B2B Jobs-to-be-done

Laying down foundational, discovery research into end-user goals and motivations to inform a SAAS product digital promotion advertisers

Project Overview

Using market research personas created by a colleague, three user groups for a B2B portal were identified and informed recruitment for moderated JTBD interviews. Before this project, the product teams and stakeholders had never documented or explored primary-research supported end-user goals for the platform they were building. The scoping, recruitment, fielding and reporting for this initiative were solely handled by myself.

This particular project allowed me to influence a change in the product process to encourage more upfront discovery work and impact the roadmaps and go-to-market plans for the B2B platform.

Research Objectives

1. Establish a better understanding of our client jobs and how a
platform can support them
2. Outline the key considerations for a Partner Portal
3. Expand on understanding of stated criteria while working with a
promotional vendor
4. Document experience with current state of Ibotta platforms and
processes

Methodology & Recruitment

Position: UX Researcher
Scoped, planned, fielded, analyzed, reported & presented insights

Research Method: In-depth Moderated Interview using dscout

Audience: Participants were recruited from our B2B persona
groups who interact with vendor platforms
● Large CPG Brand Contacts(n=4)
● Small CPG Brand Contacts (n=3)
● Agencies (n=7) *

* interviews revealed a split in this persona when it comes to user groups, there are strategic performance users and offer execution users

Interview Guide Approach: Download here‍

Deliverable Examples

What is this deliverable?
These slides reference important insights into user roles and the general lifecycle of a digital promotional campaign. It was named "Campaign Interaction Lifecycle" to ground the Product and Engineering Teams in the user experience while also providing more context for how different user groups might have various JTBD. ‍

What was the discovery impact?
Following the socialization of this JTBD report and extra deliverables, the Campaign Interaction Lifecycle helped inform the following design and product artifacts:

1. B2B user journeys
2. B2B portal user roles and permissions documentation

What is this deliverable?
As the JTBD framework suggests, the goal of the interviews was to synthesize the feedback and information into actionable JTBD statements. ‍

These pages are examples of the "tear away" versions of the insights captured for each user group. The full report included detailed findings with quotations and other data points regarding each JTBD statement.

What was the discovery impact?
Because this project was the first of its kind for the B2B Product Teams, these insights were vital in understanding table stakes requirements for the B2B portal to achieve minimal value out of the product. These insights influenced the following Product decisions and directions:

1. Adding a table stakes feature to the MVP for setting up promotional offers
2. Pushing up performance metrics and data availability to the top of the current roadmap goals as it was consistently mentioned for each user group