dcode:jtbd-prd-frame

JTBD PRD Frame

Reframe feature definitions around the user's job, not the feature itself.

For designers who think: "We're building a referrals page... but what is the agency actually trying to do?"

Core Principle

Every feature exists to help a user complete a job. If the PRD describes the feature without naming the job, the team will build what was specced instead of what's needed. Frame the job first, then define the feature as the means to get it done.

When to Use

• Starting a new feature or epic
• Writing or reviewing a PRD
• Scoping a redesign or restructuring (like IA work)
• Evaluating whether a feature belongs in section A or B
• Any conversation about "where should this live?"

The Framework

1. Name the Job

Ask: "When the user comes here, what are they trying to get done?"

Not what the feature does. What the user is hiring it for.

2. Write the Job Statement

Format: [When I'm...] [I want to...] [so I can...]

Examples:

• "When I'm onboarding a new client, I want to send them a referral link so I can earn commission and they get set up."
• "When I'm reviewing my portfolio, I want to see which sites need attention so I can prioritize my morning."

3. Reframe the PRD

Replace feature-centric language with job-centric language:

4. Test Placement

When deciding where a feature lives in the product:

Ask: "What job does this do for the user?" Not: "Which team owns it?"

This is how governance works. If two teams want top-level nav space, the answer isn't politics. It's: "What job? Does that job already have a home?"

Instructions

When given a feature idea or PRD:

1. Identify the job. Read the spec. Ask "what's the user trying to get done?" If it's not stated, ask the user.
2. Write the job statement. [When I'm...] [I want to...] [so I can...]
3. Reframe the spec. Replace feature-centric titles, problem statements, and success metrics with job-centric ones.
4. Check placement. Does this job already have a home in the product? If yes, nest it there. If not, is it a new job worth a top-level section?
5. Output the reframed PRD with the job statement at the top.

When reviewing an existing PRD:

Flag any section that describes the feature without naming the job. Suggest a reframe.

Common Mistakes