Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else. It’s in these switching moments that the deepest customer insights can be found and are easiest to uncover. I'll introduce a simple framework and a quick customer interview technique to help product managers better leverage the drivers and blockers that drive sales and churn: You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

1. @madeinlafrance - #jtbd - #pcampsydChristian Lafrance
Interviewing 'Switchers':
A reliable shortcut to feature
definition & prioritisation

2. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
– Why focus on ‘switchers’?
– The 4 forces of progress product features
need to support to drive acquisition and
retention
– Tips to interview ‘switchers’

3. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
Why focus on ‘switchers’?

4. @madeinlafrance - #jtbd - #pcampsyd
“ The switch: the moment where there is
an explicit choice towards a new
solution.
Bob Moesta, Chris Spiek, The Re-Wired Group

5. @madeinlafrance - #jtbd - #pcampsyd
People don’t just buy stuff
They buy what stuff does for them
What
(features)
From UserOnboard.com
Why
(value & outcomes)

6. @madeinlafrance - #jtbd - #pcampsyd
The switch...
– Highlights the important criteria customers use
to ‘hire’ or ‘fire’ a product
> Avoids feature bloat
– Crystallises tradeoffs
> Helps feature prioritisation
– Is what people have done, not aspirations
> Is reliable data

7. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
The 4 forces of progress

8. @madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new solution
Business
as usual
New
behaviour
Promoting new choiceBlocking change
Adapted from The Re-Wired Group
People switch when the balance tips
Adapted from The Re-Wired Group
Switch only happens if
( PUSH + PULL ) > ( ANXIETY + HABIT )

9. @madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new solution
Business
as usual
New
behaviour
Promoting new choiceBlocking change
Adapted from The Re-Wired Group
The 4 forces of progress
Uncertainty surrounding
new solution
Outcomes of
new solution
Problem with
existing situation
Tug of historical
allegiances

10. @madeinlafrance - #jtbd - #pcampsyd
PUSH
of the situation
PULL of
the new solution
HABIT
of the present
ANXIETY of
the new solution
Business
as usual
New
behaviour
Promoting new choiceBlocking change
Adapted from The Re-Wired Group
Define & prioritise features based on the 4 forces
Pain relievers
Gain creatorsCatalysers
Minimise switching costs

11. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
Tips to interview
‘switchers’

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45min on the phone to rewind the timeline
Timeline interview - The Re-Wired Group
Switch

13. @madeinlafrance - #jtbd - #pcampsyd
Facilitation
– Rewind the events that led to the switch and
dig into functional, emotional, social ‘hotspots’
> Find what was pushing them to make progress
> Find what was pulling them to a new solution
> Find what was holding them back
– Play naive, don’t assume
– Enhance memory recall by asking ‘irrelevant’
details about the context

14. @madeinlafrance - #jtbd - #pcampsyd
Finding relevant ‘switchers’
– Explicit choice
> Not habitual purchase (new customers, former/inactive
customers, competitors’ new customers)
> Not impulse purchase
> App installs are ok, paid apps/subscription even better
– Switched 1-3 months ago
> Deep, real & rich stories

15. @madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
We only talk to people who have
bought because embedded in their
choice set is the value code of what
they’re willing to switch from and to,
so we don’t over-engineer the product.
Bob Moesta, The Rewired Group, aka ‘Milkshake Man’

16. @madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
If an idea or feature doesn’t clearly
resolve the job [or value] in some way,
it doesn’t deserve to exist or should
be de-prioritized.
Eric Portelance, Teehan+Lax

17. @madeinlafrance - #jtbd - #pcampsyd
“
@madeinlafrance - #jtbd - #pcampsyd
Instead of reverse engineering your
competitors’ products,
reverse engineer your customers’
decision making.
Me, last night

18. @madeinlafrance - #jtbd - #pcampsyd@madeinlafrance - #jtbd - #pcampsyd
So, what next?
JTBD meetup - meetup.com/sydney_jtbd
JTBD Methods & Tools - flip.it/R9Qqy
JTBD Examples - flip.it/gRcWJ
Slide design by @justinsincl@madeinlafrance - #jtbd - #pcampsyd