Jobs-to-be-Done: Hiring Mobile Screenshots

Applying the JTBD framework to the jobs we hire mobile screenshots for.

Taking a screenshot on the iPhone is such a simple action, it’s no wonder so many people are taking more and more screenshots than ever before.

The fact remains, no-one ever takes screenshots without a some kind of intent behind it (see #3). The goal certainly isn’t to fill up our camera rolls.

Re-framing this intent using the ‘Jobs-to-be-Done’ framework we’re able to come up with a list of jobs that people frequently ‘hire’ screenshots for. What follows is a list of these jobs with example screenshots.

#1) Hiring mobile screenshots for — saving inspiration. Keeping track of inspirations for later use when the time is right to take action. The problem is, I rarely am able to find them again once saved, leaving my camera roll cluttered with screenshots as reminders that were never found again.

Frequency: OFTEN

Consideration set:

• Taking a picture.
• Creating a Bookmark.
• Emailing yourself a link.
• Not doing anything.

#2) Hiring mobile screenshots for — keeping track of quotes/snippets. Screenshots of quotes are particularly useful for sharing short snippets of information or inspiration that don’t require full-context.

Frequency: OFTEN

Consideration set:

• Re-laying second-hand information in person or on the phone.
• Sharing an article with someone via email and describing the takeaway.
• Not doing anything

#3) Hiring mobile screenshots for— showing off humble brags. Many digital moments like high-scores within video games are best expressed through screenshots.

Frequency: Sometimes

Consideration set:

• Telling someone in person or on the phone about a moment or achievement.
• Describing the moment or achievement over text or email.
• Not doing anything

#4) Hiring mobile screenshots for— saving information for offline use.

Frequency: Sometimes

Consideration set:

• Keeping the app open (frozen on the screen you want to access later).
• Printing out a copy of your screen from your desktop.
• Writing down on paper information from your screen.

#5) Hiring mobile screenshots for — saving and sharing private conversations and photos.

Frequency: ALL THE TIME

Consideration set:

• Texting a description about the conversation/photo.
• Gossiping on the phone.
• Not doing anything.

#6) Hiring mobile screenshots for — sharing in-stream or ephemeral information or evidence.

Frequency: Sometimes

Consideration set:

• Emailing yourself a link.
• Not doing anything.

So…what jobs do you hire mobile screenshots for?