Case StudyStream Team: Synthesising Insights - Uncovering Underlying Jobs to Be Done at Fitbit

To address this challenge, Fitbit implemented a systematic approach to uncover the underlying jobs to be done by their customers:

• Contextual Understanding:
  • Began by providing context to understand the historical and current landscape of Fitbit. Recognized the rapid changes in technology and customer expectations since the company's founding in 2007.
  • Used historical data and customer feedback to identify shifts in consumer behavior and preferences.
• Customer Interviews and Surveys:
  • Conducted in-depth customer interviews and surveys to gather insights into how users interacted with their products and what they aimed to achieve.
  • Focused on understanding the broader context of users' lives and the specific tasks they wanted to accomplish with Fitbit products.
• Identifying Functional, Emotional, and Social Jobs:
  • Analyzed the data to identify the functional, emotional, and social jobs that customers were trying to get done. Functional jobs related to the practical tasks users wanted to accomplish, emotional jobs addressed users' feelings and motivations, and social jobs involved how users wanted to be perceived by others.
  • Mapped out these jobs to create a comprehensive understanding of the various dimensions influencing customer decisions.
• Creating Job Statements:
  • Developed clear job statements that articulated the core needs and desires of customers. These statements served as guiding principles for product development and design.
  • Ensured that job statements were specific, actionable, and aligned with the broader company goals.
• Integrating JTBD into Product Development:
  • Integrated the insights from the JTBD analysis into the product development process. Used job statements to inform feature prioritization, design decisions, and marketing strategies.
  • Created cross-functional teams to ensure that all aspects of product development were aligned with the identified jobs.

By focusing on uncovering the underlying jobs to be done, Fitbit achieved significant improvements in product development and customer satisfaction:

• Enhanced Product Relevance:
  • The insights gained from understanding JTBD allowed Fitbit to develop products that were more closely aligned with customer needs. This led to the creation of features that directly addressed users' functional, emotional, and social jobs.
  • Products became more relevant and valuable to customers, resulting in higher satisfaction and engagement.
• Informed Decision-Making:
  • The JTBD framework provided a clear rationale for decision-making in product development. Teams could prioritize features and design elements based on their alignment with the core jobs identified.
  • This led to more focused and effective development efforts, reducing the risk of investing in features that did not resonate with customers.
• Improved Customer Satisfaction:
  • By addressing the underlying jobs to be done, Fitbit was able to enhance the overall customer experience. Users felt that the products were designed with their specific needs in mind, leading to higher satisfaction and loyalty.
  • Positive customer feedback reinforced the value of the JTBD approach and encouraged ongoing improvements.
• Sustained Market Leadership:
  • The ability to continuously adapt to changing customer needs helped Fitbit maintain its position as a market leader in the wearable technology industry.
  • The insights from the JTBD analysis enabled Fitbit to stay ahead of competitors by consistently delivering products that met evolving consumer expectations.