JTBD Canvas Workshop checklist: preparation, discovery, and activation phases

This checklist covers the full JTBD Canvas Workshop process across three phases: Frame (preparation), Discover (interviews and analysis), and SPIN (synthesis and activation). Based on Jim Kalbach’s Core JTBD Process from The Jobs to Be Done Playbook.

Before: Frame phase (days 1-3)

Define the playing field in plain language: “We are in the business of [verb + object]”
List all stakeholders in the domain and select the primary job performer
Define the main job: [verb] + [object] + [clarifier], solution-independent
Identify 3-5 related jobs and 2-3 aspirations
Generate a hypothesis job map (using AI + team knowledge + SME input)
Prepare the JTBD Hypothesis Canvas template (Miro, FigJam, or physical board)
Recruit 8-12 job performers for interviews (diverse contexts, not just current users)
Brief the interview team on JTBD probing techniques (no checklist — conversation guide)

During: Discover phase (weeks 1-2)

Conduct 8-12 qualitative interviews using the hypothesis job map as a guide
Transcribe each interview within 24 hours (Otter.ai or equivalent)
Extract JTBD elements per interview: job steps, success criteria, emotions, circumstances
After every 3-4 interviews, review extracted elements — refine the job map if needed
Consolidate all elements across interviews: remove duplicates, standardize format
Count frequencies: which steps/criteria/emotions appear in most interviews?
Prioritize: top 2-3 struggle steps, top 5-10 unmet success criteria, dominant emotions, key circumstances

After: SPIN phase (days 2-3)

Write 5-10 job stories combining prioritized elements
Share job stories with the broader team for validation and discussion
Generate “How Might We” statements for each priority job story
Run activation workshop: pain-matching matrix, opportunity solution tree, or value proposition canvas
Document decisions: which opportunities the team will pursue and why
Integrate job stories into sprint backlog, PRDs, or roadmap artifacts
Schedule canvas review in 3 months to update with new evidence
Archive the full canvas, extracted data, and interview recordings for future reference