n his UX Riga 2018 talk Kair looks at the modified Jobs-to-be-Done framework used at Pipedrive and the principles that help us avoid the traps of customer research and how can you do customer research that will guide the entire company, yet still be specific enough to add value to individual teams.
10. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Marketing at
11. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Marketing at
Co-founder of Qualitista
19. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
20. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage
21. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage
Signs up and
tries product
22. Get potential
customers
interested
Get them to
consider our
product
Help them
experience the
value of our
product
Help them get
more value out
of our product
$
Clicks on an ad
on Facebook
Looks around on
homepage
Signs up and
tries product
Increases usage
63. Get potential
customers
interested
Get them to
consider your
product
Help them
experience the
value of your
product
Help them get
more value out
of your product
$
Non-customers Website visitors Trial users Paying customers Churned customers
64. Get potential
customers
interested
Get them to
consider your
product
Help them
experience the
value of your
product
Help them get
more value out
of your product
$
Non-customers Website visitors Trial users Paying customers Churned customers