On the podcast, I talk with Daphne about why skipping user interviews is costing you growth, how to bring your product’s ‘aha moment’ forward into your marketing, and why your assumptions about why people use your app might be wrong.
Top Takeaways:
🎯 Your app is a means to an end
Users don’t care about how many features you have — they care about achieving something in their lives. Apps that focus on the user’s goal, rather than their own functionality, become essential. Instead of selling the tool, sell the transformation: what life looks like after the user succeeds.
🧠 Talking to users beats guessing
Surveys are useful, but user interviews and review mining are goldmines for finding the “why” behind behavior. Understanding what users were doing before your app, how they discovered you, and what outcome they hoped for leads to sharper messaging, better onboarding, and stronger products.
💡 Emotions drive retention
Functional goals matter, but emotional and social motivations are often what bring people back. Whether it’s the satisfaction of consistency, the joy of social encouragement, or the comfort of belonging to a community, understanding these deeper drivers can differentiate apps and supercharge retention.
🚧 Activation is about showing early progress
The faster users feel they’re moving toward success, the more likely they are to stick around. That first “win” doesn’t have to be a full result — even completing onboarding, customizing a plan, or getting a small early insight can be enough to hook users into a habit loop.
📈 Monetization follows real value
Users are willing to pay more when they perceive clear, life-improving value. Understanding the different jobs users are hiring your app to do can unlock smarter pricing, better feature tiers, and easier upsells. The closer you align pricing with meaningful outcomes, the more sustainable your growth.
About Daphe Tideman:
📈 Freelance growth advisor and consultant helping subscription app businesses navigate various growth challenges.
💼 Daphne helps startups improve their activation, retention, and monetization strategies with the jobs-to-be-done framework.
💡 “So many apps are constantly talking about, ‘we have this feature, that feature…’ — but that's not why people use your app.”
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Episode Highlights:
[0:48] Job done: How the jobs-to-be-done framework should frame your product development.
[3:04] Survey says: Why the most valuable feedback about your app comes from your most engaged users.
[7:06] Emotional impact: Why appealing to users’ emotional and social needs is a better driver of conversions and retention than describing app features.
[11:07] Good communication: How the jobs-to-be-done framework can (and should) influence your app messaging strategy.
[16:16] Personal touch: Developing user personas, creating individualized onboarding experiences, and testing ad copy in Meta.
[35:56] Removing blockers: Why the up-front cost and time commitment of user interviews can save you money in the long term.
[43:25] Active users: How understanding your users’ jobs to be done can influence your activation, re-activation, and retention strategies.
[54:55] Show me the money: Identifying the jobs-to-be-done of high-paying users can help you improve user LTV and develop appropriate pricing packages.