What it is
Reframes requirements around the progress customers seek, not features. Anchors prioritization to outcomes and makes feature debates settle faster.
Concrete example
“When a new job is booked, field owners want to schedule and confirm with the customer in under 2 minutes to avoid no-shows.”
When to use it
When the backlog is full of features but light on outcomes, or when discovery has surfaced themes that need sharper framing.
What Product Joi delivers
5–10 JTBD statements per persona, ranked by frequency and importance, each linked to current performance and opportunity score.
Turnaround
48 hours
Format
Decision-first doc
Reviewed by
Senior product lead