Starter Step #4 – WTF! (What’s the Frustration?)
Type brief (3-4 sentence) responses to the questions below and save this file as firstnamelastname–
Step4.docx. Be sure to include supporting evidence where requested – a considerable portion of your
grade will be based on the quality of evidence you provide. Ideally, this assignment would be a
continuation of the previous “Google it!” assignment, but you can consider a different problem if you
prefer. The more empathy you have the easier it is to articulate “jobs to be done” and current
frustrations people experience when using currently available alternatives. Thus, you might consider a
problem that YOU find frustrating and personally meaningful so you can offer empathic insights that explain WTF!
1. Briefly describe a problem that interests you (what is the situation that exists, when and where
does it happen, how does it affect people? Feel free to describe the problem you explored in your
“Google it!” assignment)
2. Describe the types of people you believe are most affected by this problem (Customer persona –
age, gender, income, roles, lifestyle, etc. You will be describing this in more detail in a future
assignment, so you can be relatively broad here. Consider using 3-4 adjectives to narrow things
down to a manageable description, such as “White, middle-aged, male, car enthusiasts”).
Copy and paste an image that provides evidence that your assertion about people experiencing
this problem is credible (screenshot of an article, a social media post, a chart, an ad from an
alternative product targeting the people you mention, etc.). Briefly explain your interpretation of
the evidence you provide (a couple sentences). NOTE – a picture of your intended customer is
NOT evidence. Think like a researcher – find data and/or commentary from credible sources.
3. How do you believe these people address this problem now? (What are their current alternatives?
Copy and paste an image that provides evidence that your assertion about alternatives people
“hire” to do this “job” credible (screenshot of an article, a social media post, a chart, an ad from
an alternative product targeting the people you mention, etc.). Briefly explain your
interpretation of the evidence you provide (a couple sentences). NOTE – a picture of a
competing offering is NOT evidence.
4. What frustrations do these people experience because of this problem and limitations with
current alternatives? (what are the SPECIFIC sources of failure, friction, and frustration these people
experience in this situation, AND which are important enough to motivate people to search and pay
for new solutions?). List 2-4 frustrations AND cite/describe the SPECIFIC EVIDENCE you’ve provided
to support the validity of your conclusions. Make your case clear, compelling, and credible!
