The Only Purchase Journey You Will EVER Need
The Traditional Purchase Journey Framework - On Steroids
The following is not an analysis. It's also not a set of pain points. It's also not a perfect representation of Jobs-to-be-Done. I've taken the AI prompts I developed for JTBD (which you can acquire) and applied them to what traditionally passes as a sophisticated journey map with 8 enlightening phases. You've probably seen this before.
What you haven't seen is how this simplistic model of a conflated set of journeys (there are actually 15 possible universal journeys - I've updated from 14 - depending up the product) can be improved by simply using JTBD principles in framing a problem-space for deep study.
Again, I didn't ask AI to find pain points for a particular journey; it can't really do that. Instead I have used it to establish potential success statements (and other things) which we will ask consumers to rate/prioritize. It can help help you frame the problem-space in a stable way that facilitates the observable change over time in the context of a constant/consistent consumer objective. Of course, this enables you to evaluate your competitors against the same performance measures as well.
There's more on Jobs-to-be-Done on my blog as well as other places, so I won't go into that here. I assume you're already familiar with it. The point of this is to demonstrate that journey workshops are a waste of time. They are done for the benefit of the performers. This is systems thinking. You need to make choice because times, they are achangin'.
You can access everything below - in dynamic form - in my Notion database đđ» If you want to see all of the success measure for each step, you absolutely need to go to the database, because they aren't here.
Here we go...
This is a representation of the purchase journey as depicted in the results of the many repetitive workshop outputs Iâve seen over the years. The workshops use their conflated version of reality so they can cover the most ground in a single project - mostly from the brand perspective (even though the deny that). That doesnât mean itâs good, it means itâs shallow, but practitioners are just being practical given the demands and constraints of their sponsors - both sides are to blame. Instead of rehashing my criticisms of journey mapping and analysis, this takes a look at how we can make the traditional approach better. Itâs a Step 1 in the right direction.
Think of this content as the framework within which you will conduct your investigation. Thereâs no need to have workshops in order to pull out pain points. We have 50x the data to work with here, and it can be used to gain a statistical view of the value gaps in the market; not only with your customers, but those of your competitors. All parties are benchmarked against the exact same criteria. All you have to do is construct a proper survey.
Here are the parameters within which you will need to operate:
Agree to use a common and undifferentiated view of consumer journeys (we basically do that already)
Agree not to have a workshop until we resolve the problem space gaps and move to design - then we can workshop the winning concept that is squarely targeted on data-supported opportunities
Generate solution-agnostic consumer success statements (CSS) for each step (phase)
Prioritize the CSSâs in a survey of representative consumers (your customers and those of your competitors so you learn how to pull them in)
Evaluate the results against your currently provided pathway (as well as those of your competitors) - let the data show you the way
Adapt your channels, features and messaging to bridge the identified value gaps
Confound your competitors who can only see the features - and not the value gaps (portfolio of underserved needs) that youâre bridging
Of course, I have a much better and more scalable approach than this, which I will link to at some point đ. Still, this is a far more robust framework heading into traditional journey research than anyone else is doingâŠI donât care how pretty their slides are.
Job Steps
Caveat: These are not job steps - they are an attempt to make low fidelity journey mapping somewhat better. They do not follow any of the rules of job mapping, and are actually either brand focused or completely separate customer jobs. Each step is further supported by several performance metrics that customers use to measure success. These are what get prioritized in a survey. They are not pain points (yet).
Here's a direct link to the Job Map
Contexts
When jobs have too high of a context, insights tend to be less actionable - or at least relevant for certain stakeholders. These contexts provide a means for narrowing the scope of your research in a consistent and structured fashion. Certainly, more contexts exist, and can be addressed with a specific request.
Retail Store - A consumer visiting a retail store to purchase a product. This involves evaluating products based on quality, price, and need, interacting with sales staff, and making a buying decision.
Online Shopping - Utilizing an e-commerce platform to buy a product. This requires navigating the website, comparing products, reading reviews, and considering delivery options.
Consumer Electronics Show - Attending a trade show to explore and purchase the latest consumer electronics. This context involves engaging with vendors, experiencing product demos, and making informed purchasing decisions.
Home Appliance Upgrade - Deciding to replace or upgrade a home appliance. This includes researching the latest models, comparing features and prices, and considering energy efficiency and space constraints.
Gift Shopping - Looking for a gift for someone else. This requires understanding the recipient's preferences, considering the occasion, and selecting a thoughtful and appropriate item.
Shopping During Sales - Purchasing products during a sale or discount season. This involves sifting through deals, comparing discounts, and making quick decisions to avail the best offers.
Subscription Service Enrollment - Choosing to subscribe to a service, like a streaming platform or a magazine. It requires evaluating the service's value, content quality, and cost-effectiveness.
Automobile Purchase - Buying a car, either new or used. This context includes test driving, negotiating prices, understanding features, and considering financing options.
Travel Booking - Purchasing travel-related services such as flights, hotels, or holiday packages. This involves comparing prices, reading reviews, and planning itineraries.
Grocery Shopping - Buying everyday essentials from a grocery store. This includes budgeting, list-making, evaluating product quality, and considering nutritional value.
Furniture Shopping - Selecting furniture for a home or office. This involves measuring spaces, considering aesthetics and functionality, and choosing between styles and materials.
Healthcare Product Purchase - Buying health-related products like medicines or fitness equipment. This requires understanding health needs, consulting professionals if necessary, and evaluating product efficacy.
Real Estate Investment - Purchasing property for investment or personal use. It involves market research, financial planning, site visits, and legal procedures.
Educational Material Purchase - Buying books, courses, or other educational materials. This includes assessing the quality of content, considering the reputation of the provider, and aligning with learning goals.
Fashion and Apparel Shopping - Selecting clothing and accessories. This involves considering trends, fit, fabric quality, and personal style.
Tech Gadgets Upgrade - Upgrading to the latest technology gadgets. This includes researching new features, comparing brands, and considering compatibility with existing devices.
Pet Supplies Shopping - Purchasing items for a pet, such as food, toys, or healthcare products. This involves considering the pet's needs, product safety, and nutritional value.
Sporting Goods Purchase - Buying sports equipment or gear. This requires understanding the specific requirements of the sport, the quality of the products, and durability.
Home Renovation Materials Shopping - Selecting materials and tools for home renovation. This involves budget planning, design considerations, and understanding material quality and suitability.
Art and Hobby Supplies Purchase - Buying supplies for art or a hobby. This context includes considering the quality of materials, cost, and their suitability for the specific art or hobby project.
Situations
While a group of people may be trying to get the same job done, the way the respond to needs-prioritization questions can be different. When we find statistical clusters of needs we need a way to describe why the group is different from another, not simply that that are different based on how they rate needs. Situations (aka Complexity Factors) that end users experience when they execute the job (or last executed the job) could be different, thus resulting in a different prioritization of specific performance metrics. One or or more situations could correlate to a segment, and it is recommend that follow up interviews are done with actual respondents within a segment to help you gain clarity, and verbatims you can use to construct your strategic storyline for the segment.
Here's a direct link the Situation Table
Ideal States
There are times when going deep into a job, job map, and success metrics is just too much of a gamble. Is it the right job to study? Ideal states give us a handful of indicators that can be used in addition to importance, difficulty, and frequency to understand which jobs groups of end users struggle with, and why.
Find products that meet my specific needs easily - Locating products that align with my requirements quickly enhances the shopping experience.
Compare different products effectively - Being able to evaluate alternatives side-by-side aids in making an informed decision.
Know the product I choose is of high quality - Confidence in the quality of the product ensures satisfaction and reduces the likelihood of returns.
Receive comprehensive product information - Access to detailed information helps in understanding the product features and benefits.
Ensure the product is available for immediate purchase - Availability reduces the waiting time and enhances the convenience of buying.
Access a wide variety of products - A broad selection increases the chances of finding exactly what I'm looking for.
Get the best value for the price paid - Ensuring that the product is worth its cost is crucial for satisfaction.
Experience a smooth and secure payment process - A hassle-free payment transaction adds to the ease of purchase.
Receive the product in a timely manner - Quick delivery is important for immediate needs or excitement about the new purchase.
Avoid hidden costs or fees during purchase - Transparency in pricing prevents unexpected expenses.
Minimize the effort in returning a product if needed - An easy return process reduces the hassle in case the product doesn't meet expectations.
Gain insights from customer reviews and ratings - Feedback from other consumers helps in assessing the productâs real-world performance.
Ensure the product is eco-friendly and ethically sourced - Contributing to environmental sustainability and ethical practices is important.
Limit the time spent on researching and comparing products - Efficiency in the shopping process saves time and reduces effort.
Avoid products with a high risk of obsolescence - Ensuring the product remains relevant and useful over time is essential.
Minimize maintenance and upkeep of the product post-purchase - Products that require less maintenance are more convenient and cost-effective.
Ensure ease of product installation or setup - Simple installation or setup processes enhance the user experience.
Avoid excessive packaging or waste - Reducing environmental impact through minimal packaging is a responsible choice.
Ensure the product aligns with my personal style or aesthetics - Products that fit personal tastes and preferences are more satisfying to use.
Access ongoing customer support after purchase - Reliable support for any post-purchase queries or issues is crucial for a positive experience.
Financial Metrics
The purchase decision-maker has a say in product selection, and costs relative to cash outlays, direct or indirect, are what they think about. These questions can only be answer by the person who makes those decisions. For consumers, many times you can included these in a core functional study. However, beware of business end users who simply use products that are purchased for them. They are not the right audience for these metrics.
Minimize the cost of acquiring the consumer product with competitive pricing and discounts.
Minimize the cost of shipping and handling for the product delivery.
Minimize the cost of extended warranties or insurance for product protection.
Minimize the cost of consumables or accessories needed for the productâs operation.
Minimize the cost of financing the purchase through low-interest options.
Minimize the cost of installation or setup services for the product.
Minimize the cost of maintenance and repairs over the product's lifetime.
Minimize the cost of returning or exchanging the product if it doesn't meet expectations.
Minimize the cost of energy consumption when using the product.
Minimize the cost of upgrading to newer models in the future.
Minimize the cost of disposing of the product at the end of its life cycle.
Minimize the cost of product storage when not in use.
Minimize the cost of customer support or technical help after purchase.
Minimize the cost of learning how to use the product efficiently and effectively.
Minimize the cost of product customization or personalization to fit specific needs.
Minimize the cost of dealing with product defects or recalls if they occur.
Minimize the cost of compliance with regulations or standards related to the product.
Minimize the cost of researching and comparing different products before making a decision.
Minimize the cost of data plans or subscriptions required for the productâs functionality.
Minimize the cost of environmental impact by choosing eco-friendly products.
Related Jobs
When a core functional job is getting close to maturity, we have to look beyond steps or metrics and find other jobs the end user is trying to accomplish so we can help them. This provides an opportunity to not only get a job done better, but get more jobs done on a single platform (and potentially better).
Before Purchasing a Consumer Product
Identifying Needs and Wants - Determine what specific needs or desires the consumer product should fulfill.
Setting a Budget - Decide on a financial limit for the purchase to manage spending.
Researching Product Options - Gather information about different products that can meet the identified needs and wants.
Reading Customer Reviews - Look at feedback from other consumers to gauge the product's performance and reliability.
Comparing Features and Prices - Analyze various products to find the best combination of features and affordability.
During Purchasing a Consumer Product
Visiting Retailers or Online Stores - Explore physical or online stores to find the product.
Evaluating Product Quality - Assess the build quality, durability, and functionality of the product in person or through detailed online descriptions and images.
Checking Warranty and Return Policies - Understand the warranty provided and the process for returns or exchanges.
Making the Purchase - Complete the transaction either in-store or online.
Securing Proof of Purchase - Ensure to receive and safely store the receipt or purchase confirmation for potential future needs like returns or warranty claims.
After Purchasing a Consumer Product
Inspecting the Product Upon Arrival - Check the product for any defects or discrepancies from the description after receiving it.
Using the Product - Start utilizing the product as intended.
Providing Feedback or Reviews - Share experiences with the product to help other potential consumers.
Monitoring Product Performance - Regularly assess if the product continues to meet needs and expectations.
Handling Maintenance or Repairs - Perform or arrange for maintenance or repairs as needed to ensure the longevity of the product.
Emotional Jobs
Understanding how end users want to feel (or avoid feeling) in the context of getting the job done is important in several ways. First, understanding this helps to think about more abstract things things a user considers when actually performing the job (or access a service/journey). Second, these insights can be critical in messaging to your offer, which is something your marketing team will value.
Desired Emotions:
Feel Excited: As a consumer purchasing a product, feeling excited about the new purchase adds to the overall positive experience.
Feel Satisfied: Ensuring satisfaction with the purchase aligns with the consumer's needs and expectations.
Feel Confident: Confidence in the choice made enhances the purchasing experience and reduces post-purchase regret.
Feel Curious: Curiosity about the product and its features can lead to a more engaged and informed buying decision.
Feel Informed: Being well-informed about the product ensures that the consumer makes a knowledgeable choice.
Feel Reassured: Feeling reassured about the quality and utility of the purchase confirms the decision-making process.
Undesired Emotions:
Avoid Feeling Regretful: As a consumer, it's important to avoid feeling regret after making a purchase, as it can lead to dissatisfaction.
Avoid Feeling Confused: Avoiding confusion during the purchasing process is crucial for a clear and decisive choice.
Avoid Feeling Anxious: Anxiety over a purchase can mar the overall experience and lead to second-guessing.
Avoid Feeling Disappointed: Disappointment with a product can lead to a negative overall consumer experience.
Avoid Feeling Misled: Avoiding the feeling of being misled by advertising or misinformation ensures a more transparent purchasing experience.
Avoid Feeling Overwhelmed: Keeping the purchasing process simple and straightforward helps to avoid feeling overwhelmed by choices.
Social Jobs
Ditto emotional jobs
Positive Perceptions
Be Perceived as Informed - Being viewed as an informed consumer implies making well-researched and considered choices, reflecting intelligence and awareness.
Be Perceived as Discerning - Demonstrating the ability to distinguish between high and low-quality products enhances one's reputation for good taste and judgment.
Be Perceived as Prudent - Being seen as prudent in purchasing decisions suggests a responsible approach to budgeting and financial management.
Be Perceived as Trend-aware - Keeping up with current trends and incorporating them into purchasing decisions can lead to being seen as stylish and contemporary.
Be Perceived as Ethically Conscious - Choosing products that are ethically sourced or environmentally friendly can foster a perception of social responsibility and ethical awareness.
Negative Perceptions
Avoid Being Perceived as Impulsive - Making hasty or unconsidered purchases can lead to a perception of being careless or reckless with money.
Avoid Being Perceived as Ignorant - Lack of knowledge about products or market trends can result in a perception of ignorance or naivety.
Avoid Being Perceived as Wasteful - Overspending or purchasing unnecessary items can give off an impression of wastefulness or lack of financial prudence.
Avoid Being Perceived as Outdated - Choosing products that are out of trend might lead to being perceived as outdated or out of touch with current styles.
Avoid Being Perceived as Unethical - Opting for products that are not environmentally friendly or ethically sourced can lead to a perception of indifference towards social and environmental issues.
Jobs-to-be-Done Qualitative Research Catalogs © 2023 by Michael A. Boysen is licensed under Attribution-NonCommercial-ShareAlike 4.0 International
If you'd like to learn more...
I do offer end-to-end consulting if youâre just not ready to do it all your own. Iâm 20x faster and at least 10x cheaper than your alternatives. Big Brands: This means you can get many more problems solved with your existing budget (I work with a global team of experienced practitioners)
I also offer coaching, if youâd like to know someoneâs got your back and you want to do the heavy lifting and get some knowledge transfer, I'm there!
I can help you get your qualitative research done in 2 days for mere budget scraps.
Iâve also got an academy where you can find a number of options for a do-it-yourself experience. This portfolio of AI prompts eliminates the pain of learning how to perform proper qualitative JTBD research.