Recognise the motivations and needs of customers during their online shopping experience
Stby partnered with an international online retailer to develop a Jobs-to-be-Done (JTBD) framework, tailored to our client’s way of working, to understand customer motivations and needs throughout the online purchase journey. The project involved customer research to inform, iterate, and illustrate the JTBD framework, as well as the involvement of key stakeholders. To support teams with their collaboration, one of the objectives was also to create a shared language.
The research focused on understanding customer motivations to use and remain on the brand website (mobile and desktop) and app. The project also explored the various triggers for customers to make a purchase, to give the JTBD statements depth and context.
Foundational research to drive strategic decisions
In order to develop a framework tailored to our client’s way of working, we used a foundational approach, focusing on the needs of people beyond the current services that this brand offers. Online interviews gave us insight into purchase experiences and stories from customers in Europe, the UK and the US. We translated these stories into JTBD statements.
The JTBD statements were clustered to identify similarities in needs, triggers, motivations and desired outcomes to drive strategic decisions. The JTBD clusters were mapped across a customer journey and a needs hierarchy to add context and understanding. The needs hierarchy was based on Maslow’s hierarchy of needs. The project included stakeholder workshops to discuss and validate the findings.
A framework for identifying opportunities
We delivered a JTBD framework for both research and product teams, populated with insights from customer research to inform, iterate and illustrate the output.
The project deliverables were intended to drive strategic decisions, generate opportunity areas, and identify project applications, helping our client to refine products, identify unmet needs, and design better customer experiences.
The project provided a deeper understanding of customer needs and motivations, informing more targeted solutions and improved customer satisfaction.
