JTBD Sprint — Camilla Næristorp

The process

Seven phases from question to strategy

Phase 1

Full day · in-person

Kickoff workshop

1.1

Introduction to the JTBD sprint framework and goals

1.2

Challenge mapping (Lightning Decision Jam) — building a shared picture of the real challenges

1.3

Customer identification — defining who the actual job performer is

Output: Shared challenge map · job performer profile

Phase 2

1–2 weeks · dependent on scheduling

Interview preparation and execution

2.1

Identify up to 5 interview subjects — people who perform the job (included in the price)

2.2

Conduct all interviews before the next workshop date

2.3

Map all JTBD elements: jobs, circumstances, needs, processes, other actors involved, and competing alternatives

Output: Insight from real customers to build on

Phase 3

Full day · in-person

Building the job map and decision forces

3.1

Collectively structure interview insights into a job map — building a shared picture of the customer's full process from start to finish

3.2

Decision influence — identify the four forces shaping customer decisions: Push, Pull, Anxiety, and Habits

Output: Co-created job map · four forces analysis

Phase 4

Full day · in-person

Opportunity identification and hypotheses

4.1

Identify and prioritise the biggest opportunities for innovation based on the interview data

4.2

Formulate hypotheses about how the identified opportunities could be addressed

Output: Prioritised opportunity landscape · initial hypotheses

Phase 5

Full day · in-person

Explore solutions, plan experiments and design prototypes

5.1

Explore possible solutions grounded in the job data and opportunity landscape

5.2

Plan the experiments needed to test the hypotheses

5.3

Design prototypes — prototypes are not necessarily produced during the workshop itself

Output: Solution concepts · experiment plan · prototype designs

Phase 6

In the field

Conduct experiments

6.1

Run the experiments and test the prototypes defined in Phase 5

6.2

Gather data and observations to validate or challenge the hypotheses

Output: Experiment results · validated or rejected hypotheses

Phase 7

Full day · in-person

Summarise, adjust and design the strategy

7.1

Summarise findings across all phases — what was learned and what was confirmed

7.2

Adjust direction based on experiment results

7.3

Design the product strategy — a concrete direction the team can act on

7.4

Prioritise to get a clear focus — one direction, agreed by the team, grounded in what customers actually need

Output: Final strategy · clear focus · adjusted recommendations · concrete next steps

Out of scope: The JTBD Sprint does not include product design, development, or implementation. It is a strategy and discovery process — the foundation for what comes next, not the build itself.

What you get

JTBD outcomes you can act on

Every sprint produces the same core deliverables — each designed to be useful beyond the sprint itself.

Product strategy foundation based on the main job

Complete picture of functional, emotional, and social jobs

Unmet needs and opportunity landscape

Tangible deliverables

Job map document

A structured visual map of all the jobs identified, with supporting evidence from the interviews.

Interview summary

Anonymised summaries of all five interviews with key quotes and coded insights.

Opportunity landscape

A scored matrix of unmet needs — showing where the biggest opportunities lie.

Strategy document

Concrete strategic recommendations with reasoning, implications, and suggested next steps.

Decision principles

A short set of principles your team can use to make better product and strategy decisions.

Alignment through workshops

Collaborative sessions to get the team involved and onboard.

The JTBD Sprint

Seven phases from question to strategy

JTBD outcomes you can act on

Tangible deliverables

Let's figure out the job