Module 03 of 07 · User Research

User
Research

Three JTBD personas, full empathy maps, and a complete customer journey — from "I just got a dealer estimate" to "RoverDoc is my mechanic for life."

// § 1 · Clayton Christensen + Tony Ulwick

Jobs to Be Done — Personas

Framework: Clayton Christensen — "Competing Against Luck," 2016 (ISBN: 978-0062435613). Ulwick ODI — "Jobs to Be Done: Theory to Practice," 2016 (ISBN: 978-0990576747)

Applied: USER-RESEARCH.md § 1.4 — JTBD Persona Template + Emotional Mapping Extension § 1.5
Archetype 01 — Primary
The Sticker
Shocked Owner
Land Rover / Range Rover owner — NJ suburbs
Context
When: Just received a dealer service estimate — $2,800+ for a known issue
Where: Parking lot of dealership, phone in hand, Googling alternatives
Frequency: 1–3x per year (service events); once per relationship-forming event
The Job Statement
"When I get a shocking dealership estimate, I want to find a trusted expert who won't exploit my lack of knowledge, so I can get my Land Rover fixed without financial dread."
Needs Hierarchy
FunctionalGet the vehicle fixed at a fair, transparent price
EmotionalFeel in control, not exploited or talked down to
SocialBe seen as a smart buyer who found a better solution
Pain Points
Dealer estimates feel padded and unexplained. Service advisors talk fast, use jargon, and pressure. Hard to find a "Land Rover specialist" who isn't a dealer or a random general mechanic.
Success Metric
Walks out paying 30–40% less than the dealer estimate with the same quality outcome. Tells 3+ people about finding MyRoverDoc.
INFERRED Based on dealer pricing data and automotive forum behavior patterns.
Archetype 02 — Secondary
The New
LR Owner
Just purchased a used Range Rover / Defender — 6 months in
Context
When: First service interval approaching on a used LR. Dealer warranty has lapsed
Where: Home laptop, researching "Land Rover maintenance schedule" and "best mechanic"
Frequency: 2–4x/year ongoing once relationship is established
The Job Statement
"When my LR needs its first service and I don't have a trusted mechanic yet, I want to find a specialist I can rely on long-term, so I can protect my investment and stop worrying about what I don't know."
Needs Hierarchy
FunctionalEstablish a maintenance relationship with a qualified LR tech
EmotionalFeel educated and reassured — stop being afraid of unknown repair costs
SocialBe the person who "knows a guy" — trusted referral to other LR owners
Pain Points
Feels overwhelmed by LR complexity. Doesn't know what to prioritize. The dealer feels like the "safe" default but the cost is unjustifiable. Needs to build trust before making a long-term commitment.
Success Metric
Books first appointment within 48 hours of landing on the site. Returns within 6 months. Refers at least one other LR owner.
INFERRED Based on used LR ownership patterns in NJ/NY metro area.
Archetype 03 — Tertiary
The NJ/NY
Commuter
Any make/model — wants honest, local, no-nonsense service
Context
When: Car needs service, current mechanic retired or moved, looking for replacement
Where: Mobile search, Google Maps, "auto repair near me" radius from Readington area
Frequency: 2–3x per year for routine maintenance + as-needed repairs
The Job Statement
"When my car needs service and I don't have a trusted mechanic, I want to find someone honest who won't invent problems, so I can get back on the road without feeling like I got ripped off."
Needs Hierarchy
FunctionalGet vehicle serviced reliably and quickly
EmotionalFeel respected and not taken advantage of — trust the mechanic
SocialHave a reliable recommendation to give family and friends
Pain Points
Chain shops feel impersonal and upsell aggressively. Dealer prices are absurd for routine work. Hard to find a trustworthy independent who communicates well and doesn't create mystery charges.
Success Metric
Completes first service and leaves a Google review. Becomes a regular — 2+ visits/year. Converts to LR-owner level loyalty after exceptional experience.
ASSUMED Based on general auto service consumer behavior data.
JTBD Design Principle (Christensen): All three archetypes share the same core emotional job — feel in control, not exploited. This is the unifying UX thread: every interaction on the site should reduce anxiety and increase perceived control. Transparent pricing, clear process, direct technician access, and real-time status are all expressions of this single emotional job.

Cross-reference: Fogg's B=MAP (BEHAVIORAL-DESIGN.md § 1) — the primary Ability Barrier for Archetype 1 is "Non-Routine" (never used an independent LR specialist before). The design response: social proof, credentials, and the "Meet the Tech" section as Facilitator prompts to lower this barrier.
// § 2 · Dave Gray — XPLANE

Empathy Maps

Framework: Dave Gray — "Gamestorming," 2010 (co-authored with Sunni Brown and James Macanufo). Original canvas: xplane.com

Applied: USER-RESEARCH.md § 2.1–2.2 — Empathy Map Canvas + Template
Archetype 01 — The Sticker Shocked Owner
Key Insight: The gap between what they say ("I just want it fixed") and what they do (spend hours researching) reveals the true job: regaining control and trust.
Says — Verbatim Quotes
The dealer wants $2,800 for that? That can't be right."
I just want someone who actually knows Land Rovers, not a generic shop."
Is there anyone around here who isn't going to rip me off?"
My cousin has a Range Rover — let me ask where he goes."
Thinks — Internal Beliefs
The dealer is probably padding the estimate because I won't question it
If I go to a random mechanic and they break it worse, I'll feel stupid
A real Land Rover specialist must exist — they can't all be dealers
My neighbor would make fun of me if I paid that much
Feels — Emotional State
Frustration: Feels held hostage by the dealership
Anxiety: Afraid of making a bad choice and making things worse
Hope: Believes a better option exists if they look hard enough
Distrust: Commission-based advisors feel inherently untrustworthy
Does — Observable Behaviors
Googles "Land Rover repair NJ" and "cheaper than dealer"
Reads Google reviews for 10+ minutes before deciding
Asks in NJ Land Rover Facebook Groups for recommendations
Screenshots the dealer estimate to compare
Pains
No way to verify if an independent has real LR diagnostic capability
Afraid a cheaper shop will misdiagnose and cause more damage
Local options are hard to find — most results are dealers or generalists
No transparency on pricing before calling or visiting
Gains — What They Want
Verified credentials that prove the tech is qualified for LR work
Transparent pricing — see estimates before committing
Real reviews from other LR owners, not just "great shop!"
Feeling of being treated like an intelligent adult, not a mark
Key Insight: The gap between "says" (just want it fixed) and "does" (hours of research) = the real job is regaining trust and control — not just vehicle repair. The website must transfer trust in under 60 seconds.
Archetype 02 — The New LR Owner
Key Insight: This persona wants a relationship, not a transaction. The design must make RoverDoc feel like a long-term partner, not a service counter.
Says — Verbatim Quotes
I bought it used so I'm not sure what service it's had recently."
The dealer is the only one I trust for Land Rovers but it costs a fortune."
Is there a place that specializes in these and isn't a dealership?"
Thinks
These cars are complicated — not everyone can work on them properly
I need to find "my mechanic" the same way people have "their dentist"
I don't want to be that person who clearly overpaid for car service
Feels
Vulnerability: New to LR ownership — afraid of being exploited
Excitement: Loves the vehicle, wants to protect it
Uncertainty: No established reference point for what service should cost
Does
Reads Rangerovers.net and r/LandRover forums for recommendations
Books dealer once "to see how it goes," then looks for alternatives
Looks for shops with lots of recent reviews + LR-specific mentions
Pains
No service history on used purchase — unknown maintenance baseline
Dealer is the only "certified" option — monopoly on trust signal
No way to verify an independent's LR experience online
Gains
Digital service history — see everything done in one place
Educational content — understand their vehicle better
A tech who explains what they did and why, every time
Key Insight: This persona hires RoverDoc to become their "LR expert by proxy" — they want to feel as knowledgeable as the tech by the end of every service visit. The service portal and maintenance education blog directly serve this job.
// § 3 · Journey Mapping [AGGREGATED]

Customer Journey Map

Framework: Journey Mapping — [AGGREGATED] from Adaptive Path, Nielsen Norman Group, UK Design Council. USER-RESEARCH.md § 3.1–3.4

Applied: USER-RESEARCH.md § 3 — Journey Map Structure · Archetype 01 (Primary) · Scenario: First Contact to Loyal Customer
// Emotional Curve — Peak, Valley, Recovery
VALLEY: Dealer estimate shock
RISE: Discovery + research
BUILD: Trust evaluation
PEAK: First great service + advocacy
Valley Moment
The Dealer Estimate
The moment of peak anxiety and frustration. This is the entry point — the site must immediately acknowledge this pain. The hero copy should speak directly to this feeling: "You don't have to pay dealer prices to get dealer-level expertise."
Peak Moment
The First Great Service
The tech explains what was done, the invoice is 40% lower than the dealer, the portal shows photos of the work. This is the moment that creates a customer for life. Design the post-service experience: review prompt, service summary email, portal activation.
Quick Win
Homepage Trust Transfer
Immediate impact, zero engineering cost: Adding "Former Land Rover Dealership Technician" + credentials + "vs. Dealer" comparison above the fold converts hesitant visitors before they leave. This single design decision addresses 3 of the top 5 pain points simultaneously.