Background
A leading software provider for tax, accounting and business processes wanted a deep understanding of customer needs along the payment process, from incoming payment to archiving. The goal was to identify and prioritize the underlying needs for two target groups, tax firms and companies, and to see where they are well served versus underserved.
Approach
We ran a two-stage Jobs-to-be-Done study across two waves. Wave 1 covered tax firms, wave 2 the same approach with companies. In each wave we first identified needs in 90-minute qualitative interviews (companies: 17 interviews with the client's and competitor customers), collecting 400+ needs and consolidating them into 60+need statements. We then verified and prioritized them in a quantitative online survey (n=350+ respondents), deriving importance, satisfaction and a need-value score. Finally, the two waves were compared against each other.
Outcome
The study delivered a prioritized map of payment needs for both target groups, separating must-have needs from underserved needs with the highest improvement potential (e.g. correcting submitted payments, reacting to failed payments). The cross-wave comparison showed gave the client an evidence-based roadmap per target group.
Method
jobs-to-be-done (JTBD), qualitative interview, in-depths interviews (IDIs), Online survey
Duration
6 months
Software UX
Needs Analysis for the Payment Process in Fintech
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