Bread Financial

Mixed Methods Jobs To Be Done

OVERVIEW

BACKGROUND

After Alliance Data acquired Bread, our target user segments shifted as we combined product offerings across the two companies.

OPPORTUNITY

We needed a product-agnostic framework for understanding our new target user segments and prioritize their unmet needs for clear future-ready roadmaps.

ROLE

In close partnership with Design, Product, and Data Science, I led a mixed methods study to score our target users' unmet needs, or "jobs," by satisfaction and importance.

Our existing roadmap prioritization was driven by a clear product-focus. In order to shift to a user-focus moving forward, I introduced Jobs To Be Done as a central framework for understanding unmet needs from the user's perspective.

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