At Delivery Solutions, we set out to understand the forces of progress that influence how SMBs hire, use, and replace shipping solutions. Using the Jobs-to-Be-Done (JTBD) framework, we conducted a series of customer interviews to uncover the deeper motivations behind their decisions.

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JTBD Research with SMB Shippers

Understanding the jobs to be done for SMBs who hire a shipping solution

For many small and medium-sized businesses (SMBs), shipping isn’t just a logistical task—it’s a core part of their customer experience and business operations. But why do SMBs choose platforms like Shippo or Pirate Ship, and what pain points drive them to switch or seek alternatives?

The Approach: Mapping the Forces of Progress

We spoke with a diverse range of SMBs—from e-commerce startups to brick-and-mortar businesses expanding into online sales. Rather than focusing on feature preferences, we focused on the context of their decision-making:

  • What triggered their need for a shipping solution?
  • What pain points led them to seek alternatives?
  • What anxieties held them back from switching?
  • What outcomes would make them say, ‘This was the right choice’?

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Our Research Report

This research didn’t just help us understand SMBs—it gave us a roadmap for designing and positioning a product that meets them where they are, rather than forcing them into rigid workflows. By focusing on the real forces behind their decisions, we can build a shipping experience they truly want to hire.

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Product Design Process