JTBD for traveling arrangements digital product
The research focuses on understanding user behavior, needs and expectations regarding the purchase of one top market traveling arrangement digital product on the online store platform during user's trip planning. The main goal is to understand users mindmap, what are actions they intuitively expect to see and be able to during while using a service, to shape the product-market fit.
Client
Private
Role
UX Researcher, Moderator
Date
April 2024
Industry
Traveling arragements
Project overview
Defining jobs to be done
This research aims to define user Jobs-to-be-Done (JTBD), identify key moments in the user flow, address user inquiries during the purchasing process, and explore user expectations and perceptions. Additionally, it seeks to decrease user loss and reduce the abandonment rate on the Home and Product Detail Pages by redesigning the purchasing flow and implementing a new component for efficient purchase detail selection.
Image source: theproductmanager.com
My role
UX Researcher and Moderator
Due the big size of this particular project I worked with another UX researcher, and a Data Analyst that helped us to analyzed more detailed data.
Project Context
Under what context did the project started?
It's necessary to rethink the user flow in the e-commerce store and the app. Through hypotheses, the research anticipates that addressing specific user needs will reduce user loss, and implementing personalized features will increase sales.
Client's Context
What was the company's situation?
This company sells a product related to travel arrangements but they don't know how and in which moment of the travel planning the purchase is happening, and in which part of those decision their product is involved. Understanding how user do their travel planning is the special key to boost sales, also it is important to know what do they think, feel and do during those moments? In order to design a new experience that fits users needs.
Project Impact
Focused on enhancing features to genuinely address customers' core motivations and needs. Understanding how users do their planning is the special key to boost sales, helping us to tailor the company's offer more precisely, making the experience feel relevant and valuable, also we are open to find new innovation opportunities.
Roadmap
Planning
Prototyping
Design workshop
Recruitment
Interviews and workshops
Analysis
Reporting
Research Planning
Hypothesis
With a new flow and information on the benefits we can give the user more confidence and therefore increase the possibility that the user completes the purchase, because they feel safe and are clear that we are solving their need.
By addressing specific user needs (JTBD) and guiding them step by step through their purchase, we believe we can reduce user loss in the sales funnel.
Challenges and Goals
Define the Jobs-to-be-Done of users purchasing when planning their trip in order to redesign the purchasing flow and reduce user loss on the Home and product detail pages.
Redesign the purchasing experience to an ideal one that caters to user needs, making the process feel more natural, intuitive, and emphasizing the value proposition.
Success Criteria
Find relevant insights and valuable information that leads the company to design innovative solutions that increases the effectiveness of the purchasing process.
It's necessary to discover: When is the momentum for users? What is important for them in that moment?
Report presentation slide
Methodology
Research Execution
Strategy
Questions to solve:
What are the JTBD for the users?
What are the important “moments” for users?
What are the questions that users want to see answered in the store?
Why did a user start looking for the product? What was the trigger?
Why did a user purchase an this kind of product for the first time?
How do a users search for their solution?
Things we needed to know:
Push of the situation: What was it about their particular situation that led them to look for the product?
Pull of the situation: What was trigger about the company's solution that made them want to try it?
Habits holding them back: What habits do they have that may prevent them from trying a competitor?
Anxieties of the new solution: What anxieties did they have about trying or using the product for the first time?
Image source: online workshop activity with users
Sample and segmentation
Desired outcome
Analysis and synthesis process
Excesive amount of qualitative data!
The raw data ended being:
505 user annotations
+14 hours of recording time
I connected the findings of what were trying to accomplish in those “moments” to define the jobs. We debrief the notes after every session with each user, clusterized all comments, reactions and behaviors, and we classified them into different categories and subcategories, in this order:
Gather and Synthesize Raw Data
Identify Patterns
Frame the JTBD Statement
Analyze Obstacles and Pain Points
Analyze Thoughts and emotions
Prioritize Jobs and categorize them
Validate Insights
Image source: example of jobs to be done in this context
Project Deliverables
Definition of jobs to be done
We defined the 3 big moments of users before and during their decision-making process and we designed an user journey map, with the core job, little jobs and micro jobs. Also we identified their thoughts, emotions, tools they use and pain points during each moment. I designed a visual representation of all Jobs (core, little and micro) in a comparison chart.
JTBD journey map
We identified and represented the crucial moments that need to be improved, as big insights about the principal doubts users mostly present when they are taking their purchase decision and stops them from purchasing, it helped us clarify common doubts that users have before buying in the store, also helped to create a more effective marketing and target messaging to attract leads.
Image source: user journey purchase process
Sharing and activation.
My storytelling methodology
Present the JTBD Framework: I used a clear and visual format to showcase the insights dividing them into: big job, little jobs and micro jobs. Also specifying the thoughts, emotions from users in each moment and the tool or mindset they needed to accomplish their goals.
Show the Research Insights: I presented quotes, stories, or personas from the live sessions recordings to bring the jobs to life.
Connect JTBD to Business Goals: selling this NEW methodology to the company (because it ws my idea hehe) addressing JTBD can: Increase revenue, Improve customer satisfaction and enhance operational efficiency.
Next steps and Recommendations
Develop Solutions
Prioritize Key Jobs: Focus on jobs with the highest potential to drive faster results and identify jobs that are not adequately fulfilled by existing solutions.
Identify Quick Wins and Long-Term Opportunities: focus on easy-to-implement changes that immediately address critical customer frustrations
Refine existing features: Align current products or services more closely with user jobs.
Image source: report presentation slide
Research Impact
Understanding JTBD significantly boosted self-service rates in the pre-purchase phase by 26%, exceeding the initial 20% anual target within just six months. This progress has greatly reduced the load on customer support, allowing agents to focus more effectively and improving customer satisfaction through shorter wait times. It also strengthens the company's reputation. We have also increased 29 points in the Self-Management CSAT Satisfaction (EN & ES Customer Satisfaction)
Reflections and learnings
This project is closely related to the user personas internal project, and and it is a first approach to the main objectives that users want to achieve by purchasing the product. It is necessary to run this specific research more deeply with the principal markets (Americas, Europe, Asia) also I think it would be really insightful to know what kind of trip they were planning when they decided to buy it, if it is it a family trip, a friend’s trip, or a business trip?
