The Power of Jobs to Be Done

Do You Really Know Why People Buy From You? 🤔

Not what they buy. Not the fancy product features you list.

But why they choose you over someone else.

As UX designers, we’ve always been fascinated by how people think, what drives their actions, and why they make certain choices. But for an eCommerce store owner juggling a million things, thinking like a UX designer might sound overwhelming. But trust me—this framework makes it easier.

Here’s why it matters:

• 👉 Data can tell you what customers do, but not why they do it.
• 👉 The Jobs-To-Be-Done (JTBD) framework unroots the triggers along their buying journey & helps you stop guessing and start making insight-driven decisions.

It helps you think like a designer—but don’t worry, designers, they’re not coming for your jobs (yet). 😉

It completely changed how we see products, brands, and customer decisions. It even made me question my own buying habits.

Let’s break it down.

People don’t just “buy” products—they hire them to get a job done.

Take airlines:

Delta vs. Spirit Airlines → Both fly people from A to B. But their customers hire them for very different reasons.

• ✈️ Someone on a business trip might hire Delta for comfort and reliability. They need to arrive rested for a big meeting.
• ✈️ Someone traveling for vacation hires Spirit because they just need a cheap ride—and comfort isn’t the priority. The destination is.

Same industry. Same goal. Both travellers. Completely different jobs.

Real-World Impact: How One eCommerce Store Changed Everything

We worked with a jewelry brand that thought their audience was gift-givers.

So all their messaging was about finding “the perfect gift.” 🎁

But when we used the JTBD framework to talk to customers and unroot the ‘Job’ they hired this product to do for them, we discovered something different:

Most of their customers were actually buying for themselves.

They weren’t looking for a “special occasion” piece. They wanted quality, stylish jewelry they could wear every day.

That single insight transformed their positioning and messaging—leading to higher conversions.

All because they stopped thinking about “who” their customers were…

And started thinking about what job they were hiring their products for.

How Can You Apply JTBD to Your Store? (A Thought Exercise)

If you don’t know the real reason customers buy from you, you’re guessing. And guessing is expensive.

Here’s how to stop assuming and start knowing:

Step 1: Get Curious About Your Customers

Let’s talk about the common question many brands ask: “Why did you buy from us?”

On the surface, it seems like a good question. But it often leads to surface-level answers like:

• “I liked the product”
• “It looked nice”

These don’t reveal the context or circumstances behind the purchase.

Instead, try digging a little deeper:

• “What was happening in your life that made you start looking for this?”
• “What other options did you consider before choosing us?”
• “What ultimately made you decide on our product over the alternatives?”

These questions help uncover what your customer was really trying to solve, feel, or change. That’s where the gold is.

Step 2: Look for Patterns

Once you collect enough answers, look for recurring themes. You’ll start seeing what job your product is really being hired for.

Are people buying because of:

• Convenience?
• Status?
• A sense of security?

Understanding these motivations lets you speak directly to what matters most.

Step 3: Align Your Messaging & Strategy

Now that you have deeper insight, revisit your copy, marketing, site layout, and product descriptions.

Stop just selling a product—start showing how it helps them achieve what they actually need.

Kozakh thought most of their customers were buying gifts, but JTBD revealed their real motivations. That one shift changed their entire brand positioning.

Read their full story here.

The Takeaway: So, Why Should You Care?

Because your store is unique. Your customers are unique. And their reasons for buying go way beyond demographics.

If you’re struggling with low conversions or messaging that doesn’t land, JTBD can be a game-changer.

Because at the end of the day:

Customers don’t buy products. They hire solutions.

So I’ll leave you with this question:

What job are your customers hiring your product for?