JTBD Canvas Instructions

Use this canvas to clarify what your customer is really trying to accomplish — not just what they’re buying. JTBD helps you uncover functional, emotional, and social drivers behind decision-making and product usage.

How to Use:

  1. Choose a customer segment or persona.
  2. Focus on one core job (e.g. “Evaluate new tools for my team”).
  3. Complete each section of the canvas.
  4. Use the outputs to shape your messaging, product features, onboarding, and campaigns.

Use this space to capture quotes, observations, and insights.

Customer Segment

Persona/Segment Name
Context Where, when, or why this job arises
Examples Specific situations or triggers

Core Job to Be Done

“When [situation], I want to [job], so I can [outcome].”

Job Statement

xx

Functional Jobs

What tasks or outcomes is the customer trying to achieve?