> For the complete documentation index, see [llms.txt](https://beta-book.gitbook.io/job-to-be-done/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://beta-book.gitbook.io/job-to-be-done/designing-features-using-job-stories.md).

# Designing features using Job Stories

> When Des asked me to contribute to Inside Intercom, I had just introduced Jobs-to-be-Done to my co-founders at Aim – an advertising marketplace for the real estate industry. 当德斯要求我为Inside Intercom做出贡献时，我刚刚向我的联合创始人介绍了Jobs-to-be-Done，即Aim的房地产业广告市场。
>
> Our design process was riddled with ambiguity and lacked consensus. Myself, the CEO, the CTO, the head of design, all had suggestions on what to design. But we didn't have any effective way to support one idea and challenge another. 我们的设计过程充满歧义，缺乏共识。我自己，首席执行官，首席技术官，设计负责人都对设计有所建议。但是我们没有任何有效的方式来支持一个想法并挑战另一个想法。
>
> Then it dawned on me. Without making any reference to Jobs-to-be-Done, I began pointing out the most successful suggestions my co-founders had proposed. I explained the struggling moment our customers faced, and described how their life would be better once it was solved. Then I explained how their suggestion was a good fit for this design problem. In effect, I described the customer's job, and what it was like for them when it was done. 然后，我恍然大悟我没有提及要完成的工作，所以我开始指出联合创始人提出的最成功的建议。我解释了我们客户面临的艰难时刻，并描述了一旦解决了他们的生活会更好一些。然后我解释了他们的建议是否适合这种设计问题。实际上，我描述了客户的工作，当他们完成工作时，他们是什么样的。
>
> Using Jobs-to-be-Done language to communicate, we were able to knock out our first design in only a few minutes. We never looked back. 使用“Jobs-to-be-Done的作业”语言进行沟通，我们只需几分钟就能敲出我们的第一个设计。我们从来没有回头

Personas and user stories made sense when customers and product teams were far from each other. That’s no longer the case. 客户和产品团队彼此远离时，角色和用户故事都是有意义的。不再是这样了。

Traditionally, who the customer was and what they needed fell within the responsibility of marketing, business development, or even sales. Once this information was gathered, it would be synthesized into a portable format and then pitched over the fence to the product development team.

传统上，客户是谁，他们所需要的都属于营销，业务发展甚至销售的责任。一旦收集到这些信息，它将被合成为便携式格式，然后在产品开发团队的围栏上。

The casualties of this waterfall process are the subtleties essential to creating great products: causality, anxieties, and motivations. Jobs-to-be-Done is the philosophy of focusing on these subtleties. And a granular way to bring this concept into a product is to use Job Stories to design features, UI, and UX.

这个瀑布过程的伤亡是创造伟大产品至关重要的细微之处：因果关系，焦虑和动机。Jobs-to-be-Done 把重点放在这些微妙之上。将这一概念纳入产品的细粒度方法是使用作业故事来设计功能，UI和UX。

![](http://d.pr/i/604rHd+)

## How personas fail 人们如何失败

As Des discussed earlier, personas are often defined by attributes that have nothing to do with causality. For example, someone’s age, sex, race, and weekend habits doesn’t explain why they ate a Snickers bar. Having 30 seconds to buy and eat something which will stave off hunger for 30 minutes does explain it though.

如前所述，人物角色通常由与因果关系无关的属性来定义。例如，某人的年龄，性别，种族和周末习惯不能解释为什么他们吃了一个士力架酒吧。有30秒钟的时间买东西可以消除饥饿30分钟，但是这样做会解释一下。

## How user stories fail 用户故事如何失败

“As a user, I can indicate folders not to backup so my backup drive isn’t filled up with things I don’t need saved.” “作为用户，我可以指示文件夹不备份，所以我的备份驱动器没有填满我不需要保存的东西。”

User stories, such as the one above, have three big problems: 用户故事，如上述，有三个大问题：

* They use personas. 他们使用人。
* They couple implementation with motivations and outcomes. 他们将实施与动机和结果相结合。
* They ignore context, situations, and anxieties. 他们忽视了情境，情况和焦虑。

Features fail often. If a feature was defined by a user story, discovering why it failed will be difficult, because implementation was coupled with motivations and outcomes. Because of the coupling, how can anyone know what was wrong? Was the implementation wrong, or were the assumptions about the motivations wrong?

特性经常失败。如果一个功能是由用户故事定义的，发现为什么它失败将是困难的，因为实施与动机和结果相结合。由于耦合，任何人都知道什么是错的？实施是错误的，还是关于动机的假设错误？

## Enter the Job Story 输入工作故事

First mentioned by Paul Adams on the Intercom blog, and developed here, Job Stories are a different way of designing features. But how does a team implement them into their workflow?

首先由Paul Adams在Intercom博客中提到，并在这里开发 ，Job Stories是设计功能的不同方式。但是，一个团队如何实现他们的工作流？

![](http://d.pr/i/2183El+)

Here’s one approach: 这是一种方法：

1. Start with the high level job. 从高级工作开始。
2. Identify smaller jobs which help resolve the high level job. 找出有助于解决高层次工作的小型工作。
3. Observe how people solve the problem now (the job they currently use). 观察人们如何解决问题 （他们目前使用的工作）。
4. Come up with a Job Story to investigate the causality, anxieties, and motivations of what they do now. 做一个工作故事来调查他们现在所做的事情的因果关系，焦虑和动机。
5. Create a solution which resolves that Job Story. 创建解决该作业故事的解决方案。

For example, consider how a team might design a profile view for a product that helps car salespeople secure loans for customers. 例如，考虑一个团队如何设计一个产品的配置文件视图，帮助汽车销售人员为客户提供贷款。

## Designing a profile view 设计配置文件视图

![](http://d.pr/i/EPzhKP+)

Early in the design process, the team was discussing what the profile would look like, and what features should exist there.

在设计初期，团队正在讨论该配置文件的外观，以及哪些功能应该存在。

At one point Sara, a team member, stood up and drew a simple wireframe on the whiteboard. She pointed to a box and said, “This is the salesperson’s profile”.

在一段时间，一名团队成员Sara站起来，在白板上画了一个简单的线框。她指着一个盒子说：“这是销售人员的简介”。

The team is not immediately convinced by her rationale. They asked a series of “whys” for each part of the profile view. Even after all of these questions, the team didn't coalesce for or against the idea.

该团队不会立即相信她的理由。他们向档案视图的每个部分询问了一系列“whys”。即使在所有这些问题之后，球队也没有合并或反对这个想法。

At this point, the question was asked: 在这一点上，问题是：

“Why should the product have a profile view? Why should it be in one place or another? What information should it display? What situations is it resolving? What job is this profile view doing?” “为什么产品有个人资料视图？为什么要在一个地方呢？应该显示哪些信息？什么情况解决？这个个人资料视图在做什么工作？

To resolve this, the feature was reframed through Job Stories.

为了解决这个问题，这个功能是通过Job Stories进行的。

### Start with the high level job 从高级工作开始

The product’s high level job is to help a car salesperson secure a loan for prospective customers. Currently, the customer and the salesperson have to fill out a lot of difficult paperwork.

该产品的高级工作是帮助汽车销售人员为潜在客户提供贷款。目前，客户和销售人员必须填写很多困难的文书工作。

### Identify a smaller job which helps resolve the high level job 确定一个较小的工作，有助于解决高层次的工作

In order to fill the loan application out correctly, the salesperson and customer need to enter lots of information about the car and the terms of loan. Because the information is sensitive, the customer needs to feel their personal information is safe with the car salesperson.

为了正确填写贷款申请，销售人员和客户需要输入关于汽车的许多信息和贷款条款。因为信息敏感，客户需要感觉到他们的个人信息与汽车销售人员是安全的。

### Observe how people solve the problem now (i.e what job they currently use) 观察人们如何解决问题（即他们目前使用什么工作）

When filling out this type of information, the buyer analyzes (usually visually) the salesperson and car dealership and deduces if they can be trusted. They generally fill in their sensitive financial information in close physical proximity, on a piece of paper, with the salesperson. This helps them feel confident the information is filled out correctly, and won’t get passed around to people who shouldn’t be looking at it.

当填写这种类型的信息时，买方分析（通常在视觉上）销售人员和汽车经销商，并推断他们是否可信。他们通常在一张纸上与销售人员亲近地亲近地填写敏感的财务信息。这有助于他们确信信息被正确填写，不会被传递给不应该看的人。

### Come up with a Job Story that investigates the causality, anxieties, and motivations of what they do now 做一个工作故事，调查他们现在所做的事情的因果关系，焦虑和动机

* When car salespeople and their customers interact with each other via the product… 当汽车销售人员和他们的客户通过产品互相交流时...
* …customers want to feel like they can trust the organization, process, and the salesperson. ...客户希望感觉到他们可以信任组织，流程和销售人员。
* Salespeople are going to want to be confident their process makes their customers feel comfortable… 销售人员将要自信，他们的过程使客户感到舒适...
* …so clients will feel safe entering their financial information into a process....所以客户将感觉安全地将他们的财务信息输入到一个过程中。

The above frames the situation into a Job Story. It can be fleshed out by providing more situational context – such as when and where it’s being filled out (e.g. at home or at the dealership) – and anxieties each party will have about having and viewing a profile.

以上将情况描绘成一份工作故事。可以通过提供更多的情境背景（例如在什么时间和地点填写（例如在家里或在经销商处））以及每个聚会对于拥有和查看个人资料的焦虑来加强。

## Create a solution which resolves that Job Story 创建解决该作业故事的解决方案

To resolve the job, the team decided how the profile view should be designed. Too little information and the profile view won’t solve the original job, and too much information could have negative effects. So the team decided:

为了解决这个问题，团队决定了配置文件视图的设计方式。太少的信息和个人资料视图不会解决原来的工作，太多的信息可能会产生负面影响。所以团队决定：

1. When the customer uses the product, the salesperson’s profile view would always be visible (to ease customers’ anxieties about not being physically with the salesperson). 当客户使用该产品时，销售人员的个人资料视图将始终是可见的（以缓解客户对于不与销售人员实际上的忧虑）。
2. The profile would have a picture of the salesperson, job title, cars sold and years at the company (to ease customers’ anxieties about whether the salesperson is reputable and can be trusted). 该简介将有销售人员，职称，销售的汽车和公司年数的图片（以缓解客户对销售人员是否有信誉和可信赖的担忧）。
3. The profile view will enable easy ways for the customer to get in touch with the salesperson, such as their phone number, email address, and a button saying “Ask \[salesperson] a question” (to ease customers’ anxieties about filling out the form incorrectly). 个人资料视图将使客户能够轻松地与销售人员联系，例如他们的电话号码，电子邮件地址以及“询问\[销售人员]问题”的按钮（以缓解客户对填写表单的担忧）不正确地）。

Here is an example of a solution: 以下是一个解决方案的示例：

![](http://d.pr/i/jUfgH9+)

Here is a breakdown of the UI – the job each UI element is doing, and what situation(s) it’s resolving. 以下是UI的细目 - 每个UI元素正在做的工作以及它解决的情况。

![](http://d.pr/i/SGZve1+)

We’re now left with a product in which every element can be traced back to resolving a job: ensuring the customer feels safe when exposing personal information.

我们现在留下了一个产品，其中每个元素都可以追溯到解决工作：确保客户在暴露个人信息时感到安全。

## Design for real people, design for causality 为真人设计，设计为因果关系

Designing successful products means observing how real people solve problems now, exploring the context of the situation they are in, and then understanding causality, anxieties, and motivations.

设计成功的产品意味着观察现实人们如何解决问题，探索他们所处的境况，然后理解因果关系，焦虑和动机。

Abstracted attributes and coupling implementation with motivations and outcomes are distractions for a team. If the team digs deep and learns about a customer’s Job-to-be-Done, they craft solutions more effectively. And using Job Stories to design products is one of the best ways to do it.

抽象属性和耦合实现与动机和结果是一个团队的分心。如果团队深入了解客户的“Jobs-to-be-Done”，他们就能更有效地制定解决方案。使用工作故事来设计产品是最好的方式之一。


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter:

```
GET https://beta-book.gitbook.io/job-to-be-done/designing-features-using-job-stories.md?ask=<question>
```

The question should be specific, self-contained, and written in natural language.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.