ON USER ONBOARDING — STEP 2: UNDERSTANDING USERS

How Understanding User Desires Shapes Exceptional User Onboarding

Understanding the forces that drive users’ decisions for a successful onboarding experience

The 7 steps approach to user onboarding

Step 0: From First Moments to Lasting Engagement

Step 1: Building the team

Step 2: Understanding the users

Step 3: Defining success and its milestones

Step 4: Streamlining the process

Step 5: User engagement

Step 6: Iterative learning

Step 7: (B2B) Integrating “sales-coaches”

After an initial “Excite” stage, where you spark curiosity and interest in users, comes the crucial “Understand” phase. Here, you dive deep into comprehending what your users genuinely want to achieve with your product

Photo by William Hook on Unsplash

Unlocking the Magic of User Onboarding: From Hope to Transformation

When it comes to user onboarding, the allure of hope often takes center stage. However, as we peel back the layers of this intricate dance between hope and user onboarding, it becomes evident that relying solely on hope is a strategy doomed to fall short.

“Hope” refers to the positive expectation or anticipation that users have when they first sign up for a new product or service. When users decide to engage with a product, they often do so with the hope that it will improve their current situation, make their lives easier, or provide some form of benefit or satisfaction.

This hope can manifest in various ways, such as the belief that the product will solve a particular problem, enhance their productivity, entertain them, or meet a specific need they have. It’s the optimism and positive outlook that users bring when they decide to try out a new offering.

However, while hope is a powerful motivator that can drive users to sign up, it’s not sufficient on its own to ensure a successful user onboarding experience. Hope must be complemented by a well-structured and thought-out strategy that delivers on the promises and expectations that initially sparked that hope. In essence, hope is the starting point, but strategic action and a clear plan are required to fulfill those hopes and create a positive user experience.

The role of hope in User Onboarding: Turning possibility into reality

Hope is that intangible yet potent force that motivates new users when they sign up for your product.

• The belief in a brighter tomorrow: Hope, in the context of user onboarding, is the trigger that pulls users toward your product. When individuals sign up for your service, they are essentially saying, “I believe things can be better.” It’s a profound expression of optimism, a belief that their current situation can be enhanced, irrespective of whether the change they seek is monumental or minute.
• Hope as a double-edged sword: However, like a double-edged sword, hope can cut both ways during user onboarding. Users harbor specific expectations and desires when they sign up. If these hopes aren’t met, they can turn into disappointment. For instance, imagine signing up for a fitness app with the hope of losing weight quickly, only to discover that the app’s workouts are too easy, or the results take longer than expected. This dissonance between hope and reality can lead to user churn and dissatisfaction.
• The importance of understanding user aspirations: Comprehending what users aspire to achieve is paramount. Are they hoping to streamline their workflow, improve their health, enhance their knowledge, or simply find entertainment? Each user’s hope is unique, and it’s your task to turn that hope into a harmonious reality.
• Hope and expectations — A balancing act: Moreover, hope closely intertwines with user expectations. When users sign up, they carry with them certain expectations about what your product will deliver. These expectations are shaped by marketing, word-of-mouth, and past experiences. Understanding these expectations and aligning them with your product’s actual capabilities is crucial. If your product over-promises and under-delivers, hope can swiftly turn to disillusionment.
• The hopeful journey of user onboarding: Effective user onboarding, therefore, becomes a journey of nurturing and fulfilling hope. It begins by 1) communicating the value your product provides, 2) aligning it with user aspirations, and 3) setting realistic expectations. It’s about guiding users along a path where hope transforms into excitement and where the promised possibilities materialize into tangible benefits.
• Hope as the catalyst for engagement: In essence, hope is not merely a fleeting emotion during onboarding; it’s the catalyst for user engagement. It fuels that initial curiosity, propelling users to explore your product further. But remember, it’s not enough to spark hope; you must fan its flames through a well-crafted onboarding experience that aligns with user desires and delivers on promises.

When working on user onboarding, keep hope in your repertoire, but wield it with precision. Understand that it’s not just an abstract concept; it’s the foundation upon which user engagement is built. Recognize its potential to both inspire and disappoint and craft an onboarding experience that transforms hope into a lasting, harmonious reality for your users.

Deciphering user’s desired outcomes

In the grand composition of user onboarding, deciphering user desires is a foundational element that ensures your product doesn’t just attract users but retains them by fulfilling their desires. Remember, user onboarding isn’t solely about your product’s features; it’s about helping users achieve their desired outcomes. Master this art, and your product will flourish in the symphony of user success.

User desires: The heartbeat of onboarding

At the heart of effective onboarding lies an intimate knowledge of what users genuinely yearn for as they embark on their journey with your product. Their desires are the compass guiding them through your platform’s landscape, and your ability to comprehend and align with these desires is paramount.

The Cost of Misunderstanding User Desires

Failure to grasp these user desires is akin to navigating a ship without a compass. It leads not only to disappointment but also to the escalation of customer acquisition costs. When users don’t find what they’re seeking, they’re more likely to churn, forcing you to invest more resources in acquiring new customers. This cycle of misunderstanding and high acquisition costs can become a crippling burden on your product’s growth.

Understanding what users genuinely desire isn’t an optional component of user onboarding; it’s an indispensable foundation. It’s the compass that guides your product development, marketing strategies, and the entire user journey. Without this profound comprehension, every effort in user onboarding can fall flat, leading to a disengaged user base.

The Pitfalls of Misinterpreting Desires

Misinterpreting user desires is a pitfall that many products stumble into. Imagine a meal delivery service that believes its users primarily desire affordable meals when, in reality, they seek healthy options. If the service consistently offers budget-friendly but unhealthy choices, it’s misaligned with its users’ true desires, leading to churn and dissatisfaction.

Crafting a User-Centric Experience

By deciphering user desires, you pave the way for crafting a user-centric onboarding experience. It’s about not just telling users what they can achieve with your product but also showing them how to attain those outcomes. It’s the difference between providing a menu of possibilities and guiding users through a step-by-step journey toward their goals.

The User-Centric Advantage

This user-centric approach sets the stage for long-term engagement and loyalty. When users perceive that your product not only understands their desires but also actively helps them achieve these outcomes, they become not just users but advocates. They find real value in your product because it aligns with their aspirations.

Catalyzing behavior change

The evolution of user onboarding from a feature-centric approach to a life-improvement philosophy signifies improved lives, enhanced experiences, long-term benefits, higher satisfaction levels for users and user loyalty, enhanced brand reputation, deeper engagement, and improved financial performance for product creators.

It’s a transformation that transcends the digital realm, catalyzing positive behavioral change and empowering users to become the best versions of themselves. By embracing this paradigm shift, products can forge more profound and enduring connections with their user base, setting the stage for a future filled with success and personal growth.

Beyond features: The essence of user onboarding

Traditional onboarding often revolves around showcasing a product’s features, demonstrating how to navigate its interface, and explaining its functions. However, this approach falls short of delivering a lasting impact. User onboarding, at its core, is about much more than this;

It’s about empowering users to become better versions of themselves

The ultimate goal: Empowering user transformation

The ultimate aim of onboarding is to facilitate behavioral changes that lead to an enhanced quality of life for users. It’s not just about teaching them how to use your product but rather about showing them how your product can positively influence their daily routines, habits, and experiences.

In essence, the shift is from promoting product features to fostering life improvement. Consider a fitness app; the traditional approach might involve explaining how to log workouts and track calories. However, a more evolved approach focuses on motivating users to lead healthier lives, guiding them through exercises, nutrition choices, and daily routines that will genuinely make them fitter, healthier, and happier.

Think of user onboarding as akin to guiding users through the levels of a video game, at each step bringing them closer to a superior version of themselves.

The essence of this approach lies in offering users a pathway to a superior self. It’s not just about making their interaction with your product smoother; it’s about making their lives richer, more efficient, and more satisfying. Users should feel that your product is a partner in their journey to self-improvement.

The Product’s Role as a Catalyst

Your product becomes a catalyst for positive change, akin to a personal coach, guiding users toward their goals and aspirations. It’s not just about what your product does; it’s about what it enables users to do, the challenges it helps them overcome, and the successes it helps them achieve.

When users recognize that your product is not just a tool but a companion in their journey to a better self, they’re more likely to stay engaged and loyal. They form a deeper connection with your product, as it aligns with their aspirations and actively contributes to their self-improvement.

Enriching lives through user onboarding

User onboarding is an art, and like any art form, it requires a deep understanding of its audience and a commitment to creating experiences that resonate on a profound level.

Understanding pain points: The compass to enrichment

Every user comes with a unique set of challenges and pain points. Effective onboarding is about being a compassionate listener, understanding these challenges, and offering tailored solutions. For example:

• Mitigating distractions: Consider a scenario where a productivity app is onboarded to minimize distractions and boost focus. While the app could showcase its features, a more profound understanding of user needs would lead to guidance on creating a distraction-free workspace, time management techniques, and personalized strategies for increased productivity. This approach not only introduces features but significantly enriches the user’s work life.
• Nurturing better photographers: Think of a photography platform. Enhancing user experience goes beyond offering advanced camera features. It involves educating users about photography techniques, providing tips on composition, and fostering a sense of artistic growth. By doing so, the platform transforms users into better photographers, amplifying the value they derive from the product.

Empathetic design: The heart of enrichment

Defining ‘Design Thinking’ — in theory and action

Empathetic design is the core of elevating the user experience. It requires a profound understanding of user pain points, aspirations, and the emotions tied to their journey. Here’s how it contributes to user enrichment:

• Personalization: Empathetic design tailors the onboarding process to individual users. It acknowledges that each user’s journey is unique and seeks to provide guidance and solutions that resonate personally.
• Emotional Connection: By empathizing with users, onboarding experiences can establish emotional connections. Users feel understood, valued, and supported, leading to a more profound and lasting relationship with the product.
• Long-Term Growth: Empathetic onboarding doesn’t stop at the initial stages. It continues to support users throughout their journey, ensuring that they grow and evolve with the product, consistently improving their lives.

The true magic of user onboarding occurs when hope, which initially drives users to explore a product, is transformed into a tangible reality. By elevating the user experience, understanding user pain points, and offering solutions that genuinely enrich lives, user onboarding becomes an art form that benefits both users and product creators. It’s a journey where hope meets empathy, resulting in a brighter and more fulfilling tomorrow for all involved.

Your product’s “Job Interview”: A Deep Dive into Jobs-to-Be-Done (JTBD) theory

In the realm of user onboarding, the concept of Jobs-to-Be-Done (JTBD) theory, popularized by Clay Christensen, provides valuable insights into how users transform their lives through products. JTBD revolves around customers hiring products to solve problems or satisfy needs, with these customer jobs being solution-agnostic. The implications of this theory are as follows.

1) Customer jobs are solution agnostic: focus on needs, not solutions

In product development, understanding the concept that “Customer Jobs are Solution Agnostic” is pivotal. This idea, JTBD theory, is a fundamental principle that can profoundly impact how products are designed, marketed, and onboarded. There are three implications to this:

• Customer jobs, such as cooking raw chicken to satisfy hunger, are independent of specific solutions like stoves, grills, or ovens:

Imagine you’re hungry, and your primary goal is to prepare a meal using raw chicken. Whether you choose to cook it on a stove, grill it outdoors, or bake it in an oven, the fundamental job you want to accomplish is satisfying your hunger. This job remains consistent, irrespective of the cooking method you employ. The hunger you feel and the need to prepare a meal are the driving forces behind your actions. Therefore, it’s essential to recognize that the job itself is detached from any particular solution.

• When approaching a product’s customer job, prioritize understanding users’ needs and problems over the product or what they currently use. Dive deep into the root problem that led them to seek a solution.

To excel in user onboarding and product development, one must shift the focus from the product or its features to the fundamental needs and issues that users have. Instead of fixating on what solution users are currently using (e.g., a stove for cooking), it’s more productive to investigate why they’re cooking in the first place. In the case of our hungry individual, understanding the need for a satisfying meal is paramount. By diving deep into the root problem, which is hunger in this context, you can craft solutions that address this fundamental need effectively.

• Emphasis on user needs, not solutions, and the importance of identifying the underlying problem

Successful user onboarding begins with empathizing with the user’s needs and challenges. By prioritizing these needs over preconceived solutions, you create a user-centric approach that resonates with your audience. Understanding what truly matters to users is the key to designing a product that aligns with their goals.

Identifying the underlying problem: To develop a product that truly solves users’ problems, it’s crucial to identify the root causes of their actions. What drives them to seek a solution? By digging into the underlying issues and motivations, you can design onboarding experiences and products that directly address these pain points.

In essence, the concept that “Customer Jobs are Solution Agnostic” underscores the importance of starting with user needs and problems. It encourages a shift in mindset, where products are designed not based on existing solutions but on a profound understanding of the underlying issues users face. By doing so, product creators can craft onboarding experiences that resonate with users on a deeper level, ultimately leading to more successful and satisfying user journeys.

2) Circumstances lead to “Job Openings”: Understanding user pain points

In the JTBD framework, comprehending users’ life circumstances and pain points takes precedence over product features and customer characteristics.

• Think of it this way — when a user is faced with a particular situation or challenge in their life, they’re essentially opening up a “job position.” This job position represents a need or a problem that requires a solution. Importantly, this job position is not defined by any specific product or solution. It’s a gap or a void created by the user’s life circumstances or pain points.

Users’ life situations and challenges create “job openings” that products can fill. Understanding these circumstances is vital for effective user onboarding.

• The crucial implication here is that users don’t seek out products arbitrarily. Instead, they do so because they encounter specific challenges or opportunities in their lives. Understanding these life circumstances, challenges, and pain points is the key to creating a successful onboarding experience. When you grasp what led users to seek a solution, you can tailor your onboarding process to address their unique needs and motivations effectively.

How life circumstances trigger the search

Users embark on a search for solutions when their life circumstances change or present new challenges. For example, a promotion at work may trigger the need for a more professional wardrobe. Recognizing these triggers is essential for understanding why users are seeking a solution.

The Role of Pain Points

Pain points play a significant role in users’ decision-making. These pain points can range from inconveniences and frustrations to unmet desires. By identifying and addressing these pain points, you can create an onboarding experience that resonates with users on an emotional level.

Aligning with Users’ Life Situations

To provide a valuable solution, your product and onboarding experience must align seamlessly with users’ life situations. This involves not only addressing the immediate need but also considering the broader context in which the user operates. Understanding the user’s goals, aspirations, and the constraints they face is crucial for creating a meaningful onboarding journey.

3) User onboarding is the customer job “interview”: Bridging the gap

In essence, “User Onboarding is the Customer Job Interview” underscores the need to approach onboarding as a two-way evaluation process. Both the user and the product assess each other to determine if they are the right fit. By recognizing this dynamic and ensuring alignment with the customer job, onboarding experiences can be tailored to meet users’ expectations and set the stage for a successful and lasting relationship between users and products.

• In the context of JTBD, user onboarding can be likened to the “interview” process for the customer job a product is hired to do.

Think of user onboarding as a critical step in the hiring process. When users sign up for a product, they are essentially hiring it to perform a specific job in their lives. Just like in a job interview, the onboarding process is the phase where the user evaluates whether the product is the right fit for the job they want it to perform. This comparison highlights the need for alignment between the user’s expectations and the product’s capabilities.

• To excel in user onboarding, it’s crucial to know the job you’re being “interviewed” for. Understand what specific job the product is hired to perform.

The key implication here is that successful onboarding hinges on clarity. Product creators and onboarding teams must have a deep understanding of the job that users are hiring the product to do. This means knowing not only the immediate tasks but also the broader goals, outcomes, and aspirations the user associates with the product. Just as you wouldn’t prepare for a job interview without knowing the job description, you can’t create an effective onboarding experience without understanding the user’s “job.”

The analogy of a job interview

The comparison between user onboarding and a job interview highlights the evaluation process that users go through when adopting a product. They are essentially asking, “Can this product perform the job I need it to do?” Recognizing this analogy helps design onboarding experiences that address these evaluation criteria effectively.

Aligning onboarding with the customer job

For a successful onboarding process, alignment is paramount. The onboarding journey should seamlessly align with the customer's job, offering clarity on how the product fulfills it. This alignment assures users that they’ve made the right choice and that the product understands their needs.

The importance of knowing the user’s job

Understanding the user’s job is the foundation of a meaningful onboarding experience. This includes comprehending the nuances, challenges, and desired outcomes associated with the job. Without this knowledge, onboarding can feel disjointed and irrelevant to the user.

Unlocking the Power of JTBD in User Onboarding

The JTBD theory offers a profound perspective on user onboarding by emphasizing the importance of understanding users’ needs, life circumstances, and the specific jobs products are hired to perform. Effective onboarding bridges the gap between users’ current situations and their desired outcomes, providing a smooth path for them to achieve success.

This theory reminds us that successful onboarding isn’t just about showcasing product features; it’s about fulfilling users’ needs and enriching their lives

Unlocking the essence of customer jobs: Beyond functionality

In essence, “Customer Jobs” are multifaceted, transcending the boundaries of mere functionality. They encompass the practical, emotional, and social dimensions that collectively define the motivations, expectations, and context within which users engage with products.

For product designers and creators, acknowledging and addressing these components in your design and onboarding processes is a strategic imperative. It paves the way for crafting user experiences that resonate deeply with users, fulfill their holistic needs and desires, and ultimately drive product success.

Functional customer jobs: Unveiling the Practical Outcomes

In the intricate realm of Customer Jobs, functional aspects serve as the foundation upon which meaningful user experiences are constructed. These are not mere surface-level interactions; they are the heart of a user’s engagement with a product.

• Functional Customer Jobs are the compass guiding users toward tangible, real-world results. These outcomes are not abstract; they are the very essence of user expectations. Think of them as the building blocks upon which users construct their interaction with your product.

To understand Functional Customer Jobs, envision the timeless character Super Mario and his iconic fire flower power-up. This power-up isn’t a superficial game mechanic; it’s a tool that empowers Mario with the ability to eliminate obstacles by hurling fiery projectiles. It’s not about aesthetics; it’s a precise game function with immediate, quantifiable outcomes. When Mario acquires the fire flower, players can witness a transformation — barriers crumble, and progress becomes attainable. It’s the embodiment of functionality in the gaming world.

Functional Customer Jobs demand a profound exploration of user needs and outcomes. This involves peeling away the surface layer of user interactions to uncover the genuine functional job that users are striving to accomplish. To truly grasp this dimension, consider the following:

• Going beyond superficial solutions: Functional Customer Jobs necessitate a deep dive beneath the surface. They compel product designers to look beyond the obvious and delve into the core objectives users aim to fulfill.
• Search for tangibility: Tangible outcomes are the currency of functional Customer Jobs. These outcomes are not abstract ideas; they are concrete achievements that users anticipate from their interaction with a product.
• Immediate and measurable results: Functional Customer Jobs are about delivering results that users can see, feel, and measure. These results are not distant or elusive; they are the immediate rewards users seek.
• Relevance to real-world needs: Functional Customer Jobs bridge the gap between product features and real-world applications. They are the link between what a product can do and what users want to achieve.

In essence, functional Customer Jobs form the bedrock of user engagement and product success. They are not mere functions; they are the real-world outcomes that users value the most. Understanding and addressing these outcomes is the key to creating user experiences that truly resonate and fulfill users’ practical needs and expectations.

Emotional customer jobs: The heart of user engagement

Emotional Customer Jobs illuminate the profound impact of feelings on user engagement. They underscore the importance of crafting experiences that not only fulfill functional needs but also resonate deeply with users’ emotional desires and aspirations. Recognizing and addressing these emotional dimensions is instrumental in creating products that users not only use but also love.

Emotional Customer Jobs embark on a journey through the intricate labyrinth of human emotions. They revolve around the pursuit of emotional satisfaction OR the avoidance of specific feelings. These jobs encapsulate the emotional voyage users embark upon as they navigate their way toward achieving their desired outcomes. Emotions are a potent motivator, and Emotional Customer Jobs harness this power to drive user engagement.

• The Power of Emotional Resonance: Emotional Customer Jobs are not merely about what a product does; they are about how it makes users feel. Understanding the emotional needs and desires that users associate with your product is the first step toward creating a resonant emotional experience.
• The emotional transformation: Users often seek products not just for their functional utility but for the emotional transformation they promise. Ask Yourself: What emotions are users hoping to experience or avoid by using your product?
• The motivational force: Emotions are a driving force behind user adoption and satisfaction. Crafting experiences that align with users’ emotional needs can be a potent motivator for successful product engagement.
• The role of empathy and emotional context: Empathizing with users’ emotional journeys is key to designing products that genuinely connect with their feelings. It involves understanding the emotional context in which users interact with your product.

Social customer jobs: Beyond the individual and Navigating the Social Landscape

Social Customer Jobs transcend individual satisfaction; they encompass the intricate dynamics of social interactions and identity shaping. Recognizing the impact of your product on how users are perceived by others and helping users fulfill their social aspirations can be transformative in building products that resonate deeply within social contexts.

In the realm of user experiences, the social dimension adds an intriguing layer of complexity. Social Customer Jobs delve into the intricate dynamics of how users interact with a product within their social sphere. These jobs are not just about personal fulfillment; they extend into the realm of how users wish to be perceived by others, making products tools for signaling social identity.

To gain a deeper understanding of Social Customer Jobs, let’s consider a contemporary example — Canva’s advertising strategy. Canva’s messaging doesn’t merely highlight the accessibility of its design platform to anyone, regardless of design experience. It carries a more profound social implication — the ability to create designs that not only reflect personal creativity but also elicit recognition and admiration from colleagues and superiors. In essence, Canva positions itself as a catalyst for enhancing the user’s professional image in the eyes of others.

To navigate the complex landscape of Social Customer Jobs effectively, it’s imperative to delve into the following subtopics:

• Perception and identity: Users often choose products based on how they want to be perceived by their social or professional circles. How does your product impact the way others view and value its users?
• Social aspirations: Understanding the social aspirations of your users is crucial. What do they aim to achieve within their social or professional networks, and how can your product help them reach these aspirations?
• Identity signaling: Products can serve as powerful tools for signaling one’s identity and values. How does your product enable users to communicate their identity and values to others?
• Empowering social interaction: Products that facilitate positive social interactions and foster a sense of community can be particularly appealing to users seeking to enhance their social identity.

Unlocking the power of progress-making forces in user onboarding

In user onboarding, where the quest is to guide users from their current state to the desired outcome seamlessly, understanding the intricate interplay of psychological forces is paramount. Users aren’t just passive recipients of your product; they are active decision-makers evaluating whether to stick with the status quo or embrace a new solution. To navigate this terrain successfully and optimize your onboarding process, it’s crucial to recognize the four progress-making forces that shape user behavior:

1. The ‘push’ to find a new solution due to current problems

Imagine you’re in a leaky boat. You desperately seek a life jacket, a solution to your immediate problem. This sense of urgency, often born out of dissatisfaction with the current situation, is what can be phrased as “The Push.” In the context of user onboarding, users experience this when they encounter challenges or limitations in their existing methods or tools. It’s the realization that something needs to change.

Case: Consider a small business looking to revamp its social media marketing. They’ve been struggling to keep up with the costs of hiring a freelancer to design their ads. This financial strain becomes the push factor, prompting them to explore new solutions.

2. The ‘pull’ of what could be achieved with this new solution

Once users feel the push, they start looking for a lifeboat, a better way forward. This is where “The Pull” comes into play. The pull represents the allure of potential benefits and improvements a new solution can offer. It’s the promise of a brighter future that draws users in.

Case: In the small business scenario mentione above, Canva presents itself as an appealing lifeboat. It offers the enticing prospect of creating professional designs effortlessly, eliminating the need for expensive freelancers. This pull factor makes Canva a compelling choice for our users.

3. The anxiety around the risks of moving to a new solution

Change is inherently unsettling. When users contemplate adopting a new solution, they often grapple with “The Anxiety.” This force embodies the doubts, uncertainties, and fears associated with the transition. Users might worry about the new solution’s effectiveness, compatibility, or the potential learning curve.

Case: The small business owners, considering the switch to Canva, might have concerns. What if Canva doesn’t have the specific design templates they require? Previous experiences with unsuitable tools have cultivated anxiety about making the wrong choice.

4. The Inertia of Not Wanting to Change

Humans are creatures of habit. Even when presented with compelling options, we often cling to the familiar. “The Inertia” represents this resistance to change, the gravitational pull that keeps users anchored in their current state. It’s the reluctance to break away from established routines, even if those routines are less efficient or cost-effective.

Case: In the case of the small business, they’ve worked with a freelancer for some time. There’s comfort in this relationship, despite the costs. The inertia stems from the fear that Canva’s designs might not match the quality of a professional designer.

A case in point: Canva’s onboarding strategy

Canva’s user onboarding strategy serves as an exemplary model for navigating these progress-making forces. To coax users through this complex journey, Canva employs a multifaceted approach:

• The Push—Amplifying Pain Points: During onboarding, Canva highlights the financial strain experienced by users in their current situation. They emphasize the high costs of hiring freelancers to update Facebook ads, magnifying the discomfort and urgency.
• The Pull—Showcasing Benefits: Simultaneously, Canva showcases its ability to create professional designs without the hassles of freelancers, showcasing the benefits users can reap by switching.
• The Anxiety — Guiding through Complexity: Canva’s onboarding process includes guidance for complex design tasks, addressing the anxiety users might feel about navigating a new tool. This support helps alleviate fears and uncertainties.
• The Inertia — Overcoming Status-Quo: Canva acknowledges the inertia users might experience when considering the change. They provide assurance and evidence that their platform can match the quality of a professional designer, dispelling doubts.

The role of JTBD interviews

Unraveling the intricate dynamics of functional, emotional, and social jobs, coupled with the progress-making forces, can be a daunting task. However, the most effective way to gain deep insights into these aspects is through user interviews.

User interviews, a cornerstone of understanding the multifaceted landscape of customer jobs, are not a one-size-fits-all endeavor. To truly grasp the nuances of user behavior, it’s essential to engage with individuals across the entire spectrum of user experiences. Here’s why each category of users is indispensable:

1. New users: The canvas of motivation and expectations

Engaging with new users is akin to observing a canvas before the first brushstroke. You get to witness the raw motivation and the unadulterated expectation that drove them to your solution.

Imagine you’re the owner of a fledgling e-commerce platform, and you’ve just acquired your first batch of users. By conducting interviews with these new users, you can unearth invaluable insights.

What challenges or aspirations led them to discover your platform?
What are their initial expectations?
Is it the promise of convenience, competitive prices, or unique product offerings that lured them in?

2. Shoppers: Navigating the crossroads of decision-making

Understanding the decision-making process of potential users is akin to navigating a crossroads. It’s here that you learn what factors pull them towards your product or push them away.

Suppose you run an online streaming service, and you’re keen to expand your user base. Engaging with shoppers, those who are contemplating whether to subscribe to your service, can be enlightening.

What are the critical factors influencing their decision?
Is it the content library, the ease of use, or perhaps the price point?
What concerns or objections do they have, and how can you address them effectively?

3. Active customers: Unveiling the mechanics of engagement

Active customers are the gears that keep your product’s engine running. Interviewing them unravels the mechanics of user engagement, providing insights to enhance retention.

Imagine you’re in charge of a fitness app with a substantial user base. Engaging with active users, those who regularly engage with your platform, offers a treasure trove of insights.

What features or aspects of your app do they find most valuable?
How does your app fit into their daily routine?
Are there specific challenges they face in achieving their fitness goals that your app can address?

By answering these questions, you can fine-tune your product to keep active users satisfied and committed.

4. Inactive customers: Spotting the cracks in the foundation

Inactive customers are like cracks in the foundation of your user base. Understanding why they stopped using your product reveals crucial pain points that need immediate attention.

Imagine you’re responsible for a productivity software suite, and you notice a drop in usage among a segment of your customers. Conducting interviews with these inactive users can be a revelation.

What caused their disengagement?
Was it a usability issue, a lack of necessary features, or perhaps a shift in their needs?

By pinpointing the exact reasons for their inactivity, you can implement strategic improvements and potentially win them back.

5. Churned customers: The key to preventing further leaks

Churned customers are akin to a leaking ship, and interviewing them can help plug the holes. Understanding the issues that led to their departure is vital for preventing further leaks.

Consider you’re managing a subscription-based software platform, and you’ve noticed an increase in account cancellations. Speaking to churned customers is akin to examining the damage caused by the leak.

What were the decisive factors that led them to cancel their subscription?
Were there unresolved problems, unexpected costs, or superior alternatives?

By delving into their reasons for leaving, you can devise strategies to prevent future churn and enhance the overall user experience.

Incorporating these distinct user categories into your interview strategy forms a holistic picture of your product’s user landscape. Each user group provides unique perspectives and critical insights, helping you tailor your product, marketing, and support efforts effectively. It’s a strategic move that can transform your product’s trajectory and ensure it remains in tune with evolving user needs and expectations.

User interviews provide invaluable insights that shape the onboarding experience. These interviews empower your team to direct new users toward the most valuable features, tailor messaging to address their anxieties, and offer solutions that resonate with their needs.

User onboarding is a complex journey, marked by the interplay of various psychological forces. Neglecting these forces or mishandling them can have a detrimental impact on your onboarding process.

Value, a fundamental component of user satisfaction, is not dictated by your company but rather by the users themselves, based on their unique context of use. Understanding this context is the key to creating a more effective onboarding process, and user interviews are the torchlight guiding the way.

By recognizing and harnessing the power of the progress-making forces, you can pave the path for your users to embrace change, achieve their desired outcomes, and become loyal advocates of your product.

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Conducting effective JTBD user interviews: A comprehensive guide

Unlocking valuable insights about your users and their needs is a critical step in building a successful product. Jobs-to-be-Done (JTBD) user interviews offer a structured approach to understanding why users adopt products, what problems they aim to solve, and how they perceive your solution. Here’s a comprehensive guide on how to conduct these interviews effectively:

Step 1: Select and contact interview subjects

When it comes to crafting a product that truly meets your users’ needs, understanding their motivations, expectations, and pain points is paramount. This is where JTBD interviews come into play, offering you valuable insights into why users adopt your product, what problems they aim to solve, and how they perceive your solution. Let’s delve deeper into the different categories of interview subjects:

• New Users — The Eager Beginners: New users are the fresh faces, the ones who have recently signed up for your product. They provide insights into their initial motivations and expectations, shedding light on why they decided to take the plunge into your offering. Understanding what attracted them and what they hope to achieve helps in tailoring a seamless onboarding experience.
• Churned Customers — The Departed: Churned customers are those who were once part of your user base but have canceled their accounts.
  By talking to them, you can uncover the reasons behind their departure, helping identify pain points and areas for improvement. Churned customers hold the key to understanding where your product may have fallen short of their expectations or failed to deliver on its promises.
• Shoppers — The Inquisitive Evaluators: Shoppers are individuals who are actively evaluating your product. Engaging with them helps you understand what attracts or deters them during the decision-making process. Insights from shoppers can inform your marketing and positioning strategies, ensuring your product appeals to potential users effectively.
• Active Customers — The Engaged Patrons: Active customers are your regular users who find value in your product. Conversations with them can shed light on what keeps them engaged and satisfied, providing key insights for improving retention and maintaining a positive user experience. Understanding their usage patterns and satisfaction levels is crucial for maintaining and even expanding your user base.
• Inactive Customers — The Lost Opportunity: Inactive customers are users who continue to pay for your product but have stopped using it.
  Talking to them can unveil crucial gaps in your product’s positioning or onboarding messaging. Insights from inactive customers can help you re-engage them or refine your product’s value proposition to prevent further attrition.

The Approach: Navigating the JTBD Interview Landscape

• Begin with your Best-Fit customers: Start your JTBD interviews with your best-fit customers, those who swiftly adopted your product, and found value in it. Understand why they embraced your solution eagerly and what aspects appealed to them.
• Incentives and clarifications: When reaching out to interviewees, clarify that the interviews are for research purposes and not an attempt to win them back. Consider offering incentives like Amazon gift cards or company merchandise to encourage participation.
• Create a target list: Compile a list of 10 to 20 potential interviewees from each category. This ensures diversity in responses and gives you a broader understanding of user perspectives.

By delving into the motivations, expectations, and experiences of these different user groups, you can tailor your product, onboarding processes, and marketing strategies to meet their needs effectively. JTBD interviews are your compass, guiding you toward a user-centric product that resonates with your audience.

Step 2: Prepare a JTBD interview script — your roadmap to user insights

When it comes to conducting JTBD interviews, preparation is key. A well-structured interview script not only ensures consistency but also helps you navigate the conversation effectively, uncovering invaluable insights into your users’ experiences. Let’s break down the process of preparing an interview script:

Setting the stage for productive conversations

• Assure participants with ‘No Right or Wrong Answers’: Begin by reassuring your participants that there are no right or wrong answers. Emphasize that you’re genuinely interested in their thoughts, experiences, and perspectives. This sets a comfortable and open atmosphere for the conversation.
• Request permission to record: Before diving into the interview, ask for permission to record the conversation for research purposes. Recording ensures that you capture every detail and allows you to revisit the conversation later for deeper insights.

Crafting comprehensive questions

To gain a holistic understanding of the user’s journey, your interview script should cover three key aspects: functional, emotional, and social. Here’s how you can approach these dimensions:

Functional Job: Start by delving into the functional job — the problem or need that led them to seek a solution. Explore questions like:

• When did you first realize you needed something to solve [your problem]?
• What were you doing or trying to do when this realization occurred?
• Before using the current solution, how did you attempt to solve these problems in the past?
• What was the turning point when you realized the old way wasn’t working?
• Were there any specific deadlines or events that triggered the need for change?
• What alternatives did you consider before choosing [the solution]?

Emotional Job: The emotional aspect is equally vital. It delves into the user’s feelings and motivations. Include questions like:

• How did you feel when you were looking for a product to solve your problem?
• What ultimate job were you trying to get done?
• Were you able to accomplish this job with [your product]? What other solutions did you try, or not try? Why or why not?
• Did you seek input from others when making the purchase decision
• What were the discussions like when you discussed purchasing the product with your [friend/colleague/boss/parents]?
• Before purchasing, did you visualize what using the product would be like? Where were you when you had these thoughts?
• Did you have any anxieties about the purchase? Was there something about the product that made you nervous? What was it, and why did it make you nervous?
• How do you use the product you’ve purchased? Are there features you use all the time? Why?

Social Job: Finally, explore the social job — how users discussed or shared the solution within their social circles:

• Did you make this decision to change alone, or was someone else involved?
• What other changes did you have to make to integrate [the solution] into your life?

Adapting to the flow of conversation

While a script provides a structure, it’s important to treat it as guidelines rather than rigid rules. Be flexible and willing to deviate from the script when a user’s response hints at deeper insights. This adaptability allows you to follow up on interesting points, dig deeper into emotions, and explore unexpected avenues of conversation.

Step 3: Conduct the interview — Navigating the conversation with expertise

Now that you’ve laid the groundwork by preparing your interview script, it’s time to dive into the heart of the matter: conducting the interview. This step is where you’ll gather valuable insights from your users, and it requires skill and adaptability. Here’s how to conduct effective JTBD interviews:

Choosing the right communication platform

• Video conferencing tools like Zoom: Video interviews are highly effective as they allow you to observe not just what users say but also their facial expressions and body language. Tools like Zoom provide a face-to-face feel even when conducting interviews remotely.
• Phone interviews for convenience: However, some participants might prefer phone interviews due to their convenience. Be flexible and accommodate their choice of communication platform to ensure they feel comfortable throughout the conversation.

Record every insightful moment

Hit the record button: Regardless of whether you choose video or phone interviews, always hit the record button. Recording the conversation serves two essential purposes. First, it allows you to fully engage in the conversation without the distraction of extensive note-taking. Second, it ensures you capture every detail for later analysis. Participants should be aware that you’re recording the interview for research purposes, which most will be comfortable with.

Flexibility and curiosity: Keys to insightful conversations

• Stay flexible: While your interview script provides structure, be ready to adapt. Sometimes, participants will provide unexpected insights or share personal experiences that aren’t covered by your predefined questions. Embrace these moments; they often lead to some of the most valuable insights.
• Be curious: Encourage participants to share openly and delve deeper into their thoughts and emotions. If an answer hints at a broader story, don’t hesitate to ask follow-up questions. Being curious and genuinely interested in their experiences fosters a more fruitful conversation.
• Create a comfortable environment: Establish an atmosphere where participants feel at ease sharing their experiences and thoughts. Begin the conversation by reiterating that there are no right or wrong answers; you’re interested in their perspective. Ensure they understand that you aim to gain insights, not to judge their choices or decisions.

Remember, these interviews are not just about gathering data; they’re about understanding your users on a deeper level. By conducting interviews with empathy and flexibility, you’ll uncover invaluable insights that will guide your product development and onboarding process toward greater success.

Step 4: Transcribe scripts and organize interview insights

Now that you’ve conducted your insightful JTBD interviews, it’s time to transform those rich conversations into actionable insights. This step involves transcribing and organizing your interview scripts. Here’s how to do it effectively:

Transcribing with precision

Utilize professional services. To convert your recorded interviews into text, employ transcription services like Rev or Otter.ai. These services can save you hours of manual transcription work, ensuring accuracy and completeness.

Review and highlight key insights

• Read and revisit transcripts: Once you have the transcripts in hand, carefully read through them. This step is crucial as it allows you to immerse yourself in the users’ experiences and struggles.
• Highlight meaningful portions: As you read, highlight segments that contain valuable insights. These could be moments where users discuss challenges, express emotions, or elaborate on their decision-making process. Think of these highlights as nuggets of gold within the transcripts.

Identify six key insights

1. Struggling Moments: Dive into the transcripts to identify the specific problems or challenges that compelled the user to seek a new solution. These struggling moments represent the pain points your product should address.
2. Motivations: Discover what goals or achievements the user aimed for when considering a new solution. This insight reveals the user’s aspirations and what they hope to accomplish.
3. Driving Forces: Explore the emotions and motivations that prompted the user to transition to a new solution. Understanding these driving forces provides a critical context for user decisions.
4. Perceived Value: Gain insights into how users envisioned their lives improving with the new solution. This perception of value often drives initial interest and adoption.
5. Experienced Value: Determine the changes users noticed after using your product. This insight helps evaluate whether your solution meets expectations and delivers real value.
6. Solutions Considered: Investigate what alternatives users considered before selecting your solution. Understanding why they chose your product over others provides valuable competitive insights.

By meticulously transcribing your interviews and extracting these six key insights, you’ll gain a comprehensive understanding of your users’ journeys. These insights will serve as the foundation for making informed decisions about your product development, onboarding strategies, and overall user experience.

Step 5: Gather the insights and implement them — Transforming insights into action

You’ve completed the interviews, transcribed the conversations, and highlighted key insights — now comes the crucial step of gathering, organizing, and implementing these valuable findings. Here’s how to make the most of your qualitative research:

Coding and classifying insights

• Group into Themes: Begin by categorizing your insights into themes or categories. For instance, if several users mention that they enjoy the product, create a theme called “Enjoys the Product.” This categorization makes it easier to spot patterns and commonalities among users’ experiences.
• Identify Patterns: As you classify the insights, look for recurring patterns or trends within and across themes. These patterns are the building blocks of actionable takeaways.

Continuous interviewing for in-depth understanding

Gather until no new insights emerge. Qualitative research thrives on depth and diversity. Continue conducting interviews until you no longer gather fresh data or insights from new interviewees. Typically, around 15 or more interviews will provide a substantial pool of qualitative data. The goal is to saturate your understanding of user experiences.

Qualitative research: Understanding, not metrics

• Relative understanding: It’s important to remember that this form of research provides a relative understanding, not numerical metrics. You’re delving deep into the qualitative aspects of your users’ experiences, emotions, and perceptions. This helps you comprehend their motivations, challenges, and desires.
• Complement to quantitative data: While qualitative research doesn’t give you precise numbers, it complements quantitative data beautifully. It provides the ‘why’ behind the ‘what’ by offering nuanced insights into user behavior and preferences.

Turning Insights into Action

• Enhance Onboarding: Use these insights to refine your onboarding process. Address pain points, emphasize value, and tailor messaging to align with users’ motivations and concerns.
• Inform product development: The insights you’ve gathered can guide product development decisions. They reveal what users value, what problems need solving, and what aspects of your product resonate most with them.
• Craft Targeted Marketing: Your newfound understanding of user motivations and emotions can inform marketing strategies. Craft messages that resonate with your audience’s aspirations and alleviate their anxieties.

In conclusion, qualitative research offers a unique and invaluable perspective on your users’ experiences. By meticulously gathering, organizing, and implementing these insights, you’ll be well-equipped to improve your product, enhance onboarding, and create a more user-centric experience.