These prompts support four key steps in a JTBD Canvas Workshop: generating a hypothesis job map before interviews, extracting JTBD elements from interview transcripts, writing job stories from prioritized findings, and preparing activation workshop materials. Each prompt follows Jim Kalbach’s JTBD Toolkit methodology and works with any LLM.
Prompt 1: Generate a hypothesis job map and canvas
I am preparing a JTBD Canvas Workshop for the following context:
- Playing field (domain): [describe the domain in plain language, e.g., "helping small business owners manage their finances"]
- Job performer: [describe who executes the job, e.g., "small business owner who handles their own bookkeeping"]
- Main job: [define the job in verb + object + clarifier format, e.g., "track business income and expenses to prepare accurate tax filings"]
Your task:
1. Create a hypothesis job map with 12-20 steps organized chronologically. Use the universal framework: Plan, Prepare, Execute, Monitor, Modify, Conclude. Each step should be a sub-job in [verb] + [object] format.
2. For each step, propose 3-5 success criteria in the format: "[direction: minimize/increase/reduce the likelihood of] the [metric] it takes to [object of control] [contextual clarifier]"
3. Suggest 8-12 likely emotions the job performer experiences across different steps (positive and negative).
4. List 10-15 circumstances that change how the job is done (e.g., "when doing this for the first time," "when under time pressure," "when the amount is large").
5. Identify 3-5 related jobs (other goals at the same level).
6. Suggest 2-3 aspirations ("be" goals — who the performer wants to become).
Format the output as a canvas with clear sections. This is a hypothesis to be validated through interviews, not a final output.Prompt 2: Extract JTBD elements from interview transcripts
I am analyzing an interview transcript from a JTBD Canvas Workshop. The interview is with a [role/type of participant] about the job of [main job definition].
Your task:
1. Read the transcript and extract findings into four categories:
- **Job steps:** actions the participant takes in chronological order. Format: [verb] + [object]. Expected: 10-15 per interview.
- **Success criteria:** how the participant measures success at each step. Format: "[direction] the [metric] it takes to [object] [clarifier]". Expected: 15-25 per interview.
- **Emotions:** feelings expressed at different points. Note the step where each emotion occurs. Expected: 5-10 per interview.
- **Circumstances:** situational factors that change how the job is done. Format: "When [condition]..." Expected: 5-8 per interview.
2. For each extracted element, cite the exact quote from the transcript.
3. Flag any moments where the participant described something surprising, illogical, or contradictory — these often signal the biggest opportunities.
4. Note which steps the participant described as hardest, most frustrating, or most time-consuming.
Rules:
- Success criteria must be measurable and solution-independent.
- Job steps must not reference specific tools or products.
- Emotions should use specific words (not just "frustrated" — was it "anxious," "overwhelmed," "confused"?).
Transcript:
[paste transcript here]Prompt 3: Write job stories from prioritized elements
I have completed the analysis phase of a JTBD Canvas Workshop for the job of [main job definition]. Here are my prioritized findings:
Top 3 struggle steps:
[list steps]
Top 10 success criteria (unmet):
[list success criteria]
Dominant emotions:
[list emotions]
Key circumstances:
[list circumstances]
Your task:
1. Write 5-10 job stories combining these elements. Use the format:
"When [circumstance + situation], I want to [progress/outcome from success criteria], so I can [aspiration or expected result]."
2. For each job story, suggest a "How Might We" statement that reframes the pain point as a design challenge.
3. Rank the job stories by potential impact: which ones, if solved, would most change the job performer's experience?
4. For the top 3 job stories, suggest what kind of solution would address them (without specifying a product — describe the capability needed).
Job stories should be written in natural language, understandable by anyone on the team without JTBD training.Prompt 4: Prepare workshop activation materials
I am facilitating the activation phase of a JTBD Canvas Workshop. The team has agreed on [N] priority job stories.
Here are the job stories:
[paste job stories]
Here is our current product's capability summary:
[describe what the product currently does]
Your task:
1. Create a pain-matching matrix: rows = top 5 unmet needs (from job stories), columns = current product capabilities. Score each cell: strong match / partial match / gap / not applicable.
2. For each gap, suggest 2-3 opportunity directions (not solutions — describe what capability is missing).
3. Draft an opportunity solution tree connecting:
- Business goal (top level)
- Customer opportunities (from job stories)
- Solution hypotheses (for each opportunity)
- Experiments to validate (for each hypothesis)
4. Prepare 3 discussion questions for the team workshop that will help them decide which opportunities to pursue first.