I have spoke a lot about motivation as a means of user segmenation as well as Jobs to Be Done. Sometimes the best segments are a blend of motivation, skills and a specific use case.

Take for example the segmentation:

• Hyper-Niche

• Curious

• Analyst (Competitive)

A client came up with this grouping for an education product. Now imagine, I present the use case in terms of a specific job to be done.

Let’s try: Hobbies >> Knitting

• Want to learn to knit baby clothes

• Want to learn the basics of the craft

• Need competition to keep motivated

The framework is the same, but the storytelling brings the grouping to life.