In the Jobs To Be Done (JTBD) framework, a “job” is the progress a person wants to make in a given situation. This concept goes far beyond product features – it’s about the underlying reasons someone “hires” a product or service to solve a problem, fulfill a need, or achieve an outcome. These jobs come in three broad categories:

1. Functional Jobs

What users want to do – their practical goals. For example, “book a flight,” “track my fitness,” or “order lunch quickly.”

2. Social Jobs

How users want to be perceived – often tied to identity or status. For example, “look tech-savvy among coworkers” or “be seen as environmentally responsible.”

3. Emotional Jobs

How users want to feel – internally driven motivations that influence behavior. These might include emotions like feeling confident, reassured, productive, or even in control. Emotional Jobs are often less visible but deeply impactful. They reflect the human side of user needs — beyond simple task completion.

Examples of Emotional Jobs in UX

• “I want to feel confident that I’m choosing the right product.”
• “I need to feel calm and in control when managing my finances online.”
• “I want to feel secure while sharing personal information.”
• “I need to feel valued and not overwhelmed when asking support questions.”

These Emotional Jobs are crucial because they often determine whether a user sticks around, completes an action, or becomes a loyal customer.

Identifying Emotional Jobs in Practice

UX research – especially user interviews, ethnographic studies, and observational testing – can uncover emotional jobs by revealing patterns in tone, hesitation, or indirect feedback. If a user says, “I just want to make sure I don’t mess this up,” they’re not just concerned with the interface flow – they want to feel capable, reassured, and supported. Using JTBD in UX design is not about guessing how users feel. It's about listening, observing, and connecting the dots between what users say, do, and feel. Emotional Jobs may not always be voiced directly, but when surfaced, they can point toward design improvements that foster trust, ease, and loyalty. In short, Emotional Jobs describe the feelings that accompany a user’s experience – and, when recognized and addressed, they can unlock more effective and human-centered design decisions.

User experience isn’t just about usability – it’s about how people feel while interacting with your brand. Emotional design plays a central role in shaping those feelings. When your digital product resolves a user's emotional job, it doesn’t just work well – it feels right. Addressing Emotional Jobs in UX design contributes to:

Greater User Loyalty

People tend to stick with brands that make them feel understood. If your app helps someone feel competent and in control, they’re more likely to return, recommend it, and even form an emotional connection with your product.

Reduced Friction Along the Customer Journey

Emotions like frustration, confusion, or overwhelm are red flags in any customer journey. By incorporating emotional design, you reduce these pain points and create a smoother experience end to end.

More Meaningful Product Differentiation

Let’s face it – many apps or services meet similar functional needs. What sets great UX apart is how it makes users feel. That edge can come from addressing emotional needs others may miss.

A Practical Example

Consider a budgeting app. Functionally, it helps users track expenses. But emotionally, a well-designed budgeting tool helps people:

• Feel in control of their financial future
• Reduce anxiety about overspending
• Feel accomplished by meeting savings goals

By recognizing those emotional drivers, the design might include positive reinforcement messages, gentle nudges, or simplified dashboards – all of which can help fulfill those less tangible Emotional Jobs.

From UX Research to UX Strategy

UX research for emotional jobs helps you go beyond basic usability testing. With open-ended interviews, diary studies, or in-context observation, you can capture subtle feedback that exposes unmet emotional needs. These insights can then be woven into UX strategy by informing design principles, tone of voice, and user flows aligned with how people want to feel.

Connecting Emotion to Measurable Outcomes

While Emotional Jobs may sound soft, they are tied to real business metrics. Brands that design for emotional resonance often see improvements in: - Conversion rates (by building trust and reducing hesitation) - Retention (by making users feel confident and supported) - Referral and advocacy (people love to recommend products that ‘just get them’) Designing for Emotional Jobs in UX isn’t about adding extra features or flashy visuals. It's about understanding user needs at their core – both functional and emotional – and responding with empathy and purpose. Whether you’re creating an app, a website, or a complete digital journey, keeping Emotional Jobs in focus can elevate your entire user experience.

When we think about user experience (UX), it’s easy to focus on the functionalities – what users are trying to do. But emotional jobs often drive these actions behind the scenes. Emotional jobs are the needs tied to how people want to feel before, during, or after an experience. Recognizing these emotional needs is just as important as delivering speed, convenience, or accuracy.

Let’s create clarity by exploring common emotional jobs that show up in digital experiences, along with real-world examples that reveal how these needs influence behavior.

Emotional Jobs Found in Everyday UX Scenarios

• Feel confident making a decision: Online shoppers often seek reassurance (reviews, guarantees, expert opinions) to feel confident before making a purchase.
• Feel valued and seen: Subscription-based apps that personalize greetings or recommend actions based on behavior help users feel recognized.
• Feel secure and in control: Banking apps that allow users to freeze cards instantly or see spending categorized create a sense of control and emotional safety.
• Feel productive and accomplished: Task management tools often use visual progress indicators and encouraging microcopy to help users feel productive.
• Feel inspired or uplifted: Wellness and fitness apps design content to boost mood or foster motivation – supporting deeper emotional needs.

By recognizing these emotional jobs, UX teams can move beyond the obvious. For instance, someone using a budgeting tool isn’t just trying to track expenses – they may be seeking a sense of accomplishment or reducing financial stress. Designing for emotional needs identifies what success truly means to the user, not just what they're doing within the interface.

This is where the Jobs To Be Done (JTBD) framework becomes transformative. It helps teams articulate user needs with greater depth, aligning interface development with the reasons users choose a product in the first place. When we understand emotional jobs, we can design digital experiences that resonate more deeply and keep users engaged.

Understanding emotional jobs in UX starts with getting closer to your users – not just what they do, but what they value, fear, and hope for. Identifying emotional jobs takes a mix of observation, conversation, and thoughtful analysis. It’s less about guesswork, more about uncovering patterns beneath behaviors.

Start with Empathy-Driven UX Research

UX research for emotional jobs goes beyond traditional usability testing. To uncover emotional drivers, consider techniques such as:

• In-depth interviews – Ask users to describe how certain tasks make them feel or what success means emotionally, not just functionally.
• Customer journey mapping – Plot highs and lows throughout their journey to reveal emotional gaps or pain points.
• Diary or ethnographic studies – Observe how users behave naturally over time and what emotions they express in real situations.

Use the JTBD Framework to Clarify Emotional Needs

The Jobs To Be Done framework provides structure. For every task a user tries to accomplish, there’s usually a functional job (the “what”) and an emotional job (the “why”). Try asking:

“When users are doing this, how do they want to feel – and what are they trying to avoid feeling?”

For example, someone using career development software might want to feel proud, not overwhelmed. Realizing that pride is the emotional job shifts how a UX team might design flow and feedback.

Prioritize Emotional Jobs That Align With Business Goals

Not all emotional jobs are created equal from a UX strategy perspective. To decide what to act on first, consider:

• Frequency – Is the emotional need tied to a key moment in the customer journey?
• Impact – Will satisfying this emotional job improve loyalty, retention, or brand perception?
• Feasibility – Can this emotional job be addressed through design within your current resources?

Tools like prioritization grids or empathy maps can help map out these answers in tangible ways. Ultimately, aligning emotional design priorities with both user value and business impact makes decision-making more strategic and human-centered.

Once emotional jobs are clearly defined, the next step is bringing them to life within your actual designs. This involves weaving empathy into every interaction – from microcopy to motion, layout to logic. More than just aesthetic choices, this is about enhancing the overall user experience by answering invisible emotional needs at every turn.

Translate Emotional Needs Into Design Decisions

Here’s how UX teams can intentionally design for emotional jobs:

• Microcopy that reassures: If users need to feel confident, use success messaging (“You're all set!”) or guidance copy (“Don't worry, you can edit this anytime”).
• Visual cues for control: Use well-placed toggles, feedback animations, or undo actions to support jobs like ‘feel secure’ or ‘feel in control.’
• Tone and branding that aligns emotionally: If your audience seeks a sense of calm, consider soft animations, clean layouts, and a warm tone of voice.
• Celebration moments: Supporting ‘feel accomplished’ through milestone badges or congratulatory messages builds a rewarding experience.

Even subtle UI elements can add emotional value. Celebratory haptics, affirming colors, or meaningful personalization can transform a task from “done” to “felt right.”

Design Seamlessly Across the Customer Journey

Emotional jobs aren’t isolated to one screen – they span the entire customer journey. To integrate them effectively:

• Identify key emotional moments: Look at onboarding, decision points, errors, and success states. These are often emotionally loaded.
• Maintain consistency: The emotional tone of the interface should remain coherent from site to service, app to email.
• Build feedback loops: Let users feel heard by adapting interfaces over time (e.g., “Because you liked this tip…” messages or predictive prompts).

Great emotional design doesn’t overload the user – it supports them. Prioritize clarity, calm, and confidence to deliver a seamless journey that feels intuitive and thoughtful from beginning to end.

By applying the JTBD framework across platforms, UX strategy becomes less about feature checklists and more about connection. That’s how you build lasting user relationships – not only satisfied, but truly seen.