Step 3: When...
Context is crucial when addressing motivations. Consider where, when, at what time, and under which circumstances the job will be accomplished. While the job remains the same, the context in which it is completed will influence the expected outcome of your solution. Researching the context provides insights into the constraints for a potential solution.
⚠ Be aware: Products or services that are needed in situations that occur very infrequently are difficult to sell and may result in a low ROI. These niche use cases can be challenging to identify during sales, and the required pricing may be high due to the inability to mass-produce or distribute the solution.
Describe the job context
Start with ‘...when...’ and briefly describe the context on the card, but provide ample storytelling in the description. This approach will help our team members better relate to the statement.
when [my heath condition requires me to do more sports]
Examples
Example #1
Help me, an 18-year-old university student, find relief from boredom when I'm in the dorms.
This context has the constraint that the solution cannot interfere with other inhabitants’ activities. Additionally, a user might expect your solution to offer full immersion, engaging all senses.
Potential solutions:
- Playing a VR game
- Watching YouTube on an iPad
Example #2
Help me, an 18- year- old, find relief from boredom when I'm in my car.
This context has the constraint that the solution cannot interfere with driving. A user might also expect that your solution doesn’t require both hands, eyes, or full attention.
Potential solutions:
- Listening to a podcast
- A navigation app that highlights scenic routes or interesting landmarks