Process
The five moments of a JTBD timeline interview
The key moments a Jobs to Be Done timeline interview reconstructs, from the first thought of change to the first days of use. Interviewers usually start at the purchase and work backward through each moment, asking what people were doing, who was involved, what they felt and what nearly stopped them. Use it as a map while you run the interview and when you code transcripts.
Where this appears
What's in this process
- First thought: When did the idea of changing first come up, and what triggered it?
- Passive looking: When did they start noticing alternatives without searching?
- Active looking: When did they start deliberately evaluating options?
- Decision: What tipped them over the edge to commit?
- First use: What was onboarding like, and did it deliver on the promise?
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/jtbd-timeline-interview-five-moments"><img src="https://www.koji.so/visuals/jtbd-timeline-interview-five-moments/jtbd-timeline-interview-five-moments.png" alt="Process showing the five moments of a Jobs to Be Done timeline interview: first thought, passive looking, active looking, decision and first use." width="1200" height="792" /></a>
<p>Source: <a href="https://www.koji.so/visuals/jtbd-timeline-interview-five-moments">The five moments of a JTBD timeline interview</a>, Koji</p>
