Evaluating the jobs-to-be-done of a safety digital product
Product Research | Nationale Nederlanden
| Client
Nationale Nederlanden
| Project Length
2 Months
Situation
When dutch insurer Nationale Nederlander developed a new safety management portal for its business partners, its innovation team had a vision: digitize and streamline the work on the floor. The fire, x and y safety would be easy.
Challenge
Despite the intentions of the innovation team, the portal did not adhere with its prospect customers. Our researchers then were given a mission: to discover (1) why does it not cater to its customers, (2) who are the customers to be targeted and (3) which is the best use of this platform?
Solution
Through customer interviews and analysis of the platform, we uncovered a longer customer journey of safety checkups, and invalidated the current solution as it is - as well as advised a re-targeting of main users: the safety checkers on the floor.
Impact
Saving money in marketing investment? Better knowledge of the job to be done? and the behaviour of ‘one more platform’ instead of minus one platform
How it all started
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Uncover
We have a great product but the benefits are not translating. What do we do?
describe here
the process of uncovering the context - that the product is great but the customer needs are slightly different than expected
Tools used: Cycle Brainstorm, Trend Cards, Now-how-wow Canvas,
Research
A job-to-be-done approach to customer research
description of the research process - the product development questions, what did we found out in this process
Tools used: Product development interviewing
Design
Realignment of marketing based on true pains & needs
description here - dince the main benefit was to take the information to the doctor, so the marketing should include the app as a big highlight of the product, instead of an add-on.
Tools used: Experiment cards, experiment design, Wizard of Oz (service testing concept).
Result
200% increase on sales with the new marketing positioning.
Project Team
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| CEO & Founder ktc
| Innovation Catalyst & Strategist