Innovation Design Report

This report critically examines the Jobs to be Done (JTBD) framework in the context of innovation design. It analyzes a scenario involving a software company developing a meeting enhancement service, identifying challenges in applying the JTBD methodology. The report highlights the importance of considering functional, emotional (individual and social), and practical aspects of customer needs. It critiques the use of the Likert scale for assessing customer satisfaction, pointing out its limitations in capturing the nuances of attitudes. The report also discusses the importance of considering both desired and undesired outcomes for both customers and providers. Finally, it suggests improvements to the JTBD process by incorporating a more comprehensive understanding of customer journeys and moving beyond the limitations of Maslow's hierarchy of needs. The report concludes by recommending a more holistic approach to understanding customer needs and improving the JTBD framework for more effective product development.