like feeling satisfied or relieved.

3. Map to Backlog Items: Associate backlog items with the identified needs. Each item should address one or more need(s).

4. Prioritize by Alignment: Evaluate the alignment between backlog items and user needs. Items that effectively address essential needs are higher priorities.

Jobs-to-be-Done Prioritization Example:

Suppose the product is a software product for task management, and users’ core jobs are:

• Efficiently organize daily tasks (Functional Need).
• Share task progress with colleagues (Social Need).
• Feel a sense of accomplishment at the end of the day (Emotional Need).

The backlog items and their alignment with these needs:

1. Item X: Improving task categorization features (Functional, Social).
2. Item Y: Adding task sharing and collaboration (Functional, Social).
3. Item Z: Implementing task completion animations (Emotional).

Priority Order:

1. Item X: Addresses efficient task organization and social sharing needs.
2. Item Y: Directly fulfills collaboration and social interaction needs.
3. Item Z: While emotional, it’s less aligned with the core functional needs.

Conclusion

Prioritizing product backlogs is a challenging but critical process that determines how engineering resources are allocated and what solutions provide the most value to users. While backlogs often fill up with a laundry list of features, enhancements, and bugs, not everything can be top priority.

The Jobs-to-be-Done framework gives product and engineering teams a clear methodology for elevating the work that directly maps to fulfilling user needs. By taking the time to understand core jobs and desired outcomes, you can evaluate each potential backlog item for its alignment to what matters most.

While no framework can remove all the complexity from prioritization, Jobs-to-be-Done provides an actionable way to cut through the noise. Features that effectively satisfy user jobs should consistently rise to the top. Teams that continually re-align their backlog priorities through a Jobs-to-be-Done lens will find they are able to focus their limited time on the opportunities that deliver the greatest value.

If you like this post on the Jobs to be Done Prioritization appraoch, you may also like:

• Jobs-to-be-Done Canvas Explained Step-by-Step
• Prioritization Frameworks Part I: The ICE Framework
• Agile vs Waterfall – Choosing the Right Methodology for your Product
• Net Promoter Score for Product Managers