The document provides tips for falling asleep faster by creating a relaxing sleep environment and limiting blue light exposure, as well as tips for staying asleep longer such as blocking light and sound. It also offers solutions for stopping snoring and teeth grinding like using over-the-counter aids or adjusting sleeping position. Finally, it discusses ways to wake up energized through diet, exercise and sleep monitoring.

4. Fall Asleep Faster
• Enhance Your Sleep Naturally
• Find a Fix for Sleeplessness
• Get Comfortable
• Calm Your Mind
• Limit Blue Light
• Create a Relaxing Environment
Stay Asleep Longer
• Block Light
• Block Out Sound
• Adjust Temperature
• Breathe Easy
Stop Snoring & Teeth Grinding
• Try OTC Snoring Aids
• Adjust Your Sleeping Position
• Find CPAP accessories
• Stop Teeth Grinding
Wake Up Energized
• Fight Morning Fog
• Fuel Your body
• Brighten Up Your Day
• Monitor Your Sleep
Supply Side
Demand Side • How do consumers articulate the problem and go about fixing it?
• Patterns of researching the problem and consuming things until it works?
9 months –
mapping exercise
is not scalable

5. Demand-side research is not
scalable for every JTBD
No way to triage the
JTBD/need
Too many options – no tools to
help customers make tradeoffs
Static experience does not
support progress over time

12. Milky Way Snickers
Causal factors that contribute to these
differences
• Hunger: Less hungry
• Mood: Celebratory/indulgent; nostalgic
• Time of Day: A treat after dinner
• Hunger: More hungry
• Mood: Stressed about running out of energy
• Time of Day: Midday snack to get through
the afternoon
Product attributes that contribute to these
differences
• Soft, chewy texture
• Creamy chocolate coating
• Sweet, caramel filling
• Crunchy texture
• Chocolate coating
• Peanut/nougat filling
• Higher in protein/fat
Competitive Set (Products, Services, or Activities
that Compete for the Same JTBD)
• Ice cream sundae
• Chocolate cake
• Chocolate truffles
• Chocolate fondue
• Protein bars
• Energy bars
• Trail mix
• Peanut butter sandwich
• Energy drink
Tradeoffs Among Competitive Set (Functional,
Emotional, and Social)
• Childhood memories / nostalgia
• Taste / level of creaminess / sweetness
• Degree of indulgent satisfaction
• Portability on the go
• Degree of guilt
• Acceptability to eat in certain situations
• Ability to share in a group setting
• Texture/taste
• Level of hunger satisfaction/energy
• Healthy vs. sweet
• Portability on the go
• Association with athleticism, productivity,
focus

14. 1. Life event such as moving to a new home, downsizing or upsizing of the current home, or a change in the number
of people living in the home.
2. A change in lifestyle, such as hosting more guests, working from home, or having more time to relax at home.
3. An increase in disposable income, which allows for a larger budget for a new sofa.
4. A change in personal taste or style, which causes the current sofa to no longer fit with the desired aesthetic.
5. A change in the physical condition of the current sofa, such as wear and tear, stains, or damage.
6. A change in the functionality of the current sofa, such as a lack of comfort, support, or convertibility.
7. A change in the life stage, such as starting a family, raising children, or empty nesting.
8. A change in the needs of the people living in the home, such as accommodating needs, sleeping needs, or
entertainment needs.

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26. "When I have already contracted the flu, help me find products or services that can help me
relieve symptoms and recover more quickly, so I can return to my normal routine as soon as possible."

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36. quence of Actions

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38. Job Step Variable Functional, Social, and Emotional Needs Speed Accuracy Effort Overall Satisfaction Current Tools/Approaches
Determine destination Lack of specific destination information Functional: Need to know the specific location of the destination. Social: Want to appear organized and prepared. Emotional: Want to feel confident in
the decision of where to go.
Slow Low High Low Google Maps, Google search, word of mouth
Determine destination Limited transportation options Functional: Need to know the available transportation options to reach the destination. Social: Want to appear knowledgeable and resourceful.
Emotional: Want to feel in control of the situation.
Medium Medium Medium Medium Google Maps, public transportation apps, ride-
sharing apps
Determine destination Unfamiliarity with the area Functional: Need to know the layout and landmarks of the area. Social: Want to appear familiar and confident in the area. Emotional: Want to feel safe
and comfortable.
Slow Low High Low Google Maps, street view, travel blogs
Locate transportation Difficulty finding transportation options Functional: Need to find transportation options quickly and easily. Social: Want to appear efficient and on-time. Emotional: Want to feel in control of
the situation.
Slow Low High Low Google Maps, public transportation apps, ride-
sharing apps
Locate transportation Limited information on transportation options Functional: Need to know the details of transportation options (e.g. schedules, routes, prices). Social: Want to appear informed and resourceful.
Emotional: Want to feel confident in the decision of which transportation to take.
Slow Low High Low Google Maps, public transportation apps, ride-
sharing apps
Prepare for transportation Difficulty finding parking Functional: Need to find a parking spot quickly and easily. Social: Want to appear efficient and on-time. Emotional: Want to feel in control of the
situation.
Slow Low High Low Google Maps, parking apps
Prepare for transportation Difficulty finding public transportation stop/station Functional: Need to find the nearest public transportation stop/station quickly and easily. Social: Want to appear efficient and on-time. Emotional:
Want to feel in control of the situation.
Slow Low High Low Google Maps, public transportation apps
Prepare for transportation Difficulty finding ride-sharing pick-up location Functional: Need to find the designated ride-sharing pick-up location quickly and easily. Social: Want to appear efficient and on-time. Emotional:
Want to feel in control of the situation.
Slow Low High Low Google Maps, ride-sharing apps
Decide on transportation Uncertainty about transportation arrival/departure times Functional: Need to know the exact arrival/departure times of transportation options. Social: Want to appear informed and resourceful. Emotional:
Want to feel confident in the decision of which transportation to take.
Medium Medium Medium Medium Google Maps, public transportation apps, ride-
sharing apps
Decide on transportation Limited budget Functional: Need to find the most cost-effective transportation option. Social: Want to appear financially responsible. Emotional: Want to feel in
control of the situation.
Medium Medium Medium Medium Google Maps, public transportation apps, ride-
sharing apps
Execute transportation Difficulty navigating during transportation Functional: Need to know the route and landmarks during transportation. Social:
Execute transportation Traffic congestion Functional: To arrive on time and avoid delays. Social: To avoid being perceived as late or unreliable. Emotional: To feel in control and not stressed
about being late.
Low Low High Low Google Maps, Waze
Execute transportation Road closures or detours Functional: To find an alternate route and arrive on time. Social: To avoid being perceived as lost or unprepared. Emotional: To feel in control and not
stressed about finding a new route.
Low Low High Low Google Maps, Waze
Execute transportation Public transportation schedule changes Functional: To adjust travel plans and arrive on time. Social: To avoid being perceived as unorganized or unaware of changes. Emotional: To feel in
control and not stressed about unexpected changes.
Low Low High Low Google Maps, Transit App
Execute transportation Inclement weather Functional: To adjust travel plans and arrive on time. Social: To avoid being perceived as unprepared or irresponsible. Emotional: To feel safe and not
stressed about potential hazards.
Low Low High Low Google Maps, Weather App
Execute transportation Fuel/power level of transportation Functional: To ensure that transportation is fully fueled or charged before departure. Social: To avoid being perceived as unprepared or irresponsible.
Emotional: To feel in control and not stressed about potential breakdowns.
Low High Low High Google Maps, GasBuddy, PlugShare
Monitor transportation Real-time traffic updates Functional: To stay informed of traffic conditions and make adjustments to arrive on time. Social: To avoid being perceived as unaware or out of the
loop. Emotional: To feel in control and not stressed about potential delays.
High High Low High Google Maps, Waze
Monitor transportation Public transportation schedule updates Functional: To stay informed of schedule changes and make adjustments to arrive on time. Social: To avoid being perceived as unaware or out of the
loop. Emotional: To feel in control and not stressed about unexpected changes.
High High Low High Google Maps, Transit App
Monitor transportation Weather updates Functional: To stay informed of weather conditions and make adjustments to arrive on time. Social: To avoid being perceived as unaware or
unprepared. Emotional: To feel safe and not stressed about potential hazards.
High High Low High Google Maps, Weather App
Monitor transportation Fuel/power level of transportation Functional: To stay informed of fuel/power level and make adjustments to arrive on time. Social: To avoid being perceived as unprepared or
irresponsible. Emotional: To feel in control and not stressed about potential breakdowns.
High High Low High Google Maps, GasBuddy, PlugShare
Monitor transportation ETA updates Functional: To stay informed of estimated time of arrival and make adjustments to arrive on time. Social: To avoid being perceived as unaware or out
of the loop. Emotional: To feel in control and not stressed about potential delays.
High High Low High Google Maps, Waze,
Execute transportation Traffic conditions Functional: Need to know current traffic conditions to plan the most efficient route. Social: Want to avoid being perceived as unprepared or unaware
of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about traffic.
Moderate High Low Moderate Google Maps, Waze
Execute transportation Road closures Functional: Need to know if any roads on planned route are closed to plan an alternative route. Social: Want to avoid being perceived as unprepared
or unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about unexpected road closures.
Moderate High Low Moderate Google Maps, Waze
Execute transportation Accidents Functional: Need to know if there are any accidents on planned route to plan an alternative route. Social: Want to avoid being perceived as
unprepared or unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about unexpected accidents.
Moderate High Low Moderate Google Maps, Waze
Execute transportation Gas stations Functional: Need to know location of gas stations along planned route to plan pit stops. Social: Want to avoid being perceived as unprepared or
unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about running out of gas.
Moderate High Low Moderate Google Maps, GasBuddy
Execute transportation Rest stops Functional: Need to know location of rest stops along planned route to plan breaks. Social: Want to avoid being perceived as unprepared or unaware
of current conditions. Emotional: Want to feel in control and avoid feeling stressed or exhausted from driving without breaks.
Moderate High Low Moderate Google Maps, RestArea.info
Execute transportation Weather conditions Functional: Need to know current weather conditions to plan appropriate clothing and driving conditions. Social: Want to avoid being perceived as
unprepared or unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about weather conditions.
Moderate High Low Moderate Google Maps, AccuWeather
Monitor transportation GPS tracking Functional: Need to track location and progress of transportation to ensure on-time arrival. Social: Want to avoid being perceived as unprepared or
unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about transportation progress.
Moderate High Low Moderate Google Maps, GPS tracking apps
Modify transportation Re-route Functional: Need to change planned route due to unexpected circumstances (traffic, road closures, accidents, etc.). Social: Want to avoid being
perceived as unprepared or unaware of current conditions. Emotional: Want to feel in control and avoid feeling stressed or anxious about unexpected
changes to transportation.
Moderate High Moderate Moderate Google Maps, Waze
Conclude transportation Confirm arrival Functional: need to confirm my arrival at my destination. Social: want to appear reliable and responsible. Emotional: want to feel a sense of
accomplishment and completion.
High High Low High Google Maps, Waze, Apple Maps
Conclude transportation Review route/transportation Functional: need to review my route and transportation method for future reference. Social: want to appear organized and prepared for future trips.
Emotional: want to feel a sense of control and understanding of my transportation options.
High High Low High Google Maps, Waze, Apple Maps
Conclude transportation Share location/route with others Functional: need to share my location and route with others for safety or coordination purposes. Social: want to appear considerate and responsible.
Emotional: want to feel connected and supported by others during my trip.
High High Low
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39. Prototype
Mode of
Transportation Route
Time of
Departure
A Car Quickest 8:00 AM
B
Public
Transportation
Quickest 8:00 AM
C Bike Shortest 8:00 AM
D Walk Most Scenic 8:00 AM
Prototype Arrival Time Time Taken
Distance
Traveled
On-Time
Arrival
Minimization of
Stress/Frustration
Confidence in
Mode
A 9:00 AM 1 hour 10 miles Yes Moderate High
B 9:15 AM
1 hour 15
minutes
5 miles No Low Medium
C 9:30 AM
1 hour 30
minutes
2 miles No Low Low
D 10:00 AM 2 hours 1 mile No High Low

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