Understanding Nitro customers’ core jobs with ‘Jobs to be done’

The brief

Nitro wanted to underpin their new product strategy with an understanding of their customers’ needs and the jobs they were carrying out when using their or similar product. They wanted to identify these tasks, see how well Nitro was supporting them and how that compared to competitors

Methodology

We used the ‘Jobs To Be Done’ methodology. This involved interviewing 25 Nitro users and users of competitor products to understand the jobs they are carrying out. 

Once I had identified these job statements, I surveyed users and users of competitor products to get a quant understanding of how well these jobs were being served and how well Nitro compared to it’s competitors. 

Results

• Nitro had a Jobs To Be Done map that helped them articulate user needs and helped them centre their product development around these jobs.

• This map was used to inform the product strategy, a detailed plan articulating priorities for the upcoming year in product.

• Nitro product teams were also given more exposure time to users, giving them a better understanding of their needs and behaviours.