Content Design London

User stories and job stories

Published 23 July 2017, by Sarah Winters in Content Design Content Process Users.

User stories and job stories are ways of capturing what a user wants to do. They are often written on little cards and stuck up on the wall so that the whole team can understand the user’s perspective.

User stories

A user story is an idea borrowed from agile software development. It’s a way of pinning down what the team need to do, without telling them how to do it. User stories help you narrow your focus. Each one describes a need.

A user story looks like this:

As a [person in a particular role] I want to [perform an action or find something out] So that [I can achieve my goal of…]


As a householder living near a proposed fracking site I want to know what effect fracking has on nearby households So that I can make a decision about moving home

It doesn’t matter if you have a long list of very fine-grained user stories – the more you can break down your work into small chunks, the better. Writing user stories gives your team clarity about the work they need to do, and a useful todo list of tasks.

Job stories

User stories are great if you have a number of different audiences who might all want to consume your content. But there’s an alternative to user stories that might be better if you only have one audience, and that’s job stories.

Job stories always start with:

When [there’s a particular situation] I want to [perform an action or find something out] So I can [achieve my goal of…]

For example:

When I am writing a report about fracking I want to get as much data as possible So I can write a comprehensive report

User stories or job stories?

Different organisations use different story methods.

Job stories are a better choice if you only have one audience to deal with. You know you need to switch from user stories to job stories if every single user story you write begins with the same thing. If you’re writing ‘As a shopper, I…’ at the beginning of every user story, switch to job stories.

If you have multiple audiences, each of which has different needs for different kinds of content and different levels of detail, you may find user stories better.

This is a shortened example taken from my forthcoming book: Content Design, due out this summer.

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