Beyond Features: Using the "Jobs to Be Done" Framework to Build Better Extensions

As developers, it is easy to fall in love with the "what" of our creations—the clean code, the clever algorithms, and the UI elements. However, building a commercially successful SketchUp extension requires shifting focus from what you are building to why a user needs it.

Based on a recent presentation by Andrew, a Product Manager at SketchUp, this article explores the "Jobs to Be Done" (JTBD) framework. This strategy can help you understand your competition, prioritize features, and market your extension more effectively.

The Core Concept: Hiring a Product

The fundamental idea behind the JTBD framework is simple: customers "hire" a product, software, or service to do a specific job.

Often, the job the customer is trying to get done is different from what you think your product does. The closer your extension gets to fulfilling that specific job, the more valuable it becomes. Conversely, if your product leaves the user to do extra work to finish the job, you risk losing them.

The "What" vs. The "Why"

To understand this distinction, look at historical examples of companies that focused too much on the "what" and lost sight of the "why":

• Kodak: They obsessed over the quality of their film and cameras (the "what"). However, their customers’ actual job was to share memories with friends and family. Digital cameras eventually did that job better and faster, disrupting Kodak’s business.

• Blockbuster: They believed their value lay in the experience of browsing a store (the "what"). In reality, customers hired them to relax and watch a movie at home. Netflix realized this and removed the friction of the store entirely.

As Charles Revson of Revlon famously said, "In the factory we make cosmetics. In the store we sell hope". If you are an extension developer, you must identify the "hope"—or the core goal—your users are trying to achieve.

Identifying Your Competition

When you view your extension through the lens of a "Job to Be Done," your understanding of competition changes. You aren't just competing against other plugins; you are competing against any method used to solve that problem.

• The Commuter Example: A commuter’s job is "alleviate boredom while on the way to work." In the past, they hired a newspaper. Today, they hire a smartphone. The phone wins because it is less intrusive and carries more information, but the job itself hasn't changed.

• The Design Example: If a user’s job is "visualize a design with context" to get client approval, your competition might be Photoshop, a physical site visit, or even a cardboard model.

If you understand that your competition includes manual workflows or completely different tools, you can design your extension to be the most efficient, pain-free way to get that specific job done.

Practical Application: The "Add Location" Case Study

To illustrate how this applies to SketchUp development, consider the native "Add Location" feature.

The Feature-Centric Approach

If a developer describes "Add Location" by focusing on the what, it sounds like a manual: "You click the button, choose a location like Lizard Point, select 2D or 3D, pick satellite imagery, and import the site context". This explains how to use the software, but it doesn't explain why it matters or how it helps the user.

The Job-Centric Approach

A job-focused description speaks to the user's struggle: "You have a design, and your customer is worried about whether the building fits into the environment. You need to tell a story about the context to get sign-off. Add Location allows you to bring that context into SketchUp so the client can instantly see that the design is appropriate".

Uncovering Hidden Jobs

By surveying users, the SketchUp team discovered that "Add Location" wasn't just for visualization. Users were hiring the feature for distinct jobs, including:

1. Sun Impact Studies: Ensuring correct shadows and sun exposure for code compliance.

2. Site Logistics: determining cut-and-fill balances for construction.

3. Project Coordination: Seeing how multiple buildings relate to one another in a master plan.

Understanding these distinct jobs allows a developer to prioritize features. For example, realizing users were struggling to align the north arrow for shadow studies led to specific UI improvements that made that specific "job" easier.

Turning Pain into Value

Once you identify the jobs your users are hiring your extension to do, look for the "pain points."

• High Pain = High Opportunity: If a job is currently difficult, expensive, or slow, and your extension makes it easy, you have created immense value.

• The V-Ray Example: V-Ray succeeded because it "democratized" high-end rendering. Before V-Ray, the job of "creating a high-end presentation" required expensive hardware and niche expertise. By removing the pain of high costs and hardware requirements, they unlocked value for a massive audience.

How to Find the Jobs

Don't guess—ask. When SketchUp switched from emailing surveys (which had a ~1% response rate) to using in-app surveys asking simply, "What are you here to do today?", response rates jumped to 38%.

Conclusion

To build an effective SketchUp extension, try to stop thinking like an engineer for a moment. Instead of listing features, ask yourself:

1. What is the specific progress (job) my user is trying to make?

2. What "pain" are they currently experiencing while trying to do that job?

3. Does my extension remove that pain better than the alternatives (including Excel, manual drawing, or physical models)?

If you can answer those questions, you won't just be building code; you'll be building a product that users need to hire.