Small Business
Jobs to be Done
MULTI-MARKET | REMOTE IDIs
The research question: A large productivity software company wanted to understand how small businesses utilized their software and competitors’ tools for business productivity and B2B communication.
The approach: I led a multi-market project across 3 countries to understand critical workflows, use of various tools, and Jobs to be Done (JTBD). Within the study, I:
Developed the in-depth interview guide, targeting users’ JTBD, journeys, evaluation of tools, and use of AI and automation
Trained and managed two international teams conducting interviews in South America and Asia
Conducted remote interviews with US-based business owners
Delivered a global report with JTBD reporting, competitive analysis, and usability feedback
The outcome: With a wealth of findings across multiple markets, I designed the 100+ slide report deck to be modular for various stakeholders: Findings were organized by feature and market and easily split up. This way, they could be delivered to different product teams by the client UXR.
In the short term, documented bugs were addressed as “low hanging fruit” to improve user experience, while larger-picture findings are steering the course for future monetization efforts.
I also had the opportunity to grow in my knowledge of how productivity tools are used, especially in the AI and automation landscape. It was amazing to see the JTBD framework in action!