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Driving Adoption Through Persona Research & JTBD Alignment
Challenge
🔹 Win over two very different personas simultaneously: fashion brand decision-makers (CMOs, eCommerce Directors) and end-user shoppers.
🔹 Avoid building features based on untested assumptions that could slow adoption.
🔹 Identify high-value verticals and avoid sunk costs in low-fit markets.
🔹 Minimize onboarding friction for both buyers and shoppers.
Approach
✔️ Deep Persona Research: Conducted structured interviews with B2B buyers to map the entire buying committee, uncovering their top pain points (e.g., high return rates, low conversion) and also B2C shoppers to understand their pain points and shopping journey.
✔️ User JTBD Discovery: Profiled shoppers’ emotional jobs-to-be-done, finding their main driver was confidence and joy in online purchases—not just novelty.
✔️ Gatekeeper Insight: Discovered IT departments were a critical gatekeeper in the buying process, making ease of integration (two lines of code) as important as the AI itself.
✔️ Targeted Messaging: Streamlined narratives for each persona, ensuring B2B stakeholders heard a business impact story while shoppers saw a confidence-boosting experience.
✔️ Vertical Prioritization: Segmented and deprioritized low-fit markets early to conserve resources.
Impact & Results
🎯 15% Shorter Sales Cycles: Buyer maps and targeted messaging accelerated deal velocity.
🎯 Higher Adoption Rates: Prioritized verticals and frictionless integration led to faster rollout in high-fit brands.
🎯 Resource Efficiency: Avoided investment in low-potential segments like bridal, freeing capacity for high-value opportunities like ready-to-wear high fashion ecommerce stores.
🎯 Stronger Market Fit: Product roadmap aligned directly to validated buyer and user needs.
takeaways
🚀 In B2B2C SaaS, aligning persona research with jobs-to-be-done across all audiences is the difference between scaling fast and stalling early.
🚀 The most marketable feature isn’t always what’s most innovative—it’s what removes the biggest adoption barrier.
🚀 Early vertical focus avoids costly detours and accelerates proof points for fundraising or expansion.
Proneer was building an AI-powered virtual try-on platform serving a dual market:
B2B: Fashion brands and eCommerce retailers purchasing the software.
B2C: Online shoppers engaging with the virtual try-on experience.
The success of the go-to-market strategy depended on aligning product, messaging, and onboarding to meet the very different needs of these two audiences—without diluting focus or wasting resources.
