JTBD Discovery Techniques

Use when conducting interactive discovery conversations to uncover jobs users are trying to accomplish. Adapted from Bob Moesta's Switch interview methodology for AI-guided feature discovery, the user describes their situation, Luna extracts forces and jobs through structured questioning.

Four Forces Extraction

Map user responses to Four Forces of Progress. Each force has characteristic language patterns to listen for and prompts to surface them.

Force 1: Push of Current Situation

User says: "I'm frustrated that..." | "It keeps breaking when..." | "I waste so much time on..." | "The last straw was when..."

Prompts:

• "What's your biggest frustration with how things work now?"
• "Tell me about the worst experience with the current approach."
• "What finally made this intolerable?"
• "What triggered this request, was there a specific incident?"

Force 2: Pull of New Solution

User says: "I want to be able to..." | "I imagine being able to..." | "My colleague said it could..." | "I need it to..."

Prompts:

• "What would the ideal outcome look like?"
• "What could you do that you can't do now?"
• "What specific capability excites you most about this?"
• "If this worked perfectly, what would change in your workflow?"

Force 3: Anxiety of New Solution

User says: "I'm worried that..." | "What if it doesn't..." | "I'm not sure I can learn..." | "The risk is..."

Prompts:

• "What concerns do you have about this new approach?"
• "What could go wrong that would make you regret this change?"
• "What would need to be true for you to feel safe adopting this?"
• "Is there anything that almost made you not request this?"

Force 4: Habit of Present

User says: "I'm used to..." | "At least with the old way, I know..." | "I've already invested..." | "My team is comfortable with..."