Mapping where a communications software platform could do more
Communications teams already have software for following the media. A software company wanted to know where its platform could do much more for them, so we started from the work itself.
- Client
- Marketing technology company
- Industry
- Software
- Markets
- Two markets
- Kind of work
- Innovation and concept development
- Our role
- Jobs-to-be-done research with PR professionals, then journalists, in two markets
The question
PR teams lean on software for much of their week, and this company’s platform was built for them. It wanted to find where the platform could do much more.
Feature requests would only describe the product people already knew. So the team wanted to start from the work itself: what PR professionals are trying to get done, where their tools help, where they fall short, and which of those jobs offered the most room to grow.
Our approach
We used a jobs-to-be-done approach, in in-depth interviews with PR professionals in two markets. Keeping each conversation on real tasks is where the opportunities show.
From the interviews we built a map of the jobs and a set of personas. Then we brought the client team into a gallery walk, with the material laid out so the team could move through it and decide together where to focus.
With journalists, the other side of every PR relationship, we explored how online tools fit into the way they work.
What the team came away with
The product team had both sides of the PR relationship in one view: jobs-to-be-done maps and personas for PR professionals and for journalists, with guidance on which job areas to take on first.
Who we heard from
PR professionals, then journalists, in two markets
Related work
View innovation and concept development case studies- What we do
- Innovation
Deciding where to grow, or what to develop?
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