What I have learned about discovering customer needs…
The first step in building a new product or launching a new service is determining what the customer really wants..
For this, we at 0smosis, use the Jobs-to-be-done framework. After doing some in-depth interviews regarding how millennials are managing their finances, I set up a survey based on these findings. And this is what I have learned:
CHOOSE A “JOB” WITH A TANGIBLE SCOPE
In the survey, I focused on how millennials are managing their finances, which is a really broad and abstract job. This makes it hard to stay focused and to formulate clear questions. It is better to zoom in on a “sub job” that is more tangible and allows for more immersion.
PROVIDE SUFFICIENT CONTEXT
Especially when you are digging in financial services content, it is often difficult for respondents to get a clear picture of what you are asking. Therefore, I suggest creating a story line that connects all the different questions into one coherent survey.
USE THE STANDARDIZED FORMAT FOR QUESTIONS
Once you have all your responses and you start analysing them, it’s time to come to conclusions of what the customer wants and so what you need to build. If you don’t use a standardized format, there is room for (mis)interpretation and bias. Which we of course want to avoid.
We will take these lessons learned with us and will continue to improve ourselves and our methodology. The next step is to dig deeper in the job of “buying a new house” for our venture Helder (www.helderlenen.be) to continually validate and optimize our solution.
Want to learn more about Jobs-to-be-done or building ventures in general? Join us on the 7th of March in the CoFoundry, where we will be providing you with some insights on our way of working.
