... we’re working with Clay Christensen’s Jobs framework for product design. We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome:

When _____ , I want to _____ , so I can _____ .

For example: When an important new customer signs up, I want to be notified, so I can start a conversation with them.

This gives us clarity. We can map this Job to the mission and prioritise it appropriately. We can see what components in our system are part of this Job and the necessary relationships and interactions required to facilitate it. We can design from the top down, moving through outcome, system, interactions, before getting to visual design.

Paul Adams.